Project ReThread: Developing Habits of Sustainable Fashion Consumption Among Gen Z

Fast Fashion yields profound negative consequences on both the environment and society, leading to an annual release of 4.13 billion lbs. of CO2 emissions (according to the IEA). Driven by passing trends, fast fashion brands flood the market with excessive merchandise, often priced lower than more sustainable alternatives, promoting a culture of rapid consumption and disposal among consumers. The number of Gen Z (born between 1995 and 2010) who shop for fast fashion is higher than ever, despite this generation’s stance on environmental sustainability and social activism. While there are many possible reasons that influence Gen Z to shop fast fashion, accessibility and affordability are among the top reasons. However, fast fashion does not exist without long-term environmental and social costs, some of which are difficult to overlook. Solutions are needed that encourage Gen Z to develop sustainable habits in fashion consumption.