Nasty Gal is one of the biggest fast fashion brands in the game, contributing to the growth of one of the largest online fashion monopolies—Boohoo. The Boohoo Group owns many brands that are responsible for harming the environment by mass producing cheap fabric with fibers that pollute our waters. Their destructive manufacturing is not limited to their clothing, but to packaging in plastic and cardboard that wastes away in the landfill. Through their production and shipping techniques, it is clear that this UK-based clothing company fails to make efforts in reducing their environmental impact and does not plan on being accountable. As a brand underneath the Boohoo name, Nasty Gal is more committed to trends than to our planet. 

However, this summer, Nasty Gal released a small line of swimwear made from recycled polyester and elastane.

While these garments claim to “Make Mama Earth Proud,” the brand’s website tells a different story. On the homepage of Nasty Gal’s site, there is no explicit attempt to advertise their recycled clothing in any form. Instead, the company pushes shoppers to purchase more cheap and replaceable items, fueling their consumption addictions. One ad reads, “Keep your shirt on. Or better yet, get more of em’.” “Get more.” Could the message be any clearer?

Here’s what we think about all of this: 

In an attempt to respond to negative press, Nasty Gal created these swimsuits to satisfy trendy customers and environmentalists alike. Have they succeeded? Absolutely not. The items made their debut on the site, but are already on sale to be shipped out and replaced by the same inexpensive and throwaway pieces that the brand has made a fortune with. 

Boohoo, Nasty Gal’s parent company, and other fast fashion monsters generate excessive amounts of pollution in their materials and factories. This is a huge detriment to the state of our planet, but the UK government is rejecting suggestions to combat against these retailers’ abuse of the environment. 

The Environmental Audit Committee of the UK found that the fashion industry in the country is sending 300,000 tons of clothes a year to incineration or landfill. This number does not include the packaging that is wasted in shipping products from online stores. The government responded by asserting that efforts are already being made to stop this crisis. However, with brands increasing their ecommerce day by day, it seems that existing measures are not enough to regulate their environmental influence. 

The silver lining of Nasty Gal’s recycled swimwear launch is that fast fashion brands are facing the pressure of environmentally conscious shoppers. More and more consumers are beginning to realize the effects of textile waste damage and are trying to lessen our impact. 

It is our hope that customers commit to shop sustainably instead of settling for a bargain outfit from these fashion brands. Nasty Gal’s clothing is designed to deteriorate over time—a concept that helped coin the term “manufactured obsolescence.”

Nasty Gal’s intention to care for the earth is deceitful: monetary success does not equate to morality.

Think about it. Listen to your gut: if it’s cheap, yes, it’s too good to be true.