Atacama, fast fashion and Garbage dump

What is the first thing that comes to mind when you hear Atacama? Personally, for me, a data analytics tool helps companies to manage and analyse a large data set. That is because I work in close proximity with those who would like to draw meaningful insights into their ocean of data. I would understand the rest of you draw blank.  

However, it is apparently named after a desert, which I learned recently. I looked up and saw no connection between the technology and the desert. The Atacama is a desert half a world away, one of the driest, warmest and most lovely descriptions, which instantly discourages me from visiting in my lifetime. Now, the newest reason is added to my list — fast fashion. 

Let me connect the dots.

Do you remember those days when we bought stuff and used it until it became unusable? Then, we take it to a guy who can fix such stuff and continue to use it until it is completely worn out. Then, we use it as a rag or to clean grease and use it till it can’t even serve that purpose, and then finally, we throw it out, which eventually joins Mother Nature. 

Fast fashion is precisely the opposite of that; it is predominantly synthetic clothing designed to last a year or less. Even if it lasts more than a year, your friend’s circle can quickly identify that you have not contributed to the world fashion industry in a while, forcing you to discard it. It doesn’t even make a good rag; they directly join the landfill. 

But what happens when fast fashion is not even sold and runs out of shelf life? They reach the Atacama. Everything is working well for this “import the unsold” industry. There is a desert that is not hospitable; there is an import of dump-friendly government policy, and even environmentalists don’t shed tears as it’s not in the global north.