The priority during this time period was increased production and therefore the impact of this new industry on the environment was not factored into the process. Likewise it was during this time when the fast fashion and obsessive consumption for clothing was integrated into the society's subconscious. Yet, as society's needs and wants have developed, the fashion industry has evolved to meet the requirements of its consumers. The industry is currently incredibly fast paced as it is expected to change and innovate every season, but fast fashion comes at a devastating cost. At the moment, beyond the social trauma the fashion industry has caused to both the underpaid workers in foreign lands and the global mentality and attitude towards beauty, it gravely affects our environment through its excessive transportation, misuse of energy, landfill impact and carbon emitions. .
Currently, this industry works under an extremely energy inefficient regimen because consumers and countries haven't applied the necessary pressure the create change. Regarding the consumer aspect there is a lack of information and understanding of how clothing items are created and how cheap prices result in high costs in terms of social and environmental capital. Furthermore, the wastefulness of the industry is not limited to isolated aspects of it but rather ongoing process from global production that is divided into countries and requires transportation to the need to maintain and care for poor quality products that are meant to be temporal. For instance we must take into consideration that the fashion industry is an international business and that the production of a single item of clothing often involves at least three different countries.