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Slow fashion is the widespread reaction to fast fashion. It’s thoughtful, intentional, and holistic. 

Slow Fashion is an awareness and approach to fashion, which considers the processes and resources required to make clothing, particularly focusing on sustainability.

The term was first coined by author, design activist, and professor Kate Fletcher. She defines slow fashion as quality-based rather than time-based.


Slow fashion pioneers note that the movement encourages slower production, unifies sustainability with ethics, and ultimately invites consumers to invest in well-made and lasting clothes.

While slow, ethical, and sustainable fashion all describe efforts towards an aspirational goal, rethinking our relationship to clothes, slow fashion combines a brand’s practices with a customer’s shopping habits.


The movement works towards creating an industry that benefits the planet and all people.

In addition to caring for the planet through thoughtful design, slow fashion brands produce clothing in-house or locally, allowing for full control over the supply chain process and labour conditions.