Many will be wondering, what is "fast fashion"? Well, the "Fast Fashion", or fast fashion, is a method of design, manufacturing and marketing focused on producing large quantities of clothing based on invented fashion trends that emerge every so often.
This method makes brands look for a cheap form of production, with the aim of being able to generate large quantities of clothing to address the "trends" of "fast fashion". This causes production to be carried out in countries with precarious working conditions, as well as a high environmental impact.
According to a report by the Ellen MacArthur Foundation, between the years 2000 and 2015, clothing production doubled, going from manufacturing 50 billion garments in the year 2000 to more than 100 billion in 2015. As we mentioned, this trend has a significant environmental impact, clothing production represents 10% of CO2 emissions globally! In addition to the use of chemicals that are used for production.
and... How did we get here? Well, until the middle of the 20th century, the fashion industry offered four seasons: spring, summer, fall and winter. Designers spent months preparing for the next season and predicting the style that clients would like. Fashion was not accessible to everyone, it was aimed at the upper classes and there were rules to follow.
In 1960, a marketing campaign for paper clothing proved that consumers were ready for the “fast fashion” trend, causing brands to change their strategy by accelerating production and reducing prices.
Currently around 52 micro-seasons are produced per year, which is equivalent to one new collection per week!
To prevent this trend from continuing to increase, a circular production model must be used, creating high-quality and durable garments, as well as a good recycling system. At Diouf we are committed to the environment, which is why our garments are made with high-quality materials, which increase the durability of the garments, and production methods that have fewer emissions.