Fast Fashion’s Dirty Secret: Why Ireland Can’t Keep Turning a Blind Eye
There’s a myth we tell ourselves about fashion—that it’s harmless—that what we wear is just a personal choice, a bit of fun, a splash of self-expression. But scratch the surface, and the truth isn’t so pretty. Fast fashion is one of the most destructive industries on the planet, and Ireland, despite its size, is playing a bigger role in the problem than we like to admit.
The numbers don’t lie. Irish people consume an average of 53kg of textiles per year, more than twice the EU average. That’s mountains of cheap, trend-driven clothing pouring into the country every day, only to be discarded just as quickly. In fact, we send over 63,000 tonnes of textiles to landfills annually, much of which are synthetic, meaning they won’t break down for decades. If you think those overflowing charity shop bins mean your unwanted clothes are going to ‘a good home,’ think again—most of them are shipped off to the Global South, dumped in countries already drowning in our waste.
Let’s also discuss what it takes to produce all this throwaway fashion. The industry is responsible for 10% of global carbon emissions, making it dirtier than aviation and shipping combined. A single T-shirt takes 2,700 litres of water to make. That’s enough for one person to drink for two and a half years—just for a cheap top that might get worn twice before it ends up in the bin.
But the most uncomfortable truth is that we know all this and still buy into it. We’re aware of the reports about sweatshop labour, the factories collapsing, and the workers earning a few cents per hour so we can grab a €10 dress from a high street chain. We read the headlines about fast fashion giants like Shein producing more than 10,000 new designs per day, built for nothing more than a viral moment before being tossed aside. We hear about the microplastics shedding from synthetic fabrics, washing into our oceans, and showing up in our food. And yet, we click ‘Add to Cart’ anyway.
Why? Because fast fashion has made it easy. It’s designed to be irresistible—cheap, convenient, constantly new. It’s a system built on speed and disposability, training us to see clothes as short-term, temporary, something to be consumed rather than valued.
But here’s the thing: we’re not powerless in this. In the same way we bought into fast fashion, we can choose to step out of it. It’s not about never shopping again or spending a fortune on sustainable brands. It’s about breaking the habit of mindless consumption. Shopping second-hand. Selling or swapping instead of tossing. Asking ourselves—Do I actually love this? Will I wear it in a year? —before handing over our card.
Because the reality is that fast fashion won’t change until we do. And Ireland can’t afford to keep looking the other way.