This is a study of the fast fashion industry and its detrimental effects. The primary goal is to analyze the thought processes behind consumers garment purchasing and disposal habits. In the beginning we analyzed scholarly articles and journals in order to study current findings on apparel consumption and its effects on the environment and factory workers. This later helped us determine that the white space existed in consumer knowledge and awareness. A content analysis was then conducted, which showed that consumers view much of the fast fashion industry as negative. Lastly, a survey was distributed through our own personal social platforms. The responses showed consumers made apparel purchases for various reasons, but hardly any made purchases based on sustainability or being ethically made.