Can We Ever Solve Fashion’s Overproduction Problem?
Fashion has a waste problem — and at the heart of it lies overproduction.
Every year, 100 billion garments are produced globally, yet 92 million tonnes of clothing end up in landfill. Many of these items were never even worn. Some brands burn unsold stock, while others offload it to liquidators, discount retailers, or overseas textile markets, flooding countries with cheap, unwanted clothing.
In an era where sustainability is a hot topic, why does overproduction still dominate the industry? And more importantly — can it ever be solved?
1. Why Does Fashion Overproduce So Much?
Brands don’t set out to waste clothing, but overproduction is deeply ingrained in the fashion business model.
🔹 The Key Drivers of Overproduction:
🚀 Fast Fashion’s “More is More” Mentality — Fast fashion thrives on constant newness, pushing out thousands of new styles every week to keep consumers buying more.
📊 Poor Demand Forecasting — Many brands overestimate demand, producing too much stock, which then ends up in clearance sales — or worse, landfill.
🏭 Economies of Scale — Producing in bulk lowers costs per unit, so brands deliberately overproduce to maximise profit margins.
🛒 Retail Pressure & Discount Culture — Brands flood stores with excess stock to compete on price, knowing that deep discounting is now part of the consumer expectation.
📌 Example: In 2018, Burberry was exposed for burning £28 million worth of unsold stock to protect brand exclusivity, sparking public outrage.
💡 Solution? Brands need to move away from the high-volume, low-cost model towards demand-driven, responsible production.
2. Where Do Unsold Clothes Actually Go?
When clothes aren’t sold, brands have several options — but most are far from sustainable.
🔹 Common Destinations for Excess Stock:
🛍 Endless Discounting — Many brands turn to seasonal sales, outlet stores, or discount retailers (TK Maxx, outlet malls) to offload surplus stock.
🔥 Burning & Incineration — Luxury brands and fast fashion retailers alike burn unsold inventory to protect exclusivity or avoid storage costs.
🚢 Dumping in Overseas Markets — Many Western countries export excess stock to places like Ghana, Kenya, and Chile, where much of it ends up in landfill anyway.
📦 Warehouse Overflow & Liquidators — Some brands sell off stock in bulk to liquidators, who then distribute it to clearance retailers or online mystery boxes.
📌 Example: In 2022, an investigation found that H&M had over $4 billion worth of unsold stock — a stark reminder of the scale of overproduction.
💡 Solution? Brands need better inventory management and responsible disposal strategies, like recycling, take-back schemes, and resale.
3. Can Technology Fix Overproduction?
One potential solution to fashion’s overproduction crisis lies in AI and data-driven forecasting.
🔹 How Technology Can Reduce Overproduction:
🧠 AI-Powered Demand Forecasting — Brands can use AI to predict trends more accurately, reducing the need for overstocking.
🛒 Made-to-Order & Pre-Order Models — Some brands are shifting to on-demand production, reducing waste by only making what’s actually needed.
🔄 3D Sampling & Digital Fashion — Instead of producing physical samples, brands can use 3D modelling to test designs before production.
📌 Example: Unspun is a denim brand using AI-driven, made-to-order production, eliminating the need for bulk manufacturing.
💡 Solution? Brands should invest in technology that enables precise production, rather than blindly following seasonal cycles.
4. Can Consumer Habits Help Reduce Overproduction?
Overproduction exists because brands create excess supply — but also because we keep demanding more.
🔹 How Consumers Can Help Change the System:
✔ Buy Less, But Better — If demand for constant newness drops, brands will be forced to adjust their production models.
✔ Support Brands That Produce Responsibly — Choose brands that use pre-order, small-batch, or made-to-order models.
✔ Embrace Slow Fashion & Seasonless Styles — Overproduction is driven by seasonal trends, so opting for timeless pieces reduces waste.
📌 Example: Brands like Neem London and E.L.V. Denim are leading the way in small-batch, waste-free production.
💡 Solution? Consumers can drive change by shifting demand towards responsible brands and mindful consumption.
5. Can Fashion Ever Truly Be Waste-Free?
Overproduction is one of the biggest challenges in sustainable fashion — but it’s not an unsolvable problem.
🔹 What Needs to Happen for Change:
✅ Shift from Mass Production to Demand-Driven Models — Pre-order and made-to-order models should become the norm, not the exception.
✅ Stronger Regulation on Waste — Governments should introduce laws preventing brands from destroying unsold stock.
✅ Consumer Mindset Shift — Instead of chasing constant newness, consumers should prioritise longevity and quality.
📌 Example: In 2022, France introduced a ban on destroying unsold fashion items, forcing brands to find more sustainable disposal methods.
💡 Solution? A combination of policy, technology, and consumer behaviour change is needed to truly tackle fashion’s overproduction crisis.
Final Thoughts: Can Overproduction Be Stopped?
Fashion’s overproduction problem won’t disappear overnight — but change is possible if brands, policymakers, and consumers work together to rethink the system.
Instead of producing excess and dealing with the waste later, the industry needs to prevent waste from happening in the first place.
💬 What do you think? Should brands be legally required to limit overproduction, or is it up to consumers to change demand? Let’s discuss.
