Is Fast Fashion Dead? Why Rental is the Future
What is Fast Fashion?
Fast fashion is affordable yet trendy clothing meant to meet consumers’ need to wear the latest trends. According to Good On You, “It plays into the idea that outfit repeating is a fashion faux pas and that if you want to stay relevant, you have to sport the latest looks as they happen. It forms a key part of the toxic system of overproduction and consumption that has made fashion one of the world’s largest polluters.” Wait. A toxic system?
Why is Fast Fashion a Problem?
Not only is the speed with which you find your newest beloved top astounding but it’s also permissive of the idea that it’s “no big deal” to toss that shirt once the seam tears on the second wear. Hey, it only cost 8 bucks! Right?
Maybe not. The true cost is the impact on the environment and the wasteful consumerism fast fashion encourages.
As HuffPost states, “[fast fashion] clothing is designed to fall apart”.
Where do these broken, discarded garments go? Into landfills.
With the breakneck speed of throwaway fashion, landfill issues aren’t the only environmental problem on the table. The fashion industry is responsible for 10% of the world’s carbon emissions, making it one of the top 10 highest polluting industries in the world.
Add in issues ranging from child labor to unsafe working conditions and the exploitation of workers, the fashion industry can do better.
What Can We Do About It?
Tara Clark, founder of Modern Mom Style Box, says, “As consumers, we need to shift our focus to quality over quantity so we can have fashionable wardrobes that don’t break the bank or the environment.” What does that mean?
Repair, reuse and recycle.
We need to employ the practices of “slow fashion,” which includes renting our clothes, buying secondhand and fixing damaged clothes rather than throwing them away.
According to a new report from ThredUp, one of the world’s largest online resellers, 40% of thrifters say they’re replacing fast-fashion purchases with secondhand clothing, and resale is expected to be more than twice as large as fast fashion by 2030.
Not surprisingly, the trend is being driven by millennials and Gen Z consumers, who have shown greater demand for sustainable products as mega retail chains are increasingly criticized for their environmental impact and material waste. A purchase of one item that’s used, versus new, is estimated to displace 17.4 pounds of carbon emissions normally released during clothing production, reducing its carbon footprint by 82%.
Join the rental revolution
A fresh crop of businesses are rising with a focus on renting rather than buying, including Modern Mom Style Box, the first clothing rental service designed exclusively for moms and moms-to-be. Curated in partnership with Modern Mom Probs, the new rental service allows members to create a virtual wardrobe of versatile outfits the modern mom needs, providing options that allow moms to elevate their wardrobe, increase confidence and save time doing it.
Modern Mom Style Box aims to eliminate the days of grabbing the same shirt at the top of the laundry pile on the way out the door. Pairing fashion with function, Modern Mom Style Box offers everyday staples and today’s trends, giving busy moms a chance to try new styles in an easy and affordable way.
Members can browse handpicked pieces from the collection of brands including Anne Klein, BB Dakota, Calvin Klein, Cupcakes and Cashmere, Faherty Brand, French Connection, Leota, and more. For a flat $60 monthly fee, members receive 3 items at a time, that they can wear as long as they want. When they’re ready to try something new, they can swap styles out for 3 new ones all month long– with unlimited exchanges!
Modern Mom Style Box members also receive:
- Free shipping both ways
- Free eco-friendly dry cleaning
- Option to purchase items they love at a discounted price
“Having accumulated insight through Modern Mom Probs, many of the recurring conversations I see from moms center around self-confidence, identity, and how to find comfort in the skin they’re in,” said Tara Clark. “In curating this collection of clothing with Style Box my goal is to tap into these issues and provide a fun and accessible way for moms to feel beautiful and stylish despite the busyness of their daily lives.”
“We’re excited to launch Modern Mom Style Box, an affordable and easy to use rental service with fun new styles for moms to wear everyday,” said Jessica Dvorett, SVP Head of Growth, CaaStle. “This collection is edited for the multi-faceted lifestyle of today’s ‘modern mom,’ including beloved and iconic contemporary brands to help her look and feel her best every day and during the special moments in between.”
The Future of Fashion
Looking to the future, we can hope that people can continue to make informed decisions about the clothes they buy while it’s by reading Fashion Revolution’s yearly Transparency Index and learning about how to shop more sustainably, renting their wardrobe through services like Modern Mom Style Box or cutting back on fashion consumption.
