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:
- 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:
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?