Deliverable 4.5 Guide to sustainable shopping: The concept of fast fashion concept and the meaning of organic materials

Fashion today is faster, cheaper, and more accessible than ever—driven by the rise of online shopping, influencer culture, and relentless social media trends. With a single click, a new wardrobe can arrive at your doorstep overnight. But behind this convenience lies a troubling reality: the fast fashion industry is one of the most destructive and exploitative sectors in the global economy.

According to the United Nations Environment Programme, fashion is responsible for nearly 10% of global carbon emissions—more than international flights and maritime shipping combined. It is also the second-largest consumer of water globally, requiring an estimated 700 gallons to produce a single cotton shirt and 2,000 gallons for one pair of jeans. Alongside these environmental costs are systemic social injustices: exploited garment workers, unsafe factory conditions, and entire communities burdened by textile waste and pollution.