Ultra-Fast Fashion Sparks First Carbon Emission Rise in Four Years
The fashion industry has faced years of pressure to reduce its environmental impact, yet new data shows that progress is slipping. A recent report reveals that ultra-fast fashion is now a major driver behind the first rise in fashion-related carbon emissions in four years.
The findings highlight how relentless production and reliance on synthetic fabrics are steering the industry away from its climate commitments.
The Rise of Ultra-Fast Fashion
Ultra-fast fashion brands like Shein and Temu have transformed shopping habits, offering a constant stream of low-cost clothing delivered at remarkable speed. Their business model thrives on rapid production cycles, massive product ranges, and aggressively low prices that attract global customers. While this strategy has fueled impressive growth, it has also triggered mounting environmental concerns.
According to the Apparel Impact Institute’s Roadmap to Net Zero report, fashion’s carbon emissions rose 7.5% in 2023—the first increase since 2019. The study points directly to the surge in virgin polyester use and higher production volumes as key factors.
Instagram | southafriworld | Shein and Temu offer a constant flow of affordable clothing with incredibly fast shipping.
Virgin polyester, derived from fossil fuels, is cheaper than recycled alternatives but significantly heavier in emissions. With ultra-fast fashion brands scaling operations worldwide, the link between their growth and rising emissions has become hard to ignore.
Polyester and Its Environmental Toll
Polyester has become the backbone of mass-market clothing because of its durability and low cost. Yet, its production is energy-intensive and dependent on nonrenewable resources. The report highlights that the comparative expense of recycled polyester continues to limit adoption, making virgin polyester the default choice for many brands.
For ultra-fast fashion companies, the focus remains on speed and affordability rather than long-term sustainability. This imbalance is creating a widening gap between industry climate goals and actual progress.
Shein’s Controversial Position
Shein has quickly become one of the most recognizable names in fashion, surpassing established giants like Zara and H&M in global market share. But alongside this success comes scrutiny. In 2023, the company reported emissions of 16.7 million tons, representing a staggering 45% jump from the previous year. That figure also marked a 175% rise compared to 2021.
Despite announcing a net-zero-by-2050 target validated by the Science-Based Targets Initiative, critics remain skeptical. Many question whether a business model built on producing massive volumes of low-cost clothing can align with climate goals. Recent penalties, including a €1 million fine in Italy for greenwashing, have further intensified the pressure on Shein to demonstrate genuine progress.
Growing Regulatory Pushback
Governments are beginning to step in as public pressure builds. France has already advanced legislation aimed at curbing ultra-fast fashion’s reach. Proposals include new taxes on items with poor environmental ratings, restrictions on advertising, and limits on influencer partnerships that promote disposable clothing. In the UK, Shein’s attempt to move forward with an IPO has met resistance linked to its ethical record, while scrutiny in other markets is also intensifying.
Such actions signal that regulators are increasingly unwilling to let fashion brands operate unchecked. By targeting both marketing practices and production models, these measures aim to hold companies accountable for the environmental costs of their growth strategies.
The Industry’s Crossroads
Instagram | sheinofficial | Shein is facing pushback on its UK IPO and rising global scrutiny over its ethical record.
The Apparel Impact Institute has stressed the importance of collaboration in tackling fashion’s emissions problem. Large companies that commit to science-based climate targets face the challenge of catching up on years of unchecked growth. Without greater investment in sustainable materials, supply chain transparency, and shared responsibility, the industry risks falling further behind its climate pledges.
Some brands may choose to align with organizations like the Institute to benefit from collective funding opportunities, access to lower-interest financing, and improved credibility in sustainability efforts. But until ultra-fast fashion companies shift focus from short-term gains to long-term accountability, meaningful progress will remain elusive.
Ultra-Fast Fashion at a Turning Point
Ultra-fast fashion has redefined how people shop, but its environmental footprint is becoming harder to dismiss. The latest rise in emissions makes clear that the industry’s race toward growth is colliding with global climate goals. Regulatory actions, public pressure, and critical data all point toward an urgent need for change.
The model that once promised endless new styles at unbeatable prices now faces a reckoning. For ultra-fast fashion to have a future, it must move beyond promises and commit to tangible action that aligns with sustainability. Without that shift, the very growth that fueled its success may be the force that limits its future.