The global fashion industry has undergone a seismic transformation in recent decades, driven by the rise of fast fashion and increasing consumer demand. Overconsumption of clothing has become a critical issue, with both environmental and social repercussions.
In the early 2000s, the average consumer purchased about 60% fewer clothing items compared to today. A study by the Ellen MacArthur Foundation found that global clothing production doubled between 2000 and 2015, fueled by declining costs and shorter fashion cycles. However, while consumption has surged, the lifespan of garments has dramatically decreased. On average, people now keep clothing items half as long as they did two decades ago. This trend has led to the discarding of approximately 92 million tons of textile waste annually, much of which ends up in landfills or incinerators.
The environmental impact of overconsumption is staggering. Producing a single cotton T-shirt, for instance, requires about 2,700 liters of water—equivalent to what an individual drinks over 2.5 years. The fashion industry now accounts for 10% of global carbon emissions, a figure that surpasses the combined emissions from international aviation and shipping.
Comparatively, pre-2000s clothing consumption was slower and more sustainable. Consumers invested in higher-quality garments and repaired items rather than discarding them. In 1980, the average American household spent about 6% of their income on clothing, compared to under 3% today, reflecting the shift toward cheap, disposable fashion.
Solutions to this crisis include promoting sustainable fashion brands, encouraging circular economy practices like recycling and upcycling, and fostering a culture of mindful consumption. By addressing overconsumption, society can reduce its environmental footprint and pave the way for a more sustainable future. Reversing current trends will require collective action, but the benefits are undeniable.
DAAD-Gastprofessorin at Julius-Maximilians-Universität Würzburg