Fast fashion has become one of the most environmentally damaging industries in the world, yet consumer demand shows little sign of slowing. Understanding the psychology behind this behaviour and identifying meaningful responses is urgently needed. Despite widespread awareness of the environmental impact of fast fashion, consumers continue to buy disposable clothing for several well-established reasons. First, price remains the dominant factor for many shoppers: when a garment costs less than a restaurant meal, the perceived risk of a poor purchase feels trivial, making frequent buying easy to justify. Second, the fashion industry's marketing machinery is extraordinarily effective at manufacturing desire — new collections, influencer partnerships, and flash sales create a constant sense of urgency that overrides ethical consideration. Finally, the consequences of overconsumption are diffuse and distant, affecting ecosystems and communities far removed from the moment of purchase, which makes it psychologically easy for individual buyers to disconnect their choices from their environmental impact. Addressing this challenge requires action at both the individual and governmental level. Individuals can make a meaningful difference by shifting toward the second-hand market — buying from charity shops, clothing swaps, and resale platforms dramatically extends the lifecycle of garments and reduces demand for new production. Choosing brands with verified sustainable credentials, and caring for clothing to extend its wearable life, are further steps within any consumer's reach. Governments, however, hold the most powerful levers. Introducing textile waste levies on fast fashion producers — charges proportional to the volume of clothing manufactured — would raise the cost of disposable production and fund textile recycling infrastructure. Mandatory labelling requirements showing a garment's carbon footprint at the point of sale would give consumers the information they need to make truly responsible production choices. Individual habits and regulatory frameworks, working together, offer the most credible path toward a sustainable clothing culture.