GEOG 121 Response Letter

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Apr 3, 2024

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Holistic Transformation of Fashion Industry: Circular Fashion System Brenda Gunawan ID: 29791829 University of British Columbia GEOG 121: Geography, Environment, Globalization Section 102 Dr. Jessica Dempsey and Dr. Mohammed Rafi Arefin 10 December 2023
Background Fast fashion has been the biggest contributor to environmentalism degradation and many social problems (Stallard, 2022). According to Stallard, fast fashion can be determined as any mass-produced clothing using cheap production cost (Stallard). It is concerning because it flourishes among Gen z due affordability issues (Upton-Clarke, 2023). Fast fashion is popular and thriving because it is supported by the digitalization of the fashion market. According to Upton-Clarke, Gen Z has a tendency to have more concern towards environmental degradation but at the same time they develop a consumerism behaviour in terms of fast fashion shopping due to cost affordability and “buy-now-think-later” approach that is promoted by live shopping in social media platforms (Upton-Clarke, 2023). She thinks that live shopping has successfully boosted sales of fast fashion clothes because they are time sensitive (less time for consumer wise consideration), more affordable than sustainable products and purchasing it is usually very convenient, “just one click away” (Upton-Clarke, 2023). Fast fashion companies benefit the most from this type of consumption behavior. The solution she proposed is to shop second hand and involve sustainable brands more in social media targeting Gen Z and jump to the live-shopping methods of selling (Upton-Clarke, 2023). Argument The author of “The Devil Wears Shein” has valid points of views toward the reason why fast fashion is growing vigorously although people are well aware of the environmental cost of the industry. However, the solution she proposed doesn't entirely solve the problem because it only gives solutions for the consumer side, when the problem is more holistic. In order to have a systemic change in the fast fashion business industry and to reduce the environmental cost, authority figures such as government and world certified organizations must strictly reinforce green and ethical business practices to the supplier side of the fast fashion industry. There must
be a higher power to regulate and monitor the industry in order to achieve a transition to a circular fashion system . Circular Fashion System Instead of investing in a fast fashion garment, I think a switch to a circular fashion system can be a solution for a better environmental justice. For this system to be implemented, there must be strict regulations and policies which include factory monitoring and inspection. Transparency in the fashion supply chain is an important aspect in the inspection (Fraser & van der Ven, 2022). A circular fashion system is based on a more responsible approach in clothing production which main considerations are sustainable supply chain and waste management (Manshoven & Wim, 2022). This system includes: material substitution, equipment modification, machinery technology, and reuse/recycling in order to create an environmentally responsible garment (Toprak & Anis, 2017). Fraser and van der Ven studied how fashion company transparency can increase using many hypotheses to test on. Their research proposes that scandal is the biggest contributor to increasing company transparency. “ Retailers that have faced ethical or environmental scandals will have higher levels of transparency.” (Fraser & van der Ven, 2022). They gave the example of H&M that faced issues with discharge of chemical waste that polluted the waterway of their manufacturing factory, reported by the Greenpeace Detox Campaign in 2011 (Fraser & van der Ven 2022). As a result of months of pressure by the media, H&M pledged to cut back on the use of chemicals and revealed their lists of prohibited chemicals (Fraser & van der Ven, 2022). This case has shown us the importance of inspection and media coverage including public pressure in reinforcing a circular fashion system. Who is Responsible?
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