Fast Fashion and Sustainability Challenges: A Critical Review with Insights from Cyprus

The main aim of this article is to review the impact that the fast fashion industry has on the environment, and more specifically, climate change, focusing on the case of Cyprus. Fast fashion is the modern scourge that undermines environmental well-being and exacerbates the environmental crisis, as the manic urge of people nowadays to purchase new clothes just to be ‘’fashionable’ and ‘’trendy’’ can be one of the most catastrophic habits of the modern world. In this article, the significant environmental impact fast fashion has on the environment will be discussed, along with related research from all over Europe, focusing mainly on Cyprus, an island where consumer habits increasingly align with global trends. First, fast fashion contributes significantly to climate change through excessive carbon emissions, water pollution, and textile waste, additionally its massive amounts and rapid production can lead to unsustainable practices. These practices include the overuse of natural resources and reliance on synthetic materials that release microplastics into the environment, having a negative impact on human and animal health. In Cyprus, many people seem to be aware of the negative effect fast fashion has, yet not many changes have been implemented to minimize the unconscious and unsustainable shopping habits. Promoting sustainable fashion brands, encouraging circular economy practices, and enhancing consumer education on ethical fashion choices, can, along with the presence of a growing anti-fast fashion movement, suggest a shift toward more responsible consumer behaviour. To conclude, further research can be made to better determine the habits of the people of Cyprus on fast fashion, yet by fostering a culture of sustainability and responsible consumption, Cyprus has the potential to reduce its contribution to climate change and lead by example in the fight against environmental degradation.