EU proposes stricter regulation of ‘fast fashion’

The European Union aims to cut the number of products which are simply destroyed after failing to sell.

The European Commission reportedly aims to introduce new legislation which could impact the supply of ‘fast fashion’ products. These have been defined as ‘low-priced but stylish apparel and footwear items that move quickly from design to retail to meet trends, with new collections introduced continuously’.

Within the European Union, the ‘Green Deal’ (part of the EU’s strategy to transition to a circular economy) aims to cut the number of products which are simply destroyed after failing to sell due to overproduction. This plan, which also intends to tackle overconsumption of apparel and footwear, is said to include the introduction of more stringent rules embracing demands that products are made with at least a proportion of recycled fibre, that no ‘dangerous materials’ are used, and that these goods are made in more recyclable, resilient and reusable forms.

In addition, the Green Deal aims to limit the proliferation of environmental labelling schemes by setting minimum standards for any new schemes. The Commission is also seeking to end so-called ‘greenwashing’ by educating consumers and tightening up the regulation of environmental claims.

Publishing Data

This article was originally published on page 2 of the May 2023 issue of SATRA Bulletin.

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