Honestly, I got dragged into this debate when a friend saw me wearing an old * sweater and straight up called me out. “Isn’t that fast fashion?” she asked. Boom. Moment of truth. I’d shopped there forever, never even thought of it that way. So, obviously, I had to dig in.
My Deep Dive Begins
First thing I did? Google “is * fast fashion?”. Big mistake. My screen flooded with articles screaming “YES!” and others yelling “NO WAY!”. Felt like jumping into a Twitter war without armor. I needed clearer answers.
I started pulling pieces out of my own closet. Remembered buying a pair of chinos back in, like, 2015. They lasted ages. Still kinda fit (mostly). Contrast that with a sequined tee I grabbed on sale last summer – washed it once, looked like my cat used it for scratching practice. Huh. Inconsistent much?
Next stop? Their website. Scrolled through ‘New Arrivals’. Noticed they drop collections constantly – not Shein-level crazy, but way faster than some old-school brands I know. Prices though? Felt too high for fast fashion, but that sale section? Pure chaos with deep discounts. Smelled a bit like the “churn and burn” model.
The “Good Stuff” Hunt
Tried investigating materials. Website talks a good game about quality and some sustainable fabrics… sometimes. But trying to find actual fabric details? Easier to find a needle in a haystack. Stuff like “Perfect Shirt” or “Italian Merino” sounded fancy, but the majority felt like basic cotton blends you find everywhere. No real transparency vibes.
Then I remembered their whole “Icon” thing – the chinos, the blazers, the cashmere sweaters. These feel like core pieces meant to last. You buy hoping they’re an investment. But that’s maybe half the store? The rest felt like trendy impulse buys guaranteed for one season. Like they’re running two different businesses under one roof.
The Verdict?
After reading tons of takes and checking my own clothes? * is sitting right in that messy middle ground, man. Can’t fully call them fast fashion giants like H&M or Zara. Their stuff used to be way better built (RIP vintage *), and some core items still try.
But here’s the thing: They absolutely play some fast fashion games. Too many new styles too often? Check. Questionable quality on lots of it? Check. Discounts designed to make you buy stuff you don’t need? Big check. You’re rolling the dice on whether you get a solid wardrobe piece or something resembling overpriced, glorified disposable fashion.
You want real quality? You gotta hunt specifically for it, read reviews obsessively, pray they haven’t cut corners this season, and maybe avoid anything with glitter. Basically, shop like a detective. For me? That’s not true fast fashion, but it’s definitely not slow, ethical luxury either. It’s a confusing mess dressed in stripes and chambray.
