Reimagining Fast Fashion: An Exploration of Circular Economy and Overproduction in the Danish Fashion Industry

Abstract

The purpose of this research is to identify circular economic innovations in Danish fast fashion brands and explore their potential to facilitate more sustainable production and consumption of fast fashion. Additionally, it investigates the extent to which these have the potential to disrupt and replace unsustainable fast fashion processes.
The study adopts the social constructivist philosophy of science to analyse and discuss qualitative testimonies collected from in-depth, semi-structured interviews with experienced industry experts. This had the purpose of providing an inside perspective to the current industry conditions and contextualises their observations according to industry goals and beliefs.
Key findings highlight the use of textile innovation and upcycling as key circular economic activities in the Danish market. However, it brings attention to barriers that are challenging their theorised effectiveness in reducing the environmental consequences of fast fashion. Notably, this study uncovers overproduction as the main challenge fast fashion is facing, because of both its environmental and economic effects. This problem is found to be unresolved by the circular economy and underrepresented in existing literature. Therefore, this study provides new opportunities for further academic studies. Finally, this research provides an alternative perspective that encourages the reimagining of fast fashion as a concept that can be practised without its environmentally detrimental aftereffects.