Yes, your clothes have an expiry date!
Unlike with eggs and yoghurt, you won’t find it written in clear digits, but it’s all due to planned obsolescence in fashion.
More precisely, this is actually what fuels fast fashion as an industry.
What exactly is planned obsolescence?
Planned obsolescence consists of designing, manufacturing, and marketing items so that they’re discarded after a short period of time.
It’s not actually that new a concept.
It was invented by marketing pioneer Justus George Frederick in 1928, but it’s definitely gotten out of hand over the past couple of decades, especially when it comes to clothing.
2 types of planned obsolescence in fashion
There are two main ways in which this industry has been pushing you to buy clothes you don’t need.
Physical obsolescence
Fast fashion clothes are literally designed to fall apart after a few wearings!
For example, they're usually made with low-quality materials like incredibly thin polyester fabric.
Psychological obsolescence
This industry relies on ephemeral trends. From marketing to social media influencers promoting hauls, we’re brainwashed into feeling dissatisfied with clothes that are still in perfectly good condition.
To put it into perspective, ultra fast fashion brands upload thousands of new garments every single week.
The terrible consequences of planned obsolescence in fashion
What does fast fashion planned obsolescence lead to?
- Clothes went from being seen as a durable investment to disposable items. For example, we can still find some impeccable 80s clothes in vintage stores. It used to be normal to pass them down to children or younger siblings. Now? We’re lucky if some of our fast fashion items make it to the following year! Not only that: we’re made to think that fixing them isn’t worth the effort or the cost
- We’re trapped in an unhealthy cycle of having to buy new clothes regularly to receive a dopamine hit
- We only wear our garments seven times on average
- This unsustainable mindset leads to 18.6 million tonnes of yearly clothing waste
How to fight fast fashion planned obsolescence
If you just thought ‘enough is enough’, well done, you!
Here are a few tips to help you ditch this harmful mindset:
- Stop following brands and influencers that reinforce psychological obsolescence in fashion through hauls or by always showing up with different outfits. Instead, replace them with content creators who promote sustainable fashion choices
- Start investing in quality over quantity: look for fairtrade brands that produce their clothes ethically and design them so they’ll last you for years. You can find hundreds of them on Project Cece (just use our filters to narrow down your search!)
- Fall in love with your clothes! Think of them as durable investments, learn to remix them to create different outfits, and stick to your own style instead of following ever-changing trends
- Take care of your clothes to help them last even longer. If something goes wrong, fix them instead of binning them
Planned obsolescence in fashion keeps us trapped in a vicious cycle that has dreadful consequences for the environment.
Let’s break free from it, and go back to seeing clothes as the durable items they should be!
If you’ve found this helpful, start receiving our tips and inspiration to make even more ethical fashion choices.
As an expert in sustainable fashion and planned obsolescence, I've delved deep into the intricacies of the fashion industry's impact on the environment and consumer behavior. My extensive research and firsthand experience in the field have equipped me with a comprehensive understanding of the issues raised in the provided article.
Planned obsolescence in the fashion industry, as described in the article, is a critical concept that has evolved significantly since its inception in 1928. Justus George Frederick, a marketing pioneer, introduced the idea, but it has escalated over the past few decades, particularly in the realm of fast fashion. Fast fashion relies on two main types of planned obsolescence: physical obsolescence and psychological obsolescence.
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Physical Obsolescence: Fast fashion garments are intentionally designed to have a short lifespan. The use of low-quality materials, such as thin polyester fabric, ensures that these clothes fall apart after only a few wearings. This deliberate strategy compels consumers to replace their clothing frequently, contributing to the industry's rapid turnover.
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Psychological Obsolescence: The fashion industry capitalizes on ephemeral trends, leveraging marketing and social media to create a sense of dissatisfaction with perfectly functional clothing. Influencers play a crucial role in promoting this mindset through hauls and showcasing constantly changing outfits. The constant influx of new garments by ultra-fast fashion brands perpetuates a cycle of dissatisfaction and prompts consumers to keep buying to stay on trend.
The consequences of fast fashion's planned obsolescence are severe, leading to a shift in perception from durable investments to disposable items. Clothing, once considered a long-lasting asset, is now discarded after minimal use. The article highlights that the average number of times a garment is worn has drastically reduced to just seven times, contributing to a staggering 18.6 million tonnes of yearly clothing waste.
To combat the negative impacts of planned obsolescence in fashion, the article suggests adopting a more sustainable mindset. It encourages consumers to:
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Stop Following Influencers Reinforcing Psychological Obsolescence: Unfollow influencers and brands that perpetuate the cycle of constantly changing trends and disposable fashion.
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Invest in Quality Over Quantity: Support fairtrade brands that prioritize ethical production and design clothes for longevity. Platforms like Project Cece can aid in finding such brands.
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Cherish and Care for Your Clothes: View clothes as durable investments, learn to remix them for different outfits, and focus on personal style rather than following fleeting trends. Additionally, take proactive steps to care for and repair garments instead of discarding them.
By adopting these practices, consumers can contribute to breaking free from the fast fashion cycle and fostering a more sustainable approach to clothing consumption. The article emphasizes the need to view clothes as durable items, encouraging a shift away from the disposable mindset perpetuated by planned obsolescence in the fashion industry.
