kildare leads fast fashion obsession, new study reveals

counties carlow, kilkenny, longford, monaghan, roscommon, and offaly show least interest

according to recent research, kildare emerges as the county most fixated on fast fashion in the region. analyzing google searches related to fast fashion brands like zara, shein, prettylittlething, primark, and boohoo over a five-year span, wizer energy's team sought to identify the epicenter of fast fashion enthusiasm in ireland.

kildare claims the top spot, with eight towns from the county dominating the search rankings for fast fashion brands. co meath follows closely with seven towns, while counties cork and dublin each register six, and counties waterford and wicklow tally five apiece.

on the flip side, carlow, kilkenny, longford, monaghan, roscommon, and offaly occupy the bottom rung, each with only one town expressing interest in fast fashion terms.

the wizer energy team notes, "where we once had two main fashion seasons of autumn/winter and spring/summer, social media has transformed the industry to be full of microtrends. these microtrends rely on quick production and low costs. with hashtags like #sheinhaul amassing over 15.1 billion views on tiktok and #primarkhaul being used in over 90,000 instagram posts, we can see that a big part of the problem may stem from overconsumption."