How Europe and the UK Are Tackling Fast Fashion

Fast fashion has become a major concern in recent years, and it’s more than just a trend. Did you know that producing a single cotton t-shirt requires about 2,700 litres of water? That’s roughly what a person drinks in three years! While fast fashion brands like Shein and Temu offer stylish, affordable clothes, they contribute significantly to environmental issues. In Europe alone, every person creates around 12 kg of textile waste each year, and a mere 1% of this waste gets recycled into new clothes. Thankfully, European countries are taking steps to slow down this fast fashion crisis.

Ending Unfair Tax Breaks

Until 2021, packages from non-European Union countries valued under €22 were exempt from Value Added Tax (VAT). This loophole gave fast fashion brands a significant advantage over local businesses. However, from 2021 onwards, all imports outside the EU are subject to VAT, which levels the playing field. The European Commission has ambitious plans to go further by introducing a €2 processing fee for each shipment and removing the €150 import tariff exemption. These changes aim to prevent businesses from splitting orders to dodge tariffs while ensuring that products are not produced under poor working conditions.

In 2024, a new directive was approved to tackle greenwashing. From 2026, brands will not be allowed to claim they are “carbon neutral” or “eco-friendly” without verifiable proof. They will also be required to be transparent about the durability and repairability of their garments.

France: Taxing Fast Fashion

France is leading the charge against fast fashion with its new tax system. In June 2025, the French Senate approved a law that imposes a progressive tax on ultra-fast fashion garments. For instance, expected penalties include an extra €5 for each item, increasing to €10 by 2030. The tax amount will reflect the environmental impact of each brand. This sends a clear message: budget-friendly garments that wear out quickly should bear the financial burden of their environmental damage. In contrast, brands that focus on creating longer-lasting, recyclable clothing will benefit from lower taxes.

UK’s One Penny Tax Proposal

In 2019, a British committee suggested a modest one-penny tax on each garment sold. This tax would support textile collection and recycling efforts. Although the UK government hasn’t yet enacted this measure, the idea has sparked conversations about “Extended Producer Responsibility.” This concept would mean that brands would need to pay according to the waste they produce, thereby encouraging quality over quantity.

Repair Incentives in Sweden and the Netherlands

Meanwhile, countries like Sweden and the Netherlands are making it easier for people to repair their clothes rather than toss them away. In Sweden, the VAT on clothing repairs has been slashed from 25% to 12%. Similarly, the Netherlands offers a reduced VAT rate of 9% on services like sewing and zip replacements. In France, from 2025, a reduced VAT of 5.5% will be introduced for repairs, along with a “repair voucher” program that will help consumers pay for repairs at certified workshops. The goal of these measures is simple: it’s often cheaper to fix a broken zipper than to buy a new shirt.

Spain: Struggling with Taxation

In Spain, the government passed Law 7/2022, which mandates that textile brands finance recycling and collection systems. They must also inform customers about product durability. However, Spain has not yet adopted similar tax measures as seen in other countries. This puts them at a disadvantage compared to their European neighbors in handling fast fashion issues.

Are These Measures Effective?

Early results show that these recent tax changes are making a difference. With the removal of VAT exemptions, international brands have had to rethink their pricing and logistics. Lower VAT on repairs is supporting local businesses, and consumers are gradually changing their habits. New taxes in France could lead to higher prices for disposable clothing, urging bigger brands to rethink their designs and materials.

By reforming tax policies and implementing new regulations, the aim is clear: cheap and disposable clothing should no longer be the norm. Instead, we want consumers to embrace repairing, reusing, and buying quality garments. If these strategies succeed, Europe could emerge as a global leader in sustainable fashion.

Conclusion

Europe and the UK are taking essential steps to slow down fast fashion and its harmful effects. By implementing taxes and promoting repair, they encourage responsible consumer behavior for a more sustainable future.

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