We are living in a world where focus is everything, where everyone is fighting for attention and a chance to get their message out to the world. The problem is that most of the time the end goal justifies conducts that are not helping society in the long run, and clothing brands are not the exception.
Some brands are nowadays more focused on creating a false perception of quality rather than quality itself, leading to the numerous problems generated by the clothing industry, encapsulated under the concept of “fast fashion”, where quantity and mass production is far more relevant than quality and the actual consumer.
Clothing products are promoted at scale, generating a false perception of need that has turned the way we consume.
Now, the most important part of consumption is actually filtering our options to make smart desicións and buy products that have meaning and actually add value to our lives. But, with fast fashion on the rise, this task gets harder and harder with time..
The good news is that there are emerging brands that are rising against the fast fashion movement and providing meaningful high quality clothes that actually focus on the people that build them as much as the people that wear them, bringing the art back to the process under the concept of slow fashion.
Let's go deeper into each concept..
Fast Fashion And The Impact On The Environment
This new trend in fashion leaves a huge impact on the environment, not just people. According to the UN Environment Programme, the fashion industry is responsible for 10% of global carbon emissions. That's more than the impact of airplanes!
These clothes are made from cheap, synthetic materials like polyester, nylon, and acrylics which harms the environment and are extremely difficult to dispose of. Also, the process of production uses a significant amount of energy that adds to the contamination cycle.
Fast Fashion and Human Rights
There is a heartbreaking reality that some of these industries exploit child laborers in non developed countries to do the work and bring the production costs down. This practice has been looked up closely for the past 10 years in order to ensure that basic human rights are being met and no abuses are being committed.
So, are you conscious of where your clothes come from?
Fast Fashion and Marketing
The concept is simple, brands look for social proof in order to create an intangible value that is added by a perception of social adaptation...if everyone wears it, it means I belong. But, is that real value?
Somewhere in the past we stopped being conscious of our consumption habits and got lost in the mass way of consumption. It gets too difficult to buy unique products and if everyone wears it, it must mean that it is good….Well, that was the whole intention of the people marketing these products, they knew that social proof is a huge turning point in our decision making and that after a while, our will power just gives in to the subconscious work that has been building up for years.
The internet and massive growth of information access has catalyzed this process and made it extremely difficult for us to avoid it, after all, our consumption habits are made at an emotional and subconscious level, which in many times, we are not even aware of.
Slow Fashion And The Future
As sustainability is becoming more and more important to society, it makes us all second guess our daily choices, habits, and consumer needs, finally waking up to the harmful effects of many of these big industries.
In contrast to fast fashion, slow fashion focuses on the completely opposite approach. It slows the process down, allowing us to appreciate the clothes, and savor the beauty they hold. It advocates for buying better-quality clothes that will last longer, and values fair treatment of people, animals, and the planet along the way.
It's also a cultural movement that comes out to the surface to bring awareness to the world and fight back some unethical practices developed by fast fashion, changing the way we see and think about clothing.
The Rebellion of wearing art is here
This is the main slogan of Aukala, a Slow Fashion brand born from the hands and spirit of South American artisans, who helped create a unique brand centered on art and respect for the earth, utilizing ancestral techniques and noble materials to handcraft products that will take people back to their origins.
In Aukala there is a close relationship with the artisans, understanding that they are real people, with wonderful stories and beautiful lives. The artisans are capacitated and given the tools to grow with the help of digital platforms that showcase their art with the world.
On the other hand, the customers receive high quality, handmade products with actual value, creating a closer relation between not just the piece of clothing, but also the people behind it.
Every piece comes with an introduction card from the artisan that made the cloth, her or his history and how he actually built it. This practice in essence is the definition of slow fashion.
So, to summarize the reason why slow fashion is better than fast fashion you just have to think about what you want to see in the world. Clothes have become a commodity that we've all gotten used to, but that doesn't mean that they've lost their meaning...
Slow fashion values you and cares about providing good quality clothing that doesn't harm the environment or the people present in the process, it turns around every concept of fast fashion to make it more adaptable and sustainable.
There's really no question about it. Slow fashion is the future and fast fashion is the past.