‘SLOW FASHION’ — a conscious consumption idea

Some years ago people finally realized how the planet is in danger and therefore new initiatives have been launched towards more sustainable solutions. Fashion industry is producing tons of trash due to the fast fashion demand that rang the bells to immediately review the production and rethink the consumption of fashion articles.

Slow fashion was born to call attention to ill-considered and limitless consumption of goods. The idea behind is to buy less and betterwhich means to buy less articles, that you really need and to buy better quality goods, that last for a longer period of time.

What exactly is slow fashion?

Slow fashion is a concept that describes the opposite of fast fashion, supporting production solely with respect for people, the environment and animals. As such, in contrast to the practice of industrial fashion, slow fashion favors local businesses and the use of environmentally friendly materials, with the aim of preserving the uniqueness of the profession, the environment, and ultimately providing value to both consumers and producers. It refers to awareness that takes into account the procedures and resources required to create clothing. It promotes the purchase of better quality, longer-lasting clothing and the fair treatment of people, animals and the environment. It promotes a more ethical and sustainable lifestyle and consumption.

Slow fashion is not only a philosophy, it actively contributes to reviewing our ways of purchasing goods, finding pleasure again in selecting and acquiring articles and also seeing people behind the brands. Slow fashion is a more personal, human approach that is about inspiration, respect and pleasure that values both the consumer and the producer.

Next to generating values, the outcome is that the planet has to reduce fashion consumption. Therefore Capsule Wardrobe concept is the right approach to build a more conscious wardrobe, in which you can find all you like and need with respect to the Planet and to your pocket.

But why is it so important to protect our environment with our clothing habits?

  • 80 billion pieces of clothing are made every year
  • Fast micro fashion brands release 52 micro collections a year instead of the usual 2
  • 400% more clothes are produced than 20 years ago
  • On average, fast fashion representatives wear a garment 7 times before throwing it away
  • 35 kg of textile waste is generated per person per year in the United States
  • Only 20-30% of women’s wardrobes are in daily use
  • 20% of industrial water pollution is due to the textile industry alone
  • 200,000 tons of dye are discharged into wastewater every day
  • The fashion industry uses 1.5 trillion liters of water a year
  • 2.6% of the world's freshwater supply is used for cotton production
  • 190,000 tons of microplastic fibers go into the oceans every year
  • Synthetic fibers are used in 72% of clothing.
  • 5.2% of the landfills are textiles and clothing
  • Up to 3 years is the average lifespan of a garment 2
  • 3% of all chemicals in the world are used in the clothing industry
  • 10% of the world's emissions come from the clothing industry
  • 70 million barrels of oil are used annually to make polyester
  • 70 million trees are cut down every year for clothing
What can you do about it? Shop consciously and care for your clothes consciously!
Choose clothes made in countries with stricter environmental regulations! Choose garments made from natural materials that are not made with chemicals! Only wash if necessary! Wash at low temperatures! Buy less, buy better quality and recycle worn out clothes!

Why can’t the fast fashion trend ever be sustainable?

The fashion industry is now the second largest cause of pollution after the oil industry, thanks to the fast fashion trend, which accounts for 8-10% of annual emissions and an additional 20% of wastewater emissions. But that’s not all, everyone knows the environmental impact of aviation, and the fashion industry requires more than the combined energy needs of aviation and shipping.

  • About 70 million oil cans are used to make polyester every year!
  • FF fashion brands are overproducing by about 40%.
  • About 12% of all clothing products in the world will only be recycled.
  • 93% of FF brands do not pay their factory workers the amount they need to make a living.
Fast Fashion brands are adding 1 “sustainable” product line (organic cotton, recycled polyester, etc.) to their unsustainable clothing collection and believe this is a change. No matter how sustainable fabrics are, the FF trend (which makes clothes at breakneck speeds) makes even the best materials unsustainable.
FF brands talk about taking our old clothes for donation / recycling, but only 10% of the clothes are recycled, landfilled in other countries or transported to third world countries (Read more about how Ghana has become a textile landfill and how it is fighting country with this waste crisis)

But even assuming our clothes are actually recycled, what’s the point of making too many clothes and then recycling them? Couldn't recycling be the absolute last resort? Shouldn’t these brands focus on making durable clothes that don’t tear or fade in a few washes?

FF brands can never be sustainable unless they become socially responsible and can ensure that everyone in their supply chain, from the farmer to the textile factory, is paid well, with good working conditions, and so on.

FF brands can never be sustained by releasing new collections every two weeks. The speed at which clothes are made and discarded leads to huge textile waste and pollution of natural resources.

Finally, 60% of the sustainability claims of FF brands are greenwashing. The main reason they can get away with misleading their consumers is that the public is unaware of the horrific practices in the fashion industry.

If you want to be a responsible customer, ask yourself, where do you buy from? Do yo want to favor a small sustainable local brand or an unethical fast fashion giant? And if you can’t completely get rid of fast fashion… here’s something you can do: buy less, buy consciously


Want to learn more about conscious shopping, the concept of the capsule wardrobe, and how to build your own capsule wardrobe? Read our ebook to find out!


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