Several fast fashion giants operating in Australia have come under increasing questioning regarding their environmental practices. H&M, for instance, faced significant criticism after a 2022 investigative report linked some of its overseas suppliers to severe water pollution. The report found that at least four factories producing garments for H&M in Bangladesh were discharging untreated, chemically contaminated wastewater. The pollution was so severe that it rendered entire rivers in the affected areas “biologically dead” (Enberg, 2022). In response to these challenges, H&M has launched sustainability programs aimed at reducing water usage and improving waste management. However, the effectiveness of these initiatives has been questioned, with critics arguing that the fast fashion model itself is inherently unsustainable. The Australian government has also acknowledged the need for regulatory intervention in the garment industry to address environmental concerns. In 2023, Environment Minister Tanya Plibersek signaled the possibility of implementing a levy on the sector, emphasizing the urgent need to "roll back fast fashion" (FashionUnited, 2023). This reflects the growing pressure on fast fashion retailers to adopt more sustainable practices and reduce their impact on Australia’s water resources.

In Australia, where water is already limited, this creates serious problems. Much of the cotton is grown in the Murray-Darling Basin, which is already under pressure. Fast fashion puts pressure on that, stripping away from farms, nature, and communities. Also, old clothes that end up in landfill can release toxic dyes and microfibres into the ground and water.

Browne, M. A., Crump, P., Niven, S. J., Teuten, E., Tonkin, A., Galloway, T. S., & Thompson, R. C. (2011). Accumulation of microplastic on shorelines worldwide: Sources and sinks. Environmental Science & Technology, 45(21), 9175–9179. https://doi.org/10.1021/es201811s

Commonwealth of Australia. (2020). Independent assessment of the social and economic conditions in the Murray–Darling Basin. Productivity Commission. https://www.pc.gov.au/inquiries/completed/murray-darling-basin

Fletcher, K. (2014). Sustainable fashion and textiles: Design journeys (2nd ed.). Routledge.

World Wildlife Fund. (2023). The impact of cotton on freshwater resources. https://www.worldwildlife.org/industries/cotton

Fortunately, there are some organizations actively working to mitigate the environmental impacts of fast fashion. Outland Denim, an Australian fashion brand, is taking concrete actions to address water-related issues within the industry. The company has significantly optimized its manufacturing processes, aiming to reduce overall water consumption. For example, Outland uses an ozone-based treatment and an “e-flow” nano-bubble wash system that achieves the same denim distressing effects with 65% to 95% less water than conventional techniques. This results in substantially reduced freshwater use and lower levels of contaminated wastewater in the production process. In addition, Outland Denim uses sustainable materials, such as Global Organic Textile Standard-certified organic cotton and other lower-impact alternatives. Organic cotton farming typically relies more efficiently on rainwater and avoids the heavy pesticide use associated with conventional cotton, thereby helping to reduce water pollution (Outland Denim, n.d.). This approach not only mitigates environmental harm but also sets an example for the fashion industry on how to balance fashion with responsible water consumption.

Enberg, A. (2022). Report accuses Swedish fashion chain of polluting water in Bangladesh. Anadolu Agency. https://www.aa.com.tr/en/asia-pacific/report-accuses-swedish-fashion-chain-of-polluting-water-in-bangladesh/2750290

FashionUnited. (2023). Australian environment minister warns clothing industry must 'roll back' fast fashion. https://fashionunited.com/news/business/australian-environment-minister-warns-clothing-industry-must-roll-back-fast-fashion/2024022358552

Lockrey, S., Millicer, H., Collins, R., Fennessy, L., Richardson, M., Rajaratnam, T., Hill, A., Wesselius, H., Ryder, M., Anich, J., Verghese, K., Edmunds, T., Maltby, E., Laureysens, I., Couwenberg, P., & Dalla Vecchia, D. (2022). Enabling design for environmental good sub report: Textiles sector. Department of Climate Change, Energy, the Environment and Water. https://www.dcceew.gov.au/sites/default/files/documents/enabling-design-environmental-good-sub-report-textiles_0.pdf

Matei, A., Shah, B., & Unhelkar, B. (2023). Environmental impact of fast fashion and approaches for sustainable textile production. Discover Sustainability, 4(1), 26. https://doi.org/10.1007/s43621-023-00197-6

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200. https://doi.org/10.1038/s43017-020-0039-9

Outland Denim. (n.d.). Environmental standards.https://outlanddenim.com/pages/environmental

Consumer attitudes have also shifted accordingly, with research showing that sustainability is becoming a baseline requirement for purchase decisions (Reichheld et al., 2023). Businesses risk losing market share if they fail to align with these preferences, especially among younger, environmentally conscious consumers. Historically, water-related concerns were overlooked in favour of cost and speed. However, growing awareness and advocacy have transformed water sustainability into a core pillar of business strategies, as today, nearly all of the world's top 250 companies report on sustainability metrics, reflecting the integration of ethical water management into business strategies (KPMG, 2022).

