Slow fashion

It is part of the "slow movement" advocating for clothing and apparel manufactured with respect to people, the environment and animals.

[6] Developing a garment with a cultural and emotional connection is also pertinent to the purpose behind slow fashion: consumers will keep an article of clothing longer than one season if they feel emotionally or culturally connected to the article of clothing.

Many sustainable fashion companies are transparent, from manufacturing to retailing clothes, with the aim of helping buyers to make more conscious purchasing decisions.

[13]Slow Food Movement advocates the following principles:[14] The slow fashion movement has been studied by Kate Fletcher, a researcher, author, consultant, and design activist, and the author of Sustainable Fashion and Textiles.

[15] The Assam-based social venture deals in sustainably sourced and manufactured Eri silk products by on one hand working with the forest-dependent indigenous people in the region, while on the other hand working with global slow fashion brands in the West.

[16] 7Weaves's focus was also to preserve the biodiversity of the biologically rich but ecologically fragile Assam valley region.

[20] Slow fashion brands from countries including Germany, France, Belgium and Australia source garments and fabrics from 7Weaves.

According, to the author, 7Weaves's focus on sustainably sourced fair trade fabrics that were long-lasting and locally produced, use of traditional values and know how, preservation of ecosystem, source diversity, and responsible business practices emphasize its slow fashion credentials.

[4] In March 1990, the New York Times and Vogue published articles about the environmental trend in the fashion world.

In 2001, Natalie Chanin launched Project Alabama, a collection of 200 locally produced hand-sewn T-shirts that was well received at New York Fashion Week.

The same year, Stella McCartney launched her own line, applying animal-friendly (no leather, no fur) policies.

[5] Marketing strategies concerning slow fashion often revolve around a more conscious consumption, focusing the advertising on environmentally and socially sustainable aspects on the clothes.

The end products offered to clients by slow fashion designers are made to last longer and be timeless.

This is one of the ways Clarke presents to address the question of how slow fashion fit into the current economic model.

[28] After the release of the documentaries The True Cost and RiverBlue, there was attention drawn to companies that have fast fashion practices.

However, as the movement has grown in popularity, H&M's stock and brand image has taken a hit as consumer awareness has spread of their environmentally unethical practices leading to a drop in sales.

[31] Critics have called out against certain brands who have claimed to strive to follow slow fashion's principles.