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GQ: Get Real, Fast Fashion Isn't Going Anywhere

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In response to an article decrying fast fashion on the Huffington Post, a GQ writer has taken the unpopular position of defending chains like Zara and H&M. It's an interesting read.

Writer Jake Woolf notes that fast fashion didn't invent the endless trend cycling of the fashion industry, stating, "This has been the reality since the '50s," and that most people in the US can't afford to buy designer, noting that, "A coat from a high-end designer can cost $3,000." But he really gets going when discussing the prescription, stated by HuffPo, that shoppers should just "buy less, buy local, and educate themselves."

It's impractical and asinine. A few hipsters in organic cotton T-shirts mean nothing to these behemoths of retail. Generally speaking, from an aesthetics standpoint, people currently want fashion-forward clothing. And what exactly is local to a person living in the middle of Wisconsin? It's the mall. It's Zara. People are certainly not going to simply start buying less because it's 'the nice thing to do.'
The answer doesn't lie in trying to change consumer behaviors, because at the end of the day, people will more or less just buy whatever is the best product for their money—they're not usually willing to pay a premium just because something is more 'socially and environmentally conscious.' It may be hard for some to admit, but the industry will not change until a retailer can find a way to be aware of their 'triple bottom line'—planet, people, and profit—while also, and most importantly, making a superior product to Zara and H&M."
Kudos to GQ, and Woolf, for getting real about the challenges facing the industry. While buying strictly local and/or designer is not accessible for most people, at least some shoppers are beginning to think about where their clothes are made. And that's gotta be progress, right?
· 4 Counterpoints to "5 Truths Fast Fashion Doesn't Want You To Know" [GQ]
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