What is Slow Fashion?

Fashion seams to give the cliche of the very opposite of ‘Slow’. By fashion we think of restless hunting for the latest trend. We picture the collections, getting outdated every season and – hardly worn – being dumped to the rag-and-bone-man; buyer letting themselves get patronised by their own tyranny of style. We look at the commodity, offered by cheep clothing retailers which, no matter of being a brand or discount, are made by slave labour in Asia. Our clothing originates altogether from the age of industrialisation – has not textile industry been the very first driver of industrial revolution? Have not the weavers been its first victim? Were not the Africans, forcibly displaced to America for cotton harvesting, the first slaves of the textile industry? The end of the 20th century marks at the same time the ecstasy and finally the end of traditional textile manufacturing: supply-chain-management, outsourcing, global logistics and highly efficient retail lead to the nearly complete destruction of textile production in Europe and the US. And with the machinery, also the know-how emigrated. Many of the usual production processes of late can verily be regarded as extinct.

Could a topic like fashion not be considered as ‘Slow’? Slow Fashion would be expressed in a change of mind, regarding product and its origin: thorough production and choice of raw material, sustainable manufacturing and premium craftsmanship, as well as retail that stays close to the product.

What is thus Slow Fashion?

1. Slow Fashion is long-living. Clothing that goes along with us for a long time. This starts with the textile, thoroughly made. The production chain is short and remains visible for everyone involved. Slow Fashion does need hardly any chemical kit to make its textiles correspondent or its design. The premium craftsmanship matches the quality of the material. Slow Fashion shows durability because it longs to last more than one season. The manufacturers vouch in person for their product. Cut and colours don’t have to be classic or conservative; Slow Fashion are not seasonal goods; you won’t get tired of Slow Fashion.

2. Slow Fashion is crafted. The detached steps of the production stay visible – from fibre to colour to manufacturing. Every piece is thus unique.

3. Slow Fashion aim at perfection. Slow Fashion does not necessarily represent new developments in the market. More important is continuous improvement and proven quality, perfectly tailored to the habits of the people. With Slow Fashion proven manufacturing techniques and materials as well as new technologies and production methods are applied. Slow Fashion is sustainable and fit for the future.

4. Slow Fashion is auratic. Slow Fashion emphasises the charisma of those wearing it. By Slow Fashion its bearer does not become demoted to an extra, but enhances the personality of the human being wearing as a layer of resonance. Slow Fashion requires a responsible user, confident in his own identity and style.

5. Slow Fashion stays close. It is a fashion to habit us, to environ us like another skin. Nothing is kept so closely to our body all the time like clothes. Slow Fashion is like a second skin.

6. Slow Fashion tells a story. Slow fashion as a provenance. You feel the place where it stems from and you recognise the time when it was created. Slow Fashion tells these stories actively by means of a vibrant communication between manufacturer, workpiece and bearer.

7. Slow Fashion is beautiful.

Joerg Blumtritt
Sabria David
Benedikt Koehler
Alice Scheerer

Reed more in our blog: http://en.slow-fashion.net

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