Swiss consumers are among the world’s largest spenders on fast fashion, with only Luxembourg spending more per capita.

Switzerland is a small country, but it has a relatively high population density, and with its high disposable income, it has become one of the world's largest spenders on fast fashion. According to a recent study by McKinsey, the average Swiss consumer buys about 15 kilograms of clothing each year, and the country has one of the highest rates of clothes shopping in Europe.

The impact of this trend on the environment is significant. Every year, Swiss consumers discard over 100,000 tonnes of clothes, contributing to the growing global waste problem. Only 6% of these clothes are produced sustainably, meaning that the vast majority of discarded clothes are made from synthetic materials that can take hundreds of years to decompose.

The problem is not just limited to Switzerland. The fashion industry is responsible for using vast amounts of water and toxic chemicals in the production process, leading to significant environmental damage. Textile treatment and dyeing alone account for about 20% of the world's industrial wastewater, which often ends up polluting rivers and oceans.

While some Swiss vendors are attempting to reuse materials and reduce waste, there is still a long way to go before sustainable fashion becomes the norm. Researchers like Katia Vladimirova are working hard to raise awareness about the environmental impact of the fashion industry, but they often struggle to secure funding and recognition in the field.

Ultimately, it is up to consumers to change their shopping habits and demand more sustainable fashion options. By choosing clothes made from organic or recycled materials and supporting brands that prioritize sustainability, consumers can help to reduce the environmental impact of the fashion industry and protect the planet for future generations.