Is Fast Fashion Dead?
The world is obviously changing, and there has been a lot of talk about the impending recovery - or lack thereof - of the fast fashion industry. Small businesses have been at the forefront of discussion, hoping to make up for lost sales during the pandemic, and it appears that now more than ever, many people are inclined to shop small and local. This leaves us with the question, is the end near for fast fashion?
Even before the COVID-19 crisis, the fashion industry had been experiencing a shift in support towards “slow fashion” brands. As you may remember, Forever 21 filed for bankruptcy in September 2019. Although they seemingly have been able to run their business as usual since being bought out by Simon Property Group, the brand’s financial trouble, after 35 years in business, reflected a major change in consumer preference. No longer do many buyers want cheap, trendy apparel. People are buying higher quality basics that may come at a higher price but will last far longer and leave a smaller footprint on our ecosystem.
Within the past year, technological advancements in the fashion industry have allowed certain brands to carry out made-to-order garment production, which solves the common problem of overproduction and waste. These new technologies have allowed brands to produce at faster speeds and at lower costs, and while it doesn’t appear that these techniques will become the norm for a few years, they allow brands based on customization and small-batch production to compete with fast fashion retailers.
It’s fairly unlikely that all fast fashion will disappear in the near future, but we can certainly do without such a large volume of it. I encourage you to invest in staple wardrobe pieces that might seem expensive at the time of purchase, but will ultimately be something that you wear long into the future. Your earth will thank you for it.
To give you one final incentive to “buy slow,” I’ve listed some of my favorite slow fashion and made-to-order brands below. They’re definitely worth a look!
RE/DONE manufactures in Downtown LA, taking vintage Levi’s denim apart at the seams and repurposing it as the fabric within their new jeans. The brand uses water-conserving methods, no harsh chemicals, and style quantities are always limited “since each pair is handpicked, hand cut, and distinctly one of a kind.”
Mara Hoffman dedicates her NYC-based label to eco-consciousness. The brand constantly works to remind consumers to be mindful of consumption habits and uses sustainable fabrics like Econyl, Tencel, Repreve, hemp, linen, and organic cotton to name a few. These fabrics in conjunction with the brand’s transparent manufacturing process foster the creation of these long-lasting garments.
Founded in 2014, Whimsy + Row makes their collections in limited-run batches out of LA. All clothing is handmade under ethical conditions and is made only with locally sourced deadstock textiles and materials. This definitely isn’t your average “sustainable basics” brand. Whimsy + Row pieces are feminine and fun!
This brand is a classic in the world of sustainable fashion. As a lifelong vegetarian, Stella McCartney has been designing some of the highest-quality luxury pieces since 2001 without ever using real leather or fur in her high-fashion designs. Most pieces are made from sustainable materials such as ethically sourced wool, reengineered cashmere and organic cotton.
Find your essential sandal here. RAFA shoes are made with Ultrasuede®, a soft and lightweight material made from a blend of approximately 80% recycled plastic and 20% plant-based materials. The shoes’ heels are made of reclaimed wood. RAFA shoes are carefully handcrafted just outside of LA by generations of experienced shoemakers who are compensated with fair wages and work under ethical conditions. Each pair is made-to-order, so no unsold products go to waste.
Rag & Bone is a USA-based manufacturer. Quality is at the center of their brand, so they work with local manufacturers to ensure you get the best products that are made to last. Rag & Bone is also part of the Blue Jeans Go Green™ denim recycling program. If you bring in an old pair of jeans (any brand) to a Rag & Bone store, they’ll deconstruct them and use the cotton for insulation in buildings associated with Habitat for Humanity. One more thing, they’ll give you 20% off for turning in your old jeans.
Find a few more of my favorite sustainable brands here.
I have not been compensated to advertise any of the above brands.
