Europeans abandoning fast fashion, industry needs to change
The average European buys nearly 26 kg of textiles annually and discards 11 kg. Although consumer awareness of fashion’s environmental impact is growing, lasting change requires action from brands and regulators. According to Agnieszka Wąsowska-Telęga of Fashion Revolution Poland, the fashion industry heavily pollutes through microplastics, chemical use, and textile waste. While 45% of consumers avoid fast fashion and 24% buy second-hand, limited access and affordability remain barriers.
Fashion Revolution promotes circular economy principles and supports small brands in adopting sustainable practices. From January 2025, Poland enforces separate textile waste collection, with more eco-design and ESG reporting regulations expected. Structural reform and responsible production are essential to reducing fashion’s ecological and health impact long-term.
