What does ‘slow fashion’ really mean?

The term 'fast fashion'’ is now universally used and its meaning pretty well understood; clothing produced at immense speed, often in huge volumes, marketing intended to convince us that we always need more, and brands whose strategy for ever-increasing growth eclipses all else. 

So where does its opposite come from, and what does it mean?

First, we need to go back to 1980s Italy to the conception of the ‘slow food’ movement. Starting in protest against the planned arrival of McDonald’s at the Spanish Steps in Rome, the slow food movement stood in opposition with what the group of activists described as a ‘fast life’. 

“A firm defence of quiet material pleasure is the only way to oppose the universal folly of Fast Life… May suitable doses of guaranteed sensual pleasure and slow, long-lasting enjoyment preserve us from the contagion of the multitude who mistake frenzy for efficiency.” 

(Excerpt from the Official Slow Food Manifesto)

Slow food, slow living, and in turn, slow fashion -  the term coined by Kate Fletcher of the Centre for Sustainable Fashion - are defined by an approach focused on quality (produce, products, and materials), longevity (designed and made to last), and the fair treatment of people, animals, and the Earth.

While much of this intersects with ‘sustainable fashion’, ‘slow fashion’ places greater emphasis on reducing our overall consumption. In doing so, we’re able to be more selective about who and where we buy from, taking time to consider whether the companies we spend our money with align with our beliefs. Reducing the amount of clothing we buy also encourages us to change our relationship with the items we already have; through repairing, sharing, and re-wearing. Perhaps the most important facet of ‘slowness’ though, is in being intentional. Rather than feeling overwhelmed by a pace of life we didn’t choose, there’s power in making the conscious decision to live a ‘slower’ life.