Most of us don’t think twice about the water footprint of our clothes, but the numbers truly are starting. To put that into perspective, according to the UN’s Environment Programme, it takes 3,781 litres of water to make one pair of jeans. A large part of that is from the cotton fields, but it’s also through the dyeing, washing and processing stages. This issue is particularly significant when we consider the fact that many of the world’s major textile-producing regions, such as India and China, are facing severe water scarcity.

Cotton, the backbone of much of the fashion industry, is one of the thirstiest crops out there. In regions like Central Asia, cotton production has already caused devastating environmental consequences. The Aral Sea for example, which was once one of the world’s largest lakes, has shrunk by 90%, largely as a result of water diversion for cotton irrigation. This has caused severe consequences, not only for the local ecosystem but also for the people who rely on it. Fishing industries have collapsed, and the area now suffers from toxic dust storms.

But it’s not just the sheer volume of water the industry consumes that’s the problem. It’s also the polluted wastewater it leaves behind. Textile dyeing is responsible for around 20% of global industrial water pollution, with untreated chemicals being dumped directly into rivers ands streams. The fashion industry is notorious for its use of toxic chemicals like heavy metals and bleaches, which often end up in waterways, contaminating drinking water and damaging ecosystems.

One of the most infamous examples of this is in the Citarum River in Indonesia, one of the most polluted rivers in the world. It’s lined with factories producing garments for major global brands, and the pollution has had dire effects on local communities, who depend on the river for daily needs. Villages nearby suffer from higher rates of disease, and fish stocks have dramatically declined.

The environmental economics of this issue are clear—water is a finite resource, yet fashion treats it as if it’s unlimited. This is where consumer awareness and regulation come into play. If we want to see meaningful change, governments need to enforce stricter environmental standards for textile production, and we, as consumers, need to push for transparency and responsibility in the brands we support.

Luckily, some brands and innovators are beginning to address the fashion industry’s water problem. Brands like Patagonia and Everlane are making strides in using organic and recycled materials, which require less water and reduce overall waste. Additionally, innovations like waterless dyeing techniques and closed-loop water systems are being developed to reduce water consumption in production.

As an economics student, I find the relationship between consumer habits, resource use, and industry practices fascinating. On one hand, we have a system that incentivises overproduction and waste, but on the other, we have growing consumer awareness and innovative technologies pushing the industry in a more sustainable direction.

It might seem overwhelming to think that our clothing choices can have such a global impact, but there are tangible actions we can take. Supporting brands that are transparent about their water use, buying secondhand, or simply reducing how much we consume are all ways to lessen our personal water footprint. Fashion doesn’t have to come at the cost of our planet’s resources, and it’s crucial that we begin to hold both the industry and ourselves accountable.

Water is a shared resource—its scarcity and pollution affect communities and ecosystems around the world. As we face increasing climate challenges, rethinking how we approach fashion can make a significant difference.