The Fast Fashion Habit We Can’t Kick

The irony isn’t lost on anyone who’s scrolled through their Instagram feed: the same people who evangelize about sustainability and reducing waste often have overflowing carts at online fast fashion retailers. This phenomenon speaks to the complexities of human behavior when it comes to consumption.

Australia has become a poster child for this addiction, with citizens buying an average of 56 new clothing items per year – a number that’s left us topping the global charts as the world’s biggest per-capita consumer. Given our relatively small population size, this statistic is all the more astonishing. It suggests that despite growing awareness of environmental issues, we’re still hooked on cheap gear.

The Seamless stewardship scheme, introduced in July 2024, aims to curb excess consumption. However, its voluntary nature and lack of teeth mean it’s unlikely to make a significant dent in the problem. The 4¢ levy per garment is too low to effect meaningful change, according to one of the scheme’s own research authors.

Fast fashion has become an affordable luxury for many Australians. The average cost of $13 per item may not seem like much, but when wages stagnate and living costs skyrocket, the math quickly adds up. It’s no wonder people are tempted by cheap, trendy clothing – especially when they’re struggling to make ends meet.

France’s recent move to impose fees on ultra-fast-fashion e-tailers acknowledges the environmental and social costs associated with fast fashion. This law sends a message that governments are willing to take action against unsustainable business models, even if it means inconveniencing consumers.

Australia is content with suggesting rather than acting. The Seamless scheme may be seen as a first step, but it’s a baby step at best. Until we’re willing to tackle the root causes of our fast fashion habit – namely, the pressure to keep up appearances in an increasingly Instagrammed world – we’ll continue to find ourselves drowning in a sea of cheap, disposable clothing.

Over 200,000 tonnes of clothing end up in Australian landfill every year. This isn’t just a waste management issue; it’s also a moral one. We need to start holding ourselves accountable for the choices we make as consumers. Buying cheap clothes isn’t just about getting a good deal – it’s about perpetuating a system that values disposability over sustainability.

France has shown us what can be done when governments take a stand against fast fashion. It’s time Australia followed suit, rather than contenting itself with half-measures and voluntary schemes. The fate of our planet depends on it.