Fast fashion ‘monster’ threatening industry, says ex-topshop boss

FAST fashion is a “monster” that is hurting all brands as shoppers demand cheaper prices and clothes that they only wear once, Topshop’s former fashion director has said.

Retailers have benefited from “the pressure on young people to never be seen in the same outfit”, Gillian Ridley Whittle said. She added that customers had become accustomed to the idea that “if they want fashion, they can get it at cheap prices”, which was piling pressure on all fashion brands.

She went on: “Fast fashion has become such a monster. In order to keep the prices down, because it is all so throwaway, these companies have gone to cheaper and cheaper sources for their clothes, which don’t pay their workers fairly or care about the planet.”

She said she realised sh e was “part of the problem” while at Topshop and things started “to not sit right”, driving her to set up her ethical underwear brand Peachaus.

Topshop, which is now sold on Asos following the online store’s takeover of the brand in early 2021, was previously a staple of high streets up and down the country. Ms Ridley Whittle said there was a “huge educational piece” in convincing shoppers that they should be buying fewer items, which would last them longer.

Peachaus has been set up with backing from Cedric Wilmotte, the chief executive of Michael Kors. The company, which also sells sleepwear, is on the hunt for £3m more in funding to help expand into swimwear ranges.

Ms Ridley Whittle said she could now take more control of where she was sourcing materials across her range.

Peachaus has, for example, opted against sourcing from China, something various retailers have been facing pressure over in light of human rights abuses. The brand also promotes longer use of its underwear, selling laundry bags to help items last longer. Ms Ridley Whittle said she was considering offering sewing kits so customers could repair their products.

She said: “It might be the future is that 80pc of fashion is recycled, repurposed or reused. So the question is how do we make this repair and recycling look sexy and make it attractive?”