The fast fashion industry produces clothes that follow quickly-changing consumer trends, which therefore go out of style soon after buying, and that are of low material quality so that they wear down easily. This motivates consumers to constantly buy new clothes in large quantities. The industry has enormous environmental and social effects, both during production and after discarding. Therefore, the consumption of fast fashion has to decrease. However, simply telling people to stop buying fast fashion is not enough, as there are many economic and social reasons people rely on fast fashion. Exclusive environmentalists ignore those structural issues and misunderstand why people consume fast fashion. This articles argues that therefore, they cannot propose adequate and successful solutions to reduce the impacts of the fast fashion industry.