This research aims to explore why the fast fashion industry keeps growing despite growing knowledge about its environmental and social costs. The clothing industry is among the most unsustainable sectors in the global economy, accelerated by the fast fashion business model, and major changes in the industry are needed to be able to reach the Sustainable Development Goals (SDGs). In recent years, the industry and the public have become more aware of its negative impacts. However, the industry is still growing, and, with the current production and consumer patterns, this can have catastrophic outcomes for the planet. This research explores the real cost of fast fashion by looking at the negative externalities of the industry. Moreover, the study identifies the drivers of the market growth focusing on consumers, companies, and policy makers - three main actors in the sector.
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