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?


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!


who made your clothesDo you also wonder what is happening on April 24th? It’s only five days to go.


3 years ago, on 24th of April 2013, the factory building Rana Plaza in Dhaka, Bangladesh collapsed. 1,134 people were killed and over 2,500 were injured.

Many wonderful people understood that we have to work together to stop history from repeating itself and a movement was born:

Fashion Revolution

Every year on the 24th of April it’s Fashion Revolution Day, a day to remember that you have the right to be curious! You have the right to know where your clothes actually come from. A day to speak up and ask your Brands for more transparency:

#Who made my clothes?

For us at BAST – Be A Sweet Treasure the 24th of April is a special day. It reminds us that we’re not alone with our mission and that things can and have to change in the Fashion Industry.

We will do all that is in our hands to continue being an example of how things can be done better.

Please stay stuned during the coming days to get to know our lovely workers and don’t be shy to ask your Brands & Friends:




Count Down for Fashion Revolution Day

The Fashion Revolution Day is coming in 1 month. Last years engagement during April 2015 Fashion Revolution Day got more than 64 million tweets.

Be part and ask your favorite brand #whomademyclothes?


Our factory in India

Fashion Revolution Day 2015

We believe in fashion – an industry which values people, the environment, creativity and profits in equal measure, and it’s everyone’s responsibility to ensure that this happens.


A global movement, over 70 countries joint the Fashion Revolution Day 2015 and more than 3Mio people tagged #whomademyclothes. The mission is to bring everyone together to make that happen.

On 24th April each year, Fashion Revolution Day will bring everyone in the fashion value chain together and help to raise awareness of the true cost of fashion, show the world that change is possible, and celebrate all those involved in creating a more sustainable future.

We have been spotting our signature jumpers from London to Barcelona.


Fashion Revolution Day

Photography: lene Fashion Service

whomademyclothes criticalmass

Spotted at Critical Mass London