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The fast fashion industry has transformed how we consume clothing, offering affordable, trendy pieces at breakneck speed. Over the past two decades, annual garment production has nearly doubled, with global fashion consumption increasing by an astounding 400%. This unrelenting pace of production and consumption has come at a steep environmental cost: the fashion industry is responsible for up to 10% of global carbon emissions and is the second-largest consumer of water worldwide.
Yet, despite growing awareness of this environmental toll, fast fashion brands remain resistant to adopting sustainable materials like hemp. Why? The reasons are complex and deeply rooted in economics, supply chains and consumer behaviour. Let’s explore the challenges and uncover why sustainable fashion, despite its necessity, is often at odds with fast fashion’s business model.
The True Cost of Sustainable Materials
One of the primary reasons fast fashion brands avoid sustainable materials is cost. Sustainable fabrics, particularly hemp, are significantly more expensive than their synthetic counterparts. For example, pure hemp fabric costs nearly eight times more per kilogram than virgin polyester.
Here’s a snapshot of average fabric costs per kilogram (at 290gsm):
- Pure Hemp: $22
- Pure Linen: $20
- Hemp Blend with Organic Cotton: $18
- Organic Cotton: $16
-
Virgin Polyester: $3
This disparity highlights the economic challenge for fast fashion brands, whose business model depends on razor-thin margins, low prices, and high turnover. Unlike synthetic fabrics, which are cheap and quick to produce, natural fibres like hemp and organic cotton require more resources and time. Hemp cultivation, for example, involves labour-intensive farming practices, seasonal growth cycles, and specialised processing infrastructure—all of which drive up its price.
For sustainable fashion brands, these higher costs leave little room for profit. While fast fashion brands enjoy hefty markups, sustainable brands often operate with significantly narrower profit margins, even though their price tags may be higher. This contradiction—higher costs for the brand but lower profits—is a key barrier preventing widespread adoption of sustainable materials.
Consumer Demand for Cheap and Trendy Clothing
The fast fashion industry thrives on one central pillar: consumer demand for low-cost, trendy clothing. This insatiable appetite for “micro-trends” incentivises brands to focus on affordability and speed, often at the expense of sustainability.
Unfortunately, the higher price of sustainable garments makes them less accessible to the average consumer. Fast fashion has conditioned shoppers to expect low prices, and even when consumers express concern for environmental issues, price often remains the deciding factor.
This disconnect between values and behaviour creates a vicious cycle. Consumers opt for cheaper options, fast fashion brands prioritise profitability, and the environmental damage continues unchecked. While awareness around sustainable fashion is growing, the shift in consumer mindset needed to drive widespread change is still in its early stages.
According to the United Nations, the fashion industry is responsible for 10% of global carbon emissions and is the second-largest consumer of water worldwide. The rise of fast fashion has exacerbated this environmental impact, with clothing consumption expected to increase by 63% by 2030.
The Scarcity of Sustainable Textiles
Beyond cost, the limited availability of sustainable textiles like hemp is another challenge. The global supply chain for hemp fabric is still in its infancy compared to established systems for conventional cotton or synthetic materials. This lack of infrastructure results in a supply-demand imbalance, further inflating the price of hemp fabrics.
In contrast, synthetic fabrics like polyester can be produced continuously in massive quantities. Hemp production, however, is limited by agricultural cycles, making it harder to meet the fast fashion industry’s need for scalability.
For smaller Australian sustainable fashion brands, sourcing materials like hemp can be both expensive and logistically challenging. Because Australia currently lacks the resources to produce hemp locally, brands often rely on international suppliers who may struggle to meet large-scale demand, creating another obstacle to mainstream adoption. Here at ZONE, we work tirelessly to maintain enduring, reliable relationships with sustainable, ethical suppliers of hemp, organic cotton, cork and linen.
Myth: Natural Fibres Don’t Perform As Well As Synthetics
Another factor hindering the adoption of sustainable fabrics is their assumed functionality: synthetic materials like polyester and spandex dominate activewear and fitted clothing markets due to their elasticity and assumed durability.
