Fast Fashion Isn't Dying - It's Just Getting Smarter

By: M. Musa

In May 2025, the Trump administration will enact new tariffs on foreign imports, including an end
to the “de minimis” exemption, which allowed goods under $800 to enter the U.S. duty-free. This
directly affects fast-fashion giants like Shein and Temu, which rely on ultra-cheap, small-batch
shipments from China. For critics of fast fashion, this looks like a win. However, here's an
unpopular take: this won't kill fast fashion; it'll just make it smarter and maybe even more
exploitative.


Supporters of the new tariffs argue that higher import costs will force consumers to buy less and
more consciously, shifting toward sustainable brands. But fast fashion was never about “playing
fair”; it was always about adapting fast, and that's precisely what these companies are doing.
Reports suggest that Shein is shifting part of its logistics operations to Mexico to avoid
restrictions and maintain its rapid production and delivery times. Temu, meanwhile, is exploring
bundled pricing and warehouse expansion in non-tariff-affected zones. In other words, these
brands are evolving and not panicking.


However, to maintain low prices despite rising trade barriers, companies may attempt to
decrease costs further, cutting corners on labour rights, environmental standards, and
transparency. That means worse working conditions, more pollution, and an even
harder-to-regulate system.

This tariff shift could also strengthen larger fashion corporations like Zara, H&M, and Uniqlo.
With better infrastructure and legal teams, these brands are more prepared to navigate the
policy changes and take back lost market share, not because they're more ethical but because
they can afford to absorb the hit.


The popular narrative says tariffs will lead to slower fashion and more sustainable buying habits.
But that assumes consumers are willing and able to pay more for clothing. The reality is that
millions of shoppers rely on fast-fashion brands because it's what they can afford. And if Shein
disappears, a new company with the same model will take its place. Tariffs might hurt current
players, but they don't fix the system; they just reshuffle the players.


If we genuinely want to challenge fast fashion's impact, we need more than import taxes. We
need a global labour reform, eco-conscious manufacturing policies, and education campaigns
that shift consumer expectations. Otherwise, fast fashion will evolve into more brilliant, slicker,
and more invisible practices.
​

So no, the tariffs won't kill fast fashion. They'll push it underground, behind new loopholes, and
possibly into even worse ethical waters.