What is Slow Fashion?

The Slow Fashion movement emerged around 20 years ago, and it counteracts Fast Fashion by trying to instil in manufacturers a 'slower' way of making clothes and trying to make consumers understand that they do not need to buy new clothes every day.

Slow Fashion asks the consumer to make an effort and to be more aware. Before buying any kind of product, you should ask yourself:

• Do I really need this?
• Where was it made and by who?
• Will it last?
• What material is it made of?

If you can answer all these questions, then you really need to buy the item.

Many times consumers are compulsively driven to buy, filling their wardrobes with unnecessary things that they will wear little or never, and they do so only because the price is affordable. A very high percentage of the clothing that consumers buy based on their emotions ends up in a corner of the wardrobe, or in a drawer of the dresser until they decide it is time to throw it away, perhaps having only worn it once.

Slow fashion is necessary, especially if we look at brands like H&M, accused of burning 12 tonnes of new and unsold clothing per year.

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