However, innovations in fabric technology are helping break this pattern. For example, at ZONE, we’ve developed sustainable yoga wear that uses 95% natural materials, combining the benefits of hemp and organic cotton with minimal synthetic components for added stretch and functionality. These advancements demonstrate that sustainable materials can compete with synthetic fabrics in terms of performance.
What Can You Do to Support Sustainable Fashion?
While the barriers to sustainable fashion are significant, change is possible—and consumers play a crucial role in driving that change. Here’s how you can make a difference:
1. Resist Fast Fashion’s Allure
Before buying a new item, ask yourself: Do I really need this? Fast fashion thrives on impulse purchases and fleeting trends, but you can break the cycle by embracing a more mindful approach to consumption. Consider upcycling old clothes, swapping garments with friends, or shopping second-hand to refresh your wardrobe sustainably.
2. Choose Natural Materials
When purchasing new clothing, prioritise items made from sustainable fabrics like hemp, organic cotton or linen. Hemp clothes are durable, breathable and biodegradable, making them an excellent eco-friendly alternative to synthetic options. Sustainable yoga wear made from these materials combines comfort with a reduced environmental impact.
3. Support Sustainable Brands
Every dollar you spend is a vote for the kind of world you want to live in. By choosing to support brands that prioritise sustainability and ethical practices, you help shift the industry toward more eco-conscious standards. Here at ZONE by Lydia, every purchase you make will contribute to 1% for the Planet — a global initiative where businesses commit to donating 1% of their annual revenue or income to environmental and social causes.
4. Educate Yourself and Others
Knowledge is power. Understanding the true cost of fast fashion—and sharing that knowledge—can inspire others to rethink their shopping habits. Together, informed consumers can create a ripple effect that pressures brands to adopt more sustainable practices.
Why Hemp Is the Future of Sustainable Fashion
Hemp is one of the most sustainable crops available for fashion. Unlike conventional cotton, which requires vast amounts of water, hemp thrives with minimal irrigation, making it far more water-efficient. It also grows without the need for chemical pesticides or herbicides, as it is naturally resistant to pests and weeds. Beyond this, hemp is a regenerative crop that enriches the soil, prevents erosion, and even removes toxins, making it invaluable for sustainable farming.
What sets hemp apart is its incredible versatility. It can be used not only for clothing but also for building materials, biofuels, and paper, making it the crop of choice for a circular economy. Additionally, hemp fabrics are breathable, durable, and biodegradable, reducing waste and pollution compared to synthetic options. By incorporating hemp into fashion, we can significantly lower the environmental footprint of the industry while embracing materials that support both the planet and people.
The Road Ahead: Balancing Cost and Responsibility
Sustainable fashion represents a critical step toward reducing the environmental impact of the fashion industry. However, achieving this vision requires a fundamental shift in how we produce, consume and value clothing.
While fast fashion brands continue to prioritise profits, sustainable brands are paving the way for a better future, despite the challenges. These brands operate with authenticity, compassion and a commitment to the planet—values that resonate with a growing number of consumers.
As individuals, we have the power to influence this transition. By making thoughtful choices and supporting sustainable practices, we can help drive meaningful change. Together, we can envision a fashion industry that values people and the planet as much as it values profits.
As modern humans, we’re so accustomed to fashion being cyclical that it can be difficult to accept that slow fashion isn’t a trend—it’s a necessity. And while the road may be long, every step we take brings us closer to a more sustainable and equitable future.
Shop Slow Fashion and Sustainable Yoga Wear at ZONE
Ready to take the next step toward sustainable living? Explore our consciously designed collection. From hemp clothes to sustainable yoga wear and cork yoga mats to hemp underwear, each piece is carefully crafted with natural fibres that are better for you and the planet.
Shop hemp clothing and sustainable yoga clothes now and join the movement for a more ethical, sustainable future in fashion.
