Five years ago, being caught buying knocked-off products would have resulted in public backlash. Today, the practice has become nearly instinctual for consumers worldwide. Almost every fast-fashion app, e-commerce platform, and even smaller fashion businesses have predominantly offered lower-priced items, often disguised as duplicates or "dupes." 

In 2010, the purpose of dupes was largely used as a consumer alert—guiding them to avoid spending excessive amounts on high-end products when affordable alternatives could deliver similar results. For example, $5 drugstore mascara can outperform and last longer than a $50 designer mascara.

However, the concept of "dupes" has changed dramatically in today's market. It is now filled with harmful copy-and-paste tactics; moving the focus from educating consumers to a competition among brands on who can create the most viral products. Social media is now flooded with countless posts promoting dupes of popular brands, whether it is apparel, beauty products or even hijabs. 

As a Muslim, I do believe that this "dupes" trend in fashion is not only harmful but has also created a toxic culture. It puts pressure on fabric manufacturers, goes against ethical business practices aligned with Islamic values, and encourages illicit behaviors. Simultaneously, this trend encourages consumers to make purchases without fully understanding the potential long-term effects on the environment. 

So, how do all of these actions contradict Islamic teachings? Let’s break it down. 

Damaging the Original Creator   

I understand sometimes it can be challenging for you to get your hands on your dream item, which may prompt you to look for cheaper alternatives. But, this approach undermines the hard work of the original creators, who dedicate months or even years to perfect their work. It not only harms the reputation of the original creators but also encourages the production of low-quality replicas which lack uniqueness. 

The Quran mentions, “So compete with one another in doing good. Wherever you are, Allah will bring you all together for judgement. Surely Allah is Most Capable of everything”, [2:148]. Islam does not forbid competition, sure, but it should be pursued in a constructive manner, rather than through a mere copy-and-paste culture referred to as “dupes.” As a consumer, you should be mindful of the tactics used by some brands which focus on rapid sales instead of following the ethical practices. 

My suggestion is to start looking for items from local second hand sellers or thrift shops. You might also consider negotiating with friends or mutuals who have the item you’ve been eyeing. Original brands that focus on limited production usually offer better quality. Even if you buy secondhand or thirdhand, the quality will likely be much better than mass-produced items. 

Encouraging Environmental Impacts

Allah SWT disapproves of all forms of corruption, including environmental corruption, which encompasses industrial pollution, harm to the environment, and the careless exploitation and mismanagement of natural resources. In Surah Al-Qasas, Allah says, “Do good as Allah has been good to you. And do not seek to cause corruption in the earth. Allah does not love the corruptor.” There is nothing more cherished by Allah than those who care for and protect His creations. However, the prevailing culture of fast-fashion suggests a different reality.

The fashion industry is the second biggest polluter in the world, following the oil industry, and its environmental effects are worsening as it grows. A study by Greenpeace found that it’s becoming harder to wear a piece of clothing more than five times. This is due to the mass production of inexpensive, throwaway apparel. Each year, the quality of clothing declines, leading to garments that quickly look faded, misshapen, or worn out. This deterioration has serious consequences for our planet, the lives of garment workers, and our ability to tell the difference between high-quality and low-quality items. 

Excessive Buying and Waste 

Because social media promotes new items every week, consumers feel pressured to keep up with the latest trend. Clothes and accessories bought only a month before appear tacky and overdone by the sheer exposure and constant updating of trends, resulting in purchasing new products every month. As a Muslim, we have been predominantly aware of our religion teaching in terms of ‘wasting’. Our religion prohibits wasteful behavior and the culture of exceeding the limits of normality in consumption. The Quran praises the behavior of “[...] the servants of the Most Merciful, those who, when they spend, do not do so extravagantly (excessively), nor are they miserly but they are between the two, moderate.” [Quran, 25:67]. 

But that’s just not only that though, this whole duping culture is widely criticized in Islam. Our Prophet Muhammad SAW stated, "To trade with honesty is prayer." This highlights that trade, or doing business should be conducted with integrity, avoiding any form of deception. Respecting others in the business industry is a fundamental principle in Islam. Our faith strongly advocates for mutual respect in all dealings. Businesses that prioritize selfish profit over societal welfare are deemed unlawful. 

In conclusion, dupe culture does not only harm the environment and the fashion industry by putting pressure on fabric producers and undermining ethical business practices, but it also contradicts the principles of business in Islam. While pursuing profit is not inherently wrong, it should not be the primary focus. As a Muslim business owner, it is essential to prioritize Allah's pleasure by adhering to Islamic principles of honesty, truthfulness, and treating the environment well.