Lately, the term slow fashion is heard more and more often and it is not just a trend, but a movement with more and more followers, and it is here to stay. This term was coined in 2007 by Kate Fletcher, professor of Sustainability, Design and Fashion at the Centre for Sustainable Fashion in London, to define what would be the antithesis of fast fashion or fashion produced in chain. The trigger for this movement was the tragedy that occurred in the largest textile factory in Bangladesh in 2013, where more than 1,100 workers died due to facilities that did not meet the minimum safety measures. Slow fashion encourages the consumer to know where, how and who has made the garments they buy. Thus, customer awareness is encouraged regarding the responsible consumption of fashion items, the quality of the materials with which they are manufactured and the repercussions of this industry on the environment.
Slow fashion is committed to biodegradable textiles, local and responsible manufacturing, respect for workers' rights and the purchase of durable and higher quality garments that reduce textile waste.
In response to this awareness of consumers, the number of companies that are adopting the slow fashion philosophy continues to grow year after year. Large brands have begun to introduce sustainable and responsible fashion lines, using organic (cotton) or ecological (milk fiber, Ahimsa silk or hemp) fabrics, in addition to establishing waste reduction strategies and setting more ethical policies on manufacturing processes.
One of the signs of support for this movement was seen in 2014, when TOME NYC carried out the White Shirt Project to raise funds for the Freedom For All Foundation, an organization that fights against human trafficking and modern slavery. The white shirt is a symbol of a new beginning, of a new life; it is made of organic cotton poplin and 30% of the profits generated by its sale are donated to this Foundation.
The American company Patagonia, specialized in sportswear, is an excellent example of corporate responsibility, as it has a solid policy that covers the impact of its activities on its customers, its workers, the community where it operates and the environment. The company promotes good working conditions in its factories and the use of high-quality materials with low environmental impact, allocates 10% of its sales to activist groups that protect biodiversity and encourages consumers to repair and reuse their garments and recycle them when they no longer wish to continue using them. Its logo is increasingly recognized in online stores such as Asos by consumers who want to purchase products manufactured by sustainable companies.
Spain joins the change with companies such as Tiralahilacha, which makes all its collections ethically and is committed to guaranteeing decent conditions for its workers. In this company, the patterns and samples are made by professionals from Barcelona and the clothing is made in India, in a factory specialized in 100% organic Fair Trade cotton. The stamping of the fabrics follows a rigorous control of spills and chemical waste, ensuring in this way that, from beginning to end, the production is responsible and sustainable.
The global trend to consume all types of articles, from food to fashion, in an increasingly conscious and responsible way promotes the rise of slow fashion. This growing concern for acquiring durable clothing, manufactured ethically with non-polluting quality textiles, more than a fashion, is a lifestyle.