ABSTRACT
The Fast Fashion industry had swept across the globe since 2000. It had rapidly become a viable model of commercial success. However, in the past few years, the society gradually realizes the seriousness of contamination as well as abusive labor issues associated with the Fast Fashion garment industry. As a result, the general public demands that the industry ought to conform to sustainable development and to provide an improved labor environment. These put pressure on the participants of the Fast Fashion industry and since then, quite a few industry players had made declarations of sustainable development and advocated procedures to improve the working environment. However, some critics were still not impressed and commented that these efforts were not sufficient nor effective. They even consider this as part of a superficial campaign to “greenwash” the label of being a contaminator. This article hopes to investigate the dilemma surrounding the sustainability of Fast Fashion industry from the perspective of its operating strategies. This paper also includes feasibility suggestions leading to the industry's sustainable development.
