There are countless articles and videos breaking down the abysmal labor practices, horrifying environmental toll, and overall mountain of waste produced by the fast fashion industry. Activists and even just large swaths of the general public have been raising the alarm about this for well over a decade, but it hasn’t stopped the rise of some of the worst offenders in the industry. For example, the ultra-fast fashion brand Shein has skyrocketed in value over the past five years largely due to their marketing success on TikTok. A lot of us know that fast fashion is bad, but the only way companies like Shein still thrive is if we convince ourselves otherwise and hit “add to cart” anyway. So why do we do it?