Slow Fashion: The movement that is gaining momentum

Has it ever happened to you that you are getting ready, you take a look at your closet (which is full of clothes) and think: “I have nothing to wear”? The answer is probably yes, and we have “fast fashion” to thank.

The fast fashion industry is a dreadful mess that endorses a problematic culture of consumption and disposal at the expense of the environment and its workers. Luckily, as sustainability is becoming a part of fashion’s raison d’être, more and more brands are rejecting fast fashion’s principles and embracing a more sustainable approach to making clothes.[1] Just like that, “slow fashion” is boosting.

What is Slow Fashion?

Although “slow fashion” is gaining momentum, it is not new. This term was coined in 2008 by Kate Fletcher, Professor of Sustainability, Design and Fashion at the Centre for Sustainable Fashion in London.

Slow fashion is the archenemy of fast fashion, in fact, it was born as a reaction to it. This approach is all about taking into consideration and respecting every element in the supply chain: people, the environment, and animals. It proposes a respite from the excessive production and consumption installed by fast fashion. Farewell to large quantities of seasonal, low-quality clothing and “the more the merrier” premise. Hello to conscious and quality collections.

This philosophy is not only focused on the production system per se, but also on getting consumers to inquire more about each of the garments they purchase. It wants them to become more socially and environmentally responsible through their purchases.[2]

In a nutshell, these are the bases of slow fashion:

1. Quality and durable garments.
2. Slower production times.
3. Production of limited and timeless products.
4. Carbon footprint reduction.
5. Waste reduction
6. Fair wages for workers.

The “Re-wear” anxiety

Reinvention is fashion’s second name. From exclusivity to democratization, the fashion industry has mutated thousands of times. Now, with the boost of social media, a new facet is emerging: re-wear anxiety.

Hashtags like “#ootd” (outfit of the day) make consumers feel embarrassed to wear the same clothes more than once, which pushes them into a vicious cycle: purchase, discard, purchase again. Therefore, the lifespan of a garment is greatly shortened, alarmingly increasing the amount of waste that the fashion industry generates.

Slow fashion wants to tear apart this fear of “re-wearing”. For Emilia Wik, Head Designer at BYEM, it is “about returning to a personal relationship with fashion. One where trends and seasons don’t matter, but where your ethics and aesthetics seamlessly unite, and you can escape the stress of constant consumption, focusing on the style that truly appeals to you.”[3]

Why should we switch to slow fashion?

The fast fashion industry has led to a throw-away and overconsumption culture which has two main side-effects: labor and environmental exploitation. Both of which slow fashion is trying to tackle:

1. The human cost: To quickly mass-produce inexpensive garments, fast fashion laborers work in extremely unsafe conditions for low wages and unbearably long hours.[4] Slow fashion, on the other hand, is usually made by people who are fairly paid and treated. Take for example Margerita Palmerin, a sample maker working in a fair-trade factory who used to work at another factory with a quite different reality: “We never had breaks, we were not paid overtime, and they did not give us water.”[5]
2. The environmental cost: The fast fashion approach has led this industry to become the second-largest polluter in the world, just after the oil industry.[6] Slow fashion encourages customers to be more thoughtful and intentional about their clothing and to choose more long-lasting pieces.[7] So, even if each garment is a little more expensive, slow fashion is making us save a lot in the long run, making the higher initial cost worth it.

Put simply, slow fashion is a necessity.

How to join the slow fashion movement?

Here is list of things you can do to join the slow fashion movement:

1. Build a capsule wardrobe. Fast fashion has tricked us into believing that we must own everything. But the reality is that we need to get real and analyze what clothing actually makes sense for our lifestyle. A capsule wardrobe is made of a few pieces, so you have to make sure you are buying quality and timeless garments that can last for a long time. This way you will avoid discarding garments every season.[8]
2. Take your time. Avoid buying compulsively by, for example, checking your current wardrobe beforehand. Think about your purchases based on functionality and durability. Also, consider checking secondhand apps or thrift stores. But most importantly, always ask yourself: “Do I really need this?”
3. Give a second chance: Repair what can be repaired and, if you are feeling bold, upcycle! You can also donate, swap or sell what you no longer need.
4. Choose wisely: Opt for brands with ethical methods of production, that use sustainable materials and that respect the rights of their workers and producers. If you are not sure how to do this, certifications are always handy.
5. Join the challenge: Join here the Slow Fashion Movement for a 90-day pledge to buy nothing new. This is an easy and fun way to get started!
6. Do some research: Take your time to read about the brand you are about to buy from, and if you are not satisfied with what you found, feel free to reach out to them either by email or through social media.

Slow fashion brands to know

Here is a list of brands that are implementing the slow fashion philosophy and that you don’t want to miss:

1. Vildnis
2. OhSevenDays
3. Mila.Vert
4. TWOTHIRDS
5. Bozena Jankowska
6. Oakie Label
7. Sotela
8. Kantala
9. Stella McCartney
10. Reformation

Final thoughts

We tend to expect public bodies to be the ones leading systemic changes, and it is only natural. However, while the fashion beast continues to produce, sell, and waste with impunity, the government’s efforts to address the problem are disappointing and increasingly worrisome.

But we also tend to underestimate the far-reaching impact of individual action. Due to the law of supply and demand, what a brand offers depends on consumers’ spending habits. Naturally, this doesn´t mean that we all need to be like Greta Thunberg, still, we need to realize that we can make a huge difference through tinier steps.

Slow fashion wants us to rethink our relationship with clothes and we should look at it as a new way of living sustainably. So instead of buying those $15 jeans that will likely end up in a landfill next season, focus on building a core of quality pieces that you’ll come back to over and over again.

But wait! This doesn’t mean you have to eliminate trendy items altogether. The key is having a balanced closet with pieces that you actually wear so that the next time you are getting ready, you check your closet and don’t feel as if you have nothing to wear.

Hopefully someday soon, fashion will simply be slow fashion.

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What are your thoughts on Slow Fashion? Are you willing to try it? Let us know in the comments below!