The fast fashion industry has changed the way we consume fashion today. The garment industry has continued to neglect the ongoing environmental crisis. Fast fashion focuses on the production of cheap clothing, while completely disregarding its impact on the environment and the labor involved. The concept of green marketing as well as greenwashing play a huge role in understanding how brands portray themselves as “sustainable”, to cater to consumers that value ethical consumption. This research analyzes the primary reason fast fashion is appealing to consumers, their perception and buying practices, through interviews and surveys. The descriptive research elaborates on its impact on the supply chain and the concept of greenwashing. The results suggest that the respondents are reluctant to switch to sustainable alternatives since fast fashion helps them keep up with the latest trends at an affordable price.