Over the last few years in the fashion Industry, there is a new demand for being more sustainable. Society is searching for new ways to care for the planet and animals. Many brands are now reducing the amount of 'fashion fashion' used in their brands for a sustainable approach to manufacturing garments. This change in fashion as also led start up brands to follow in their suit. New brands are wanting to create sustainable clothing.
SLOW FASHION: THE BEGINNING
Slow fashion is an awareness of the environment and takes into consideration the processes involved in making garments in a more sustainable approach. This can be done by using sustainable fabrics such as Tencel or organic fabrics, through to manufacturing of the actual clothing. Reducing waste is an important factor when practicing 'slow fashion', ensuring the least amount of fabric is wasted.
SLOW FASHION IS BECOMING A MOVEMENT
Before the industrial revolution, clothes were manufactured locally. Society bought garments that were durable and well made. So that they did not need to purchase clothing very often. Slow Fashion is a little bit similar to this approach where it encourages us to purchase fewer clothing which are higher quality, made from fabrics that are sustainable and better for the environment. Slow Fashion is increasingly becoming more popular among the fashion brands as at least 20% of fast fashion brand searches are related to sustainability and the environment.
WHAT ARE THE CHARACTERISTICS OF A BRAND THAT IS SHOWCASING 'SLOW FASHION?'
- Garments are made from high quality sustainable fabrics
- The garments are usually sold in smaller niche shops or boutiques rather than a high street store
- Locally sourced
- Limited numbers of styles available
HOW IS SLOW FASHION CHANGING THE FASHION INDUSTRY?
Designers are becoming more aware of the environment when designing their collections. More consumers are wanting to purchase garments are better for the environment - clothing that doesn't cost the Earth to make. They also want to know how the clothing is made, what the story is behind the whole process of making the clothing. Brands are becoming more transparent with their customers, telling them where the garments are being produced or where their fabrics are sourced. Even some brands are letting their customers know about the working conditions where the garments are being manufactured.