Slow Fashion in the 21st Century
January 17, 2017
What Is Slow Fashion?
In fashion, one thing is certain and that is the constant change of what’s in and what’s out. Every 6 months or sooner, trends change to preferred colours, silhouettes, fabrics and more. The growth of advanced technology has allowed shortened time from idea conception to on the sales floor and the creation of the mass consumption of what is fast fashion. As we know, fast fashion allows us to have garments that will last us a simple, single season for an affordable price at lesser quality.
Slow Fashion Is:
The term slow fashion, coined by Kate Fletcher goes beyond the seasonal trends of something simple like animals prints but to help promote a sustainable fashion movement within the industry. Purchases are environmentally and ethically conscious decision. Purchases are environmentally and ethically conscious decision. The garments are durable and not easily disposable. Finally, garments are transparent.
Pros & Cons of Slow Fashion
Pros: Slow fashion means exclusivity. Garments are usually very limited in numbers and are not designed on specific a trend, which allows you the ability to wear them throughout the season. Slow fashion items are created with sustainable materials and high-quality techniques. Finally, everyone in the production stage is able to work in a safe working environment while being paid a livable wage.
Cons: Slow fashion items tend to be a higher price point. The selection is also very limited in terms of style and selection. Finally, newest lines and collection are not constantly changing to generate hype or interest for the brand.
Where Is It Happening?
Starting in 1985, Ronald Reagan encouraged American consumers to purchase items that were produced locally. Today, during the month of December Americans participate in “Made in America” to promote the movement of slow fashion. Outsourcing products from overseas contributes to the unemployment rate but shrinking the garment industry itself as well as help promote and encourages unfair wages and working conditions in sweatshops around the world.
“The problem with something like green fashion. It’s that it’s still very much focused on the item’s consumption, whereas slow fashion addresses the whole cycle.” Hazel Clark, research chair of fashion at Parsons.
Pendleton: One of the oldest and leading brands to take on slow fashion. Pendleton is dedicated to producing all aspects of their fashion locally all while promising a long lasting garment. Pendleton helps keep 100-year-old mills in production as well as using organic materials such as wood, recycled materials all while using eco-friendly techniques by reducing water consumption and energy use.
Reformation: Reformation is designed and manufacturing limited edition collections from the heart of downtown Los Angeles. Reformation uses sustainable methods and materials used for all garments. Reformation sources the most sustainable fabrics while including better practices in the supply chain to make beautiful fashion with an environmental impact. Reformation inspires to be sustainable, yet fashionable.
Lily Ashwell: Starting back in 2012 with a small collection based on vintage inspired dresses to now a world recognized slow fashion brand. Lily Ashwell produces all garments to be sold directly to the consumer, allowing the process of cutting out the middleman. Ditching the middleman allows Lily to create lower priced fashion while using the best quality and most ethically sourced materials in Los Angeles.
Emil Erwin: A husband and wife duo making its way in the luxury leather goods designed for classic and functional designs. Each handbag is designed and produced in Nashville with the finest materials with impeccable detailing.
What does this mean for Fast Fashion?
Many designers are becoming more optimistic about the idea of fast fashion is actually hurting us in the long run. As consumers, we associate lower prices to a good deal without seeing the overall consequence of the purchase. In reality, we have to re-teach the consumer on how to buy. Things such as cost per wear and purchasing slow fashion garments that is affordable to the masses are what will stop fast fashion. More mainstream names such as Stella McCartney and Susan Sarandon have shown their support to a fashion industry that is sustainable, fair work wages as well as reducing the carbon footprint.
Is Fast Fashion Worried? I Don’t Think So.
Fast fashion shows little to no signs of slowing down. Forever 21 has plans to incorporate double its numbers of stores by the end of 2016 as well as open F21 Red, an even cheaper price point. H&M is in plans to further expand its empire in hopes of opening 400 new locations this year. To top it all off, Japanese retailer Uniqlo is has taken over the U.S market and plans to have 200 stores open worldwide by 2020. Overall, slow and fast fashion can coexist as long as the consumer allows it to.