The culture of fast fashion has created a mindset of using whatever means to produce and promote quick, disposable and standardized fashions. Slow fashion, has risen as a counter movement to the production of these cheap and fashionable trends.
“Slow is not a simple descriptor of speed. Rather it represents a different world view that names a coherent set of fashion activity to promote the pleasure of variety, the multiplicity and the cultural significance of fashion within biophysical limits.” -Kate Fletcher
The term slow fashion was first coined by the Kate Fletcher as an alternative style of thinking. Fletcher likens the fast fashion to the fast food industry; where conveniently fast, low quality products are expected. The obsession of trend followers fuel the disposal of fashion. Within a few short months, the clothes in our closets are devalued not only in practical quality, but on style. Instead, the slow-fashion movement reshapes the values in the fashion industry from one obsessed with constant renewal towards the increased value of the worth of the product.
image by slowfashionforward
What happens when a brand embraces the values of slow fashion? Imagine a world where a fair chance is given to people, to communities, and to the environment. Fast fashions puts pressure to produce and promote fashions in often demeaning ways. It seems that the world is heading in a direction where nothing holds any real value. Mindless as we are to the effects of consumerism, there has to be a time where our apathy and indifference is addressed.
With slow fashion, time in spent into the designs of the product through the reduction new products. As a result, respect is paid towards the process of production.
Zady was created as a an “alternative to fast fashion” with the encouragement of “buying good” instead of “buying more.”
Zady now offers their own line of sweaters fully made and sourced in USA using higher standards throughout the supply chain. The ZADY Essential Collection works with local U.S. partners and ensures that every step of their supply chain is environmentally sustainable and fair.
“By working with U.S. partners at every step of the apparel supply chain—ranchers, washers, dyers, millers, knitters, and sewers — we’re learning the issues and taking them head on to create a new standard.” – Zady
Images from Zandy
Will you be buying for the future? Slow Fashion is the step towards bringing quality and craftsmanship back into our goods, it’s an investment for not only ourselves but to our communities around us.
Fletcher, K. and Grose, L. (2012). Fashion & sustainability. London, England: Laurence King.
SLOW FASHION. (2014). [online] Available at: http://slowfashionforward.org/whatisslowfashion [Accessed 20 Nov. 2014].
Zady, (2014). Zady. [online] Available at: http://zady.com [Accessed 20 Nov. 2014].