We’re Living In A Polyester Pandemic

In the world of fashion, what you see isn’t always what you get.

With fast fashion on the rise and brands under pressure to keep up with new trends, they have turned to convenient and cheap material to achieve this. Peel back the label, and chances are, you’ll find a familiar name lurking beneath – polyester.

Known for becoming fashion’s favourite shortcut, polyester has become the world’s most widely used textile and currently makes up for half the world’s clothing. Polyester has woven its way into every corner of every clothing store — from runway to retail.

Polyester is a synthetic plastic-based textile that is cheap to manufacture, in comparison to natural materials like cotton or wool that take longer to manufacture, with polyester is an easy fix. It has long been viewed as a poor fabric, typically associated with low-cost clothing rather than luxury fashion.

However, this stereotype is rapidly changing, as both high-end and fast fashion brands increasingly incorporate polyester into their collections. Today, there is no clear distinction between who uses polyester — luxury labels and affordable brands alike are embracing this plastic-based material.

High-end brands such as Balenciaga, Gucci, or House of CB are widely regarded as luxury clothing brands. We assume they offer well-made, high-quality items, justified by the price their products are marketed at. The sad reality? Even a $1,000 t-shirt from a luxury brand is often the same quality as a t-shirt found on the Shein website.  This moves away from the stereotype that buying cheap equals cheap material.

Take PrettyLittleThing as a case study. Earlier this year, the brand unveiled a sleek new logo, toned down its party-girl aesthetic, and announced its pivot toward a more ‘luxury’ identity. Prices jumped, colours muted, and a minimalist aesthetic was unveiled.

But behind the new rebrand was still the same polyester packed garments. It’s a classic case of style over substance. This made online shoppers of the brand weary and demolished the idea that a higher price tag guarantees higher quality.

The rapid changing of trends every week has fuelled this mass consumption in the form of fast fashion. Residents in the EU for instance, we use nearly 26 kilograms of textiles each year but discard about 11 kilograms. Alarmingly, only 1% of textiles are recycled, with a staggering 87% either incinerated or sent to landfills.

Meanwhile, the recycling of polyester remains a current challenge, once the fabric is recycled, it is difficult for it to be processed again due to the mixed materials and coloured fabrics.

So, what can be done? Whether you’re shopping online or in-store, flip the tag and check the materials. Natural fibres like cotton, linen, wool, and silk are not only more breathable and durable — they’re also far kinder to the planet. Even recycled polyester, while not perfect, is a step in the right direction, just keep in mind it’s only 14% of global production right now.

Another step to help combat this polyester pandemic is to resist the temptation to buy something just because it’s cheap or on-trend. The most sustainable wardrobe is one made up of pieces you wear often. If you’re in search for something new, consider visiting your local charity shop where you might be surprised by the hidden gems in store!

In recent years, these stores have gained popularity, especially among younger shoppers, thanks to their wide selection of high-quality finds. From real leather to durable denim, vintage pieces have stood the test of time and can be a great step toward building a more sustainable wardrobe.

Words by Alyssa O’Sullivan