Why Do Fast Fashion Brands Love Viscose (Rayon)?

Viscose, commonly known as rayon, has become one of the most popular fabric choices for fast fashion brands. This versatile and affordable material offers many benefits, making it an attractive option for designers and manufacturers alike. In this blog, we’ll explore why viscose has become so popular in the world of fast fashion, looking at its advantages and why it's favored by many brands.

Key Features of Viscose (Rayon)

Viscose is a semi-synthetic fiber made from wood pulp, cotton linters, or other plant-based materials. The process to create viscose involves chemically treating the cellulose in wood or plant matter, which is then spun into a fiber. It has several key features that make it a go-to choice for fast fashion brands.

Soft and Comfortable

One of the standout features of viscose is its softness. The fabric feels smooth and silky against the skin, making it ideal for clothing that is worn close to the body. For fast fashion brands aiming to produce comfortable yet affordable apparel, viscose provides a perfect solution. It is often used in a wide range of products from blouses and dresses to scarves and skirts.

Breathability and Moisture Absorption

Viscose is known for its breathability, which makes it an excellent choice for warmer climates or seasonal clothing. Unlike synthetic fibers, it is capable of absorbing moisture, keeping the wearer comfortable and dry. This ability to wick away moisture makes viscose popular for spring and summer collections. Fast fashion brands often take advantage of this property, ensuring their collections remain trendy and comfortable.

Cost-Effectiveness of Viscose

Viscose is an inexpensive fabric to produce compared to natural fibers like silk or cotton. This makes it a great choice for fast fashion brands that need to create large quantities of affordable clothing. By keeping production costs low, brands can maintain their competitive edge in the market, offering low-priced items while still maintaining a fashionable appeal.

Manufacturing Efficiency

The production process for viscose is relatively fast, especially when compared to natural fibers. This allows manufacturers to quickly scale up production to meet demand, an important factor for fast fashion brands that operate on short lead times. With the ability to produce large quantities of fabric efficiently, viscose helps speed up the manufacturing process, ensuring that fashion trends are quickly turned into wearable items.

Sustainable Sourcing Potential

While viscose is a synthetic fiber, it can be produced from renewable sources such as sustainably managed forests. Some fast fashion brands have adopted more eco-conscious sourcing practices, using viscose made from responsibly sourced wood pulp or opting for more sustainable manufacturing processes. This shift towards eco-friendly viscose allows brands to maintain a commitment to sustainability without sacrificing affordability.

Versatility in Fashion Design

Viscose is highly versatile and can be dyed in a wide range of colors, from bold hues to subtle tones. It also drapes well and retains its shape, which is particularly useful for creating garments with a flowy or fitted design. Whether designing a sleek evening gown or a casual blouse, viscose can be used to create many different types of clothing, giving fast fashion brands plenty of options to explore.

Easy to Care For

Another reason viscose is popular among fast fashion brands is its ease of care. Although it’s not as durable as natural fibers, it is relatively easy to wash and maintain. Many viscose garments are machine washable, which is a big selling point for busy consumers. The fabric tends to wrinkle less than cotton, which means that customers don’t have to spend as much time ironing or steaming their clothes.

Aesthetic Appeal

Viscose offers an attractive sheen and smooth texture, giving garments a polished and high-end look. This visual appeal makes it a favorite among designers looking to create stylish garments at a fraction of the cost of more expensive fabrics like silk. For fast fashion brands, the aesthetic qualities of viscose allow them to offer a luxurious feel without the premium price tag.

Challenges and Criticisms of Viscose in Fast Fashion

Despite its many benefits, viscose is not without its drawbacks. The production process for viscose involves the use of harmful chemicals, which can have a negative impact on the environment if not managed properly. Some fast fashion brands have come under scrutiny for using viscose made from unsustainable sources or for not properly addressing the environmental concerns related to the manufacturing process.

Environmental Impact

The process of turning wood pulp into viscose fiber requires the use of chemicals like carbon disulfide, which can be harmful to both the environment and factory workers if not handled properly. In recent years, many brands have taken steps to address these environmental concerns by opting for more sustainable production practices, such as using closed-loop systems that minimize chemical waste. However, the overall environmental footprint of viscose remains a point of contention within the fashion industry.

Durability Concerns

Viscose is a relatively delicate fabric compared to other fibers like polyester or cotton. While it feels luxurious, it can lose its shape or shrink if not properly cared for. Fast fashion brands often focus on creating stylish, affordable pieces that may not stand the test of time. As a result, garments made from viscose may not be as long-lasting as those made from more durable fabrics. For conscious consumers, this presents a challenge when balancing cost, quality, and environmental impact.

FAQs

What is viscose made from?

Viscose is made from plant-based materials, primarily wood pulp, cotton linters, or bamboo. The cellulose in these materials is chemically processed to create a fiber that is spun into fabric.

Is viscose environmentally friendly?

Viscose can be produced in an environmentally friendly way if sustainably sourced materials are used and if manufacturing processes are eco-conscious. However, some methods of viscose production can have a negative impact on the environment, especially if chemicals are not properly managed.

How should viscose clothing be cared for?

Viscose clothing should be washed according to care instructions to avoid damage. It is generally best to hand wash or machine wash on a gentle cycle in cold water. To preserve its shape, it should be air-dried rather than put in a dryer.

Is viscose a good fabric for summer clothing?

Yes, viscose is breathable and moisture-wicking, making it a good fabric choice for warm-weather clothing. It keeps the wearer cool and comfortable, making it ideal for spring and summer garments.