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What is slow fashion?
Manufacturers have been urged to act with a more eco-friendly approach, after recent studies revealed the sector was responsible for up to 10% of harmful greenhouse gas emissions.
With the fashion industry as a whole worth a massive £2.5 trillion globally, and projections suggesting it will grow by a further 65% by 2030, environmental organisations are urging those involved to act now, before it’s too late.
The growth in slow fashion represents a push for sustainable practices to reduce plastic waste.
As well as a growing amount of greenhouse gases being released by the mass production of clothing, the textiles industry is linked with microplastics entering the ocean.
How can slow fashion help?
Brands involved in eco-friendly fashion are endeavouring to reduce plastic waste by repurposing it into garments and accessories. The school of thought began to develop following a critical UN Environment Programme report that blamed the sector for causing a “triple planetary crisis” in terms of climate change, pollution and the harmful impact of manufacturing on nature.
New and innovative techniques are being used to transform plastic waste into fashionable products, including recycling technologies and upcycled clothing. Data suggests the fashion sector produces 92 million tonnes of textile waste annually. This means it’s one of the world’s largest polluting sectors behind food and the construction industry.
Slow fashion advocates are partnering with local waste collectors to ethically source recycled plastic and turn it into clothing, textiles and bags. Supporters of the initiative say it’s not just about recycling: it aims to create a circular economy that finds a new purpose for waste and supports the livelihood of employees. This includes providing safe working conditions, paying fair wages and entering into community partnerships that support local people.
The slow fashion ethos is applied to the whole supply chain and not just manufacturing plants.
What do consumers think of sustainability clothing?
Studies show consumer awareness and behaviour influence the adoption of slow fashion, as the majority of people support brands that adopt environmentally friendly practices. A report by The Round Up in 2024 revealed 78% of the British public considered sustainability an “important factor” when choosing where to shop. In addition, 55% said they were willing to pay extra for brands with eco-friendly credentials.
Consumer attitudes influence companies significantly, driving the demand for more products that don’t harm the planet and pressing businesses to adopt sustainable working methods. As a result of the internet, people are able to research any company quickly and determine whether they’re causing damage to the planet, or supporting sustainability. No business can afford to lose trade because it has harmful practices, such as unethical sourcing.
Brands that integrate plastic into fashion lines
Many of today’s major fashion and sports apparel brands are using recycled plastic waste to create new items such as Stella McCartney, Adidas and Gucci, who have all been inspired by the so-called “Blue Planet effect”.
An innovative newer brand, the Danish fashion company Moshi Moshi Mind has produced a coat that looks and feels like padded down, but is made from 100% plastic bottles retrieved from the ocean. Fellow eco-friendly brand Riley Studio creates fashionable exercise wear made from Econyl, a synthetic fabric made from recycled nylon waste.
Increasing numbers of companies all over the world are following the slow fashion revolution and consumers are supporting them, according to polls.
How can the public get involved?
People who wish to help the slow fashion movement can help by making conscious shopping choices, upcycling clothes and supporting second-hand shopping over new. Choosing second-hand means you’re helping to reduce the demand for making new garments, which in turn will reduce environmental damage.
Plenty of fashion followers agree that vintage clothing is high quality and also available at affordable prices. If you have clothes that you no longer wear, donate items to charities such as Oxfam, which works to fight poverty.
Take care of the garments you already have to extend their life, learning simple sewing skills and washing them at a lower temperature on a shorter cycle. To combat the age of fast fashion, choose clothes that will last and look after them well. If you buy new clothes, do your research on eco-friendly brands and favour them over others.