Today the EU announced a ban on the destruction of unsold clothing and footwear. Cue the standing ovation, the jubilant crowds, the firecrackers and the champagne.
Fair enough?
The measure is absolutely right — but let’s be honest: excess stock in fashion is an expensive problem, and so are indirect distribution strategies built on sell-in logic, value propositions anchored entirely to desire rather than substance, products getting cheaper to make while somehow getting pricier to buy.
People aren’t idiots.
Anything that helps the environment, improves supply chains, and aligns with what people actually care about is welcome — but let’s not lose sight of two things:
- More regulation will put additional strain on an industry that’s already struggling.
- Fast fashion and its underlying logic remain aggressive and very hard to stop.
Regulating the destruction of unsold inventory without addressing the business models that generate it is like treating a fever with paracetamol and skipping the doctor entirely.
All of this is welcome, sure — but I’d hate for us to be pruning branches while ignoring the roots.
Curious to hear what you think.