The ultra-fast fashion model relies on frequent online sales of large volumes of low-priced garments that are typically short-lived and difficult to reuse or recycle.
Backed by additional Member States including Slovenia and Denmark, the three governments urged the European Commission to strengthen both current and proposed EU rules targeting short-lived, low-quality textile products.
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German Federal Environment Ministry state secretary Jochen Flasbarth said: “Ultra-fast fashion is only worn for a short time, but causes problems in the long run. Once discarded, it can rarely be re-used as a second-hand garment or recycled, placing a strain on used clothing collection.
“This is a burden on our resources, climate and waste management systems and puts companies that invest in long-lived, circular textiles under pressure. That is why we are calling on the European Commission to set higher sustainability standards for manufacturers of ultra-fast fashion. Producing cheap disposable clothing can no longer be a competitive advantage.”
Germany is advocating for strict requirements under the forthcoming EU Ecodesign Regulation, including mandatory recycled content, as well as durability and recyclability standards for textiles.
The Federal Environment Ministry said Germany believes the establishment of clear criteria is essential for defining and regulating ultra-fast fashion.
Germany, France, the Netherlands and other supporting EU states have also called for stricter enforcement of regulations on online platforms and direct sales originating from non-EU countries.
They argue that companies introducing significant volumes of short-lived clothing to the EU market should bear a fair portion of the expenses related to collection, sorting, reuse and disposal.
The coalition maintains that environmental and product standards set by the EU should extend to all online retailers as well.
Meanwhile, the EU has already taken a series of steps to address issues related to the import of inexpensive products from outside the bloc.
Packages from non-EU countries have already been subjected to customs duties starting 1 July, ending the previous exemption for goods valued under €150. A fixed customs duty of €3 per product group now applies, alongside the requirement to pay import VAT.
Additionally, from 19 July 2026, an amendment to the Ecodesign Regulation will prohibit large companies from destroying certain unsold consumer goods.
