The idea of fast fashion was that it would take a maximum of two weeks from the time a product is developed until it comes out on the market.
This by cutting steps between companies and production.
But according to Gabriella Wulff, university lecturer at the textile university in Borås, fast fashion is starting to slow down.
- In relation to Shein and their fast deliveries, established fashion giants are quite slow, she says and continues:
- You can absolutely see that it threatens the big fashion giants.
Hear the expert explain what ultra fast fashion is and how it was established by the Chinese fashion giant Shein.