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Bailey, K., Basu, A., & Sharma, S. (2022). The Environmental Impacts of Fast Fashion on Water Quality: A Systematic Review. Water, 14(7), 1073. https://doi.org/10.3390/w14071073

Bandera, G. (2024, April 25). How the fashion industry pollutes our water. FairPlanet. https://www.fairplanet.org/story/how-the-fashion-industry-pollutes-our-water/

Carney Almroth, B.M., Åström, L., Roslund, S. et al. Quantifying shedding of synthetic fibers from textiles; a source of microplastics released into the environment. Environ Sci Pollut Res 25, 1191–1199 (2018). https://doi.org/10.1007/s11356-017-0528-7

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KPMG. (2022). Key global trends in sustainability reporting. KPMG. https://kpmg.com/xx/en/our-insights/esg/survey-of-sustainability-reporting-2022/global-trends.html

Reichheld, A., Peto, J., & Ritthaler, C. (2023, September 18). Research: Consumers’ sustainability demands are rising. Harvard Business Review. https://hbr.org/2023/09/research-consumers-sustainability-demands-are-rising

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United Nations. (2025). Goal 12 | Ensure sustainable consumption and production patterns. Sdgs.un.org; United Nations. https://sdgs.un.org/goals/goal12#targets_and_indicators

Fast fashion, characterized by the rapid production of inexpensive clothing in response to the latest trends, has become a significant contributor to environmental degradation worldwide. In Australia, while much of the clothing sold is produced overseas, the industry’s footprint is deeply felt domestically, especially through its impact on the country's precious water resources. This issue is particularly pressing given Australia's vulnerability to droughts and water scarcity.

Water Use in Textile Production

One of the most water-intensive components of fast fashion is cotton production. Although most of Australia's fast fashion garments are imported, Australia is a major global producer and exporter of raw cotton, especially from regions like New South Wales and Queensland. Producing one kilogram of cotton – enough for a single T-shirt and a pair of jeans – can use up to 10,000 liters of water globally (H2O Global News, 2021). However, Australian growers are more water-efficient, using approximately 2,400 liters per kilogram (Australian Cotton, 2021).

The Murray-Darling Basin, a crucial agricultural region in Australia, has seen significant strain from cotton farming. About 91% of Australia’s cotton farms are located in this area (Department of Agriculture, ABARES, 2021). In recent years, water extraction for cotton has led to reduced river flows, loss of wetlands, and harm to aquatic ecosystems (The Guardian, 2018). These environmental pressures raise ethical and sustainability concerns about whether water should be prioritized for water-intensive crops like cotton when the same water is needed for food production and biodiversity conservation.

Pollution from Textile Dyes and Chemicals

Beyond water consumption, the fast fashion industry also contributes to water pollution through textile dyeing and finishing processes. While much of this production occurs overseas, the impact resonates in Australia when garments are washed and discarded.

Synthetic fabrics, such as polyester – a staple in fast fashion – shed microplastics when laundered. These microplastics are too small to be filtered by conventional wastewater treatment plants and end up in rivers, lakes, and oceans (Australian Cotton, 2023). Recent studies have found microplastics in Australian waterways, including the Brisbane River and Sydney Harbour (ScienceDirect, 2024), where they pose a serious threat to marine life and water quality.

Moreover, when discarded clothing ends up in landfills – a common fate for fast fashion due to its low durability – it can leach dyes and chemicals into the soil and groundwater. Many of these chemicals are toxic and can contaminate water supplies, further exacerbating the pressure on Australia’s already limited clean water resources.

Consumer Culture and Waste

Australia is one of the highest consumers of textiles per capita in the world. The average person purchases 27 kilograms of new clothing annually and discards about 23 kilograms (Planet Ark, 2023). More than 200,000 tonnes of clothing go to landfills in Australia each year – equivalent to nearly four Sydney Harbour Bridges in weight (Australia Institute, 2023).

This wasteful consumer culture, driven by fast fashion’s promise of affordability and trendiness, perpetuates a cycle of overproduction and overconsumption that ultimately puts unsustainable pressure on natural resources, including water.

Towards Sustainable Solutions

Addressing the impact of fast fashion on Australia's water resources requires a multi-pronged approach. Consumers need to be educated about the hidden environmental costs of cheap clothing and encouraged to buy less and choose more sustainable brands. Meanwhile, policymakers can support regulations that encourage water-efficient cotton farming practices and better management of textile waste.

Investments in water recycling, improved landfill management, and promotion of circular fashion – where clothes are reused, repaired, and recycled – can also mitigate water-related impacts. Some Australian brands and organizations are already leading the way, incorporating recycled materials and using water-saving technologies in their production processes.

In conclusion, the fast fashion industry poses a real and growing threat to Australia’s water resources. From water-intensive cotton farming to pollution and waste, the entire lifecycle of a garment has consequences that extend far beyond the wardrobe. Tackling this issue requires systemic change, greater awareness, and a shift towards more sustainable and responsible consumption.

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Department of Agriculture (ABARES). (2021). Irrigation on cotton farms. https://www.agriculture.gov.au

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Planet Ark. (2023). Tackling Australia’s Textile Waste. https://planetark.org

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The Guardian. (2018). Murray-Darling: When the River Runs Dry. https://www.theguardian.com