by Celine Semaan Vernon
What is Slow Fashion and why are we called Slow Factory?
"Slow Fashion is not your typical seasonal fashion trend, it is a movement that is steadily gaining momentum and is likely here to stay. Today’s mainstream fashion industry relies on globalized mass production where garments are transformed from the design stage to the retail floor in only a few weeks. With retailers selling the latest fashion trends at very low prices, consumers are easily swayed to purchase more than they need. But, this overconsumption comes with a hidden price tag on the environment and workers in the supply chain." - Reversing Environmental Damage
You have probably heard and been appalled by the tragic collapse of one of the sweat shop factory and have probably signed the Avaaz petition urging Gap CEO to sign a safety agreement protecting and improving the conditions of their workers abroad. The fast-fashion has spoiled our senses in judging what to buy, let alone what to wear. Fashion knock-offs made by mass-production companies such as H&M and Gap are very tempting, made with polyester instead of natural fabrics they cost peanuts compared with the originals and barely last a season if worn daily and machine washed. This is the vicious circle in which we all live in: buy cheap, throw it after a season, buy more.
In the past 5 years I have been dedicating myself in buying with a conscious. I buy natural fabrics made by local or socially conscious designers and surprisingly my wardrobe went from 1000 pieces I never wear to 10 essentials. This philosophy is what drove me to start Slowfactory. A factory that produces slowly with natural fabrics only and made locally by people who love what they do.
My passion for both fashion and the Earth was to find a way to raise awareness about the state of the Earth as well as offering a product that is environmentally conscious. Quality comes first and although I come from a User Experience background, I found myself caring about the stitches and fabric of each piece of my collection.
"Slow Fashion represents all things “eco”, “ethical” and “green” in one unified movement. It was first coined by Kate Fletcher, from the Centre for Sustainable Fashion, when fashion was compared to the Slow Food experience. Carl Honoré, author of “In Praise of Slowness”, says that the ‘slow approach’ intervenes as a revolutionary process in the contemporary world because it encourages taking time to ensure quality production, to give value to the product, and contemplate the connection with the environment."
Once we are aware of the consequences we have a choice. And we can chose to slow down.