The opposite of fast fashion is the design and creation of fashion pieces by artisans who choose minimal and quality-based practices over excessive production. Their objective is to unite maker and purchaser through mindful consumption to sustain an industry that values the natural world. The European slow fashion industry has exploded in recent years, so here are five brands to check out.
SIZ
COLD LAUNDRY
UK based Cold Laundry is a gender-neutral brand formed by husband and wife Ola and Cerise Alabi, who describe their love-hate relationship with fashion as the driver behind the brand. The products are minimal, with clean-cut lines and warm, earthy tones inspired by time spent in Korea, and a commitment to “putting people of colour at the forefront and a message of unity and diversity in the fashion community ”.
BUG CLOTHING
This adorable brand was founded in East London by designer and seamstress Amy Ward, who sought to “create garments by hand that reflects the ideology that we should all buy less and admire quality and consideration over quantity”. Pieces are made with natural fibres by hand on a minimal scale that creates unique items. Materials are recycled from dead-stock factory waste meaning BUG items run through a circular production process. Since Amy has become a mother, BUG has expanded into designing cute and functional sustainable items for children.
HIUT DENIM CO
