A FASHIONABLE PROBLEM

In 2007, a specific phrase “slow fashion” was first coined in an article by journalist Kate Fletcher in the British publication The Ecologist. Fletcher states it best:

“Slow fashion is about choice, information, cultural diversity and identity. Yet, critically, it is also about balance. It requires a combination of rapid imaginative change and symbolic (fashion) expression as well as durability and long-term engaging, quality products. Slow fashion supports our psychological needs (to form identity, communicate and be creative through our clothes) as well as our physical needs (to cover and protect us from extremes of climate).”

As Fletcher describes, slow fashion borrows much of its ideology from the slow food movement, which supports a holistic approach to food consumption. In reflection, slow fashion takes all aspects of production into consideration: from the making of the products, to the eventual distribution and, finally, the experience of the wearer. The ultimate goal is to encourage a more environmentally and socially conscious approach to fashion.

MOVING FASHION FORWARD

As we enter a new decade, we see a new era for fashion where brands shift behaviors and make sustainable living more accessible, desirable and rewarding for more people around the world. What might consumer bring to the equation that helps tip fashion toward a sustainable future? We strongly believe consumers have a crucial role to play, and offer some practical recommendations:

REDUCE - Buy less. Simplify your wardrobe, using timeless, high-quality clothes instead of buying several new items too often. 

CARE - Wash and care. By not using the tumble dryer you can save around 10 per cent of the total carbon footprint and a lot of water – plus your clothes live longer. Washing your clothes less often and at lower temperatures can also reduce their carbon and water footprint significantly.

REPAIR AND RECYCLE - Instead of simply buying new items constantly, repair and repurpose pieces so they may continue to be worn.

BUY MINDFULLY - If you buy new clothes, prefer high-quality items made by responsible brands; items that you can mix with your existing wardrobe. There are several standards and labels in the clothing and textile industry, we recommend buying from sustainable or fairtrade brands.

USE OUR VOICE - Address the topic with our friends. Share information about the negative impact of clothing and textile companies on the environment and discuss potential solutions and actions we can take.

Sources:
- Kate Fletcher, 2007: "Slow fashion". The Ecologist.
- www.worldwildlife.org