fast fashion vs slow fashion

Fast Fashion vs Slow Fashion

fast fashion -vs-slow

When the “Fast-Everything” emerged

At the beginning of the 21st century a new phenomena influenced the way we consume, the way we eat and the way we dress… The rise of FAST

And just around the 1980s and 1990s “Fast Fashion” became a new production strategy for the fashion scene that soon showed its unsustainable ways.

The rise of FAST FASHION

Fast Fashion means an unsustainable practice of producing and purchasing clothing as if it was disposable. More especifically it refers to cheap, trendy, unfair but popular clothing chains which rapidly change their inventory and styles. The fast pace of product changing causes big problems for the textile industry and the environment.

Cheaply made products are the cause for a whole lot more than just simply saving the buyer some money.

Cheap clothing means cheap and potentially unethical labor, cheap production, synthetic materials, toxic dyes and chemicals, an increase in pesticide use, an increase in pollution, low product lifetime, and an increasing trend towards the “throw-away culture.”

It would be great if consumers should were aware of all this negative impact by the time they are buying cheap clothes. But, of course, not everyone is a specialist in and has all the knowledge and insights…

So, to make it a little easier to understand we can use a simple comparison:

We could say that the Fast Fashion Industry is very similar and as unhealthy as Fast Food:

  • cheap
  • unhealthy
  • poor quality
  • addictive to many people


No wonder! When we take into consideration that the prices of some clothes are so cheap that buying them is as easy as getting a burger and chips. And just as with Fast Food this makes the consumer always go back for more….and more…and more.

In short, like cheap Fast Food, the Fast Fashion Industry seems to be made out of rubbish.

And in the same way that Fast Food is unhealthy for your body, Fast Fashion is unhealthy for the planet.

Now the GOOD NEWS:

It doesn’t have to be like that. We can do things differently and many people have already started. 

Instead of going fast they decided to go SLOW – and SLOW FASHION was born!

If we want to return to our previous comparison we could say that SLOW Fashion is like Slow Food; the healthy, tasty and delicious range of local home made food. The one we all love 😉

The need of Slow

Changing into a more sustainable and ‘slow’ way of producing became a necessity and

lead to the foundation of the slow food movement (Peverelli, 2015).

The Fashion scene followed almost twenty years later, in 2000 the first slow reactions of society and fashion labels arose – still unable to compete with the system in reign though. It was even waiting for 2007 to name itself Slow Fashion (Fletcher, 2007).

The term SLOW is of course a direct reaction to the FAST movement. But not particularly focusing on the aspect of speed , it’s focussing more on a form of consciousness, awareness and a sense of respect for materials and people.

ETHICAL, FAIR, and ORGANIC are words that mark the difference.

Slow Fashion represents all steps unified to produce or buy clothes. Slow fashion is focused on ethical consumerism. Simply put, it is about knowing who made the clothes you’re buying and whether or not the manufacturer is responsible and accountable in all the steps involved in the process. Slow fashion clothes may be small on trend but big in quality. They are made with high quality materials and are from reputable sources.

As someone who wants to continue wearing quality clothes despite the changes in finance, Slow Fashion is definitely a good option. You will get better quality clothing while knowing that the manufacturers who made your clothes have made a commitment to be socially and environmentally ethical.

With the help of Slow Fashion it’s possible to be a fashionable forward thinking person, to radiate effortless style and gently tread on earth all at the same time.

While there is still a lot of room for improvement in the Slow Fashion Industry, rising consumer awareness can start to mark the difference and encourage changing from Fast Fashion to Slow Fashion.

So, to make an ethical fashion choice is a MUST nowadays.

FACT is that FAST FASHION is unsustainable and will not last for much longer.

There are no two ways about it.

Now it’s up to you. Will you go SLOW with us and lead by example?


Behind the scenes ….

Hello Sweet Treasures!

Last Sunday we finally had the Photoshooting for our second collection.

It was such a nice moment and we would love to share some of the behind the scenes footage as a sneak preview with you.

We always try to find locations for our Photoshoots that are in line with our philosophy and couldn’t have been more lucky to come across this amazing place: SlowMov

Café SlowMov is a wonderful place in the heart of the Gracia area in Barcelona. It’s famous for the best coffe in … well, we would go so far to say the coffee we tried there is probably the best we drank in our whole life. Next time you’re in Barcelona you should definitely go and visit them to try for yourself 😉 The thing we like the most about it all: they work directly with the suppliers and it’s all organic. So you know exactly where your coffe comes from and how it was produced.

(SlowMov, Carrer de Luis Antúnez 18, Barcelona;

During our Photoshoot we had lots of fun and we’ll share some photos with you to see what you think about it.

Behind the scenes from our recent Photo Shoot @ Cafe SlowMov in Barcelona


We also would like to say a big thanks to our beautiful models Teresa, Gemma and Aida!

Aren’t they already drop dead gorgeous behind the scenes?!

Our wonderful models


So be sure to stay tuned for more pictures!

We’ll be launching the new collection soon and can’t wait to hear what you think about it!


World Fairtrade Day, a day to reflect on how we purchase our goods and maybe re-think our habbits.

A big problem with this can be a lack of information and knowledge. Sometimes it’s hard to know everything.

Do you know what fair trade actually stands for?

What does it mean in reference to the Fashion Industry?

be nice the world is a small town

World Fairtrade Day 2016

We found this really great explanation by the FAIRTRADE FOUNDATION and would like to share it with you.

Here you can learn all about Fairtrade cotton, the stuff that all our beautiful clothing is made of.


“Lots of us care about how we look – and buying clothes made with Fairtrade cotton means we can be a follower of fashion and at the same time help low paid cotton farmers around the world.

Cotton is the world’s oldest commercial crop and one of the most important fibre crops in the global textile industry.

Although world cotton production is dominated by China, India and the US, cotton is vital for the survival of many low income countries in Central and West Asia and Africa – it accounts, in value terms, for 26.4 per cent of Benin’s exports and 58.7 per cent of Burkina Faso’s.

Cotton farmers in developing countries, including leading producers like India and China, live in hardship. As many as 100 million households are directly engaged in cotton production and an estimated 300 million people work in the cotton sector when family labour, farm labour and workers in ancillary services such as transportation, ginning, baling and storage are taken into account. For farmers, the challenges range from the impact of climate change, poor prices for seed cotton, through to competition from highly subsidised producers in rich countries and poor terms of trade. In particular, government subsidies for cotton farmers in rich countries, particularly the US, create a market with artificially low prices that small-scale farmers are unable to compete in.

Fairtrade cotton was launched to put the spotlight on these farmers who are often left invisible, neglected and poor at the end of a long and complex cotton supply chain. Through tools like the Fairtrade Minimum Price and an additional Fairtrade Premium and stronger, more democratic organisations, Fairtrade has sought to provide these farmers with an alternative route to trade and higher, more stable incomes. The Fairtrade Cotton Briefing provides a detailed overview of the cotton industry and its challenges, and explores why Fairtrade is needed and what it can achieve. ”

You can find more information here:


Fashion Revolution Day 2016 – Hello From India


We would like to take today’s Fashion Revolution Day as an opportunity to share this lovely video with you.

On her recent trip to India Johanna (one of our two founders) took some time to talk to the amazing people who make our clothes.

She wanted to know what makes them tick and see what is important to them, because we care about the people who work for us.

The answers she received are just simply touching! See for yourself !

We are very proud and thankful for all the wonderful people that make our Clothes!



Thanks to Nikolai Huesch for the video editing!