Why we do things slowly.

Fashion moves fast.

It produces in mass. It churns out clothes in minutes. It delivers to demand. 

The idea of slow fashion might be a far cry from what we’re now used to seeing. But this is the way things have always been done in our industry. Tailors and seamstresses would (and in some places, still do) hand-stitch every hem, every pocket, every button. 

Slow fashion is about not cutting corners to make something that is guaranteed to last. Season after season. 

We’re firm believers in this hands-on, highly detailed approach. Not just because it produces better quality garments but it’s also better for you and our planet. 

Slow fashion in a nutshell

The slow movement started in the 1980s. Initially, it was a pushback to the fast food industry but since then it’s fired up other movements including slow marketing, slow parenting and slow fashion. 

Fast fashion is all about producing cheap clothing that can be sold quickly for a bargain. The problem with this is that it relies on disposable, poor-quality clothing, made from synthetic fibres that are not biodegradable. 

On the flip side, slow fashion is all about buying less, but better quality items that are made with care and designed to last longer. 

Slow fashion is also kinder to the environment. The clothing industry is one of the most polluting industries in the world, and much of that pollution comes from fast fashion. Worse still, fast fashion operates at such a pace that it doesn’t stop to consider the working conditions of the people who are making the clothes. Often factory workers are paid very low wages and work in poor conditions. 

Why we take our time

We want to get all of our products just right. So we don’t rush decisions. We take time choosing materials, we do lots of wear testing and we tweak the fit to make it more comfortable. It can sometimes take months to make one product but once it’s ready, we know it’s basically perfect. 

Making this way reduces the impact we make on the planet and it gives us time to really pay attention to our products and the people who work so hard on our factory floor. 

Everyone in our small yet mighty team is paid a fair living wage. And rather than working all hours of the day, the machines start whirring at 8am and they wind down at 5pm. We also down tools at 12:30pm on a Friday because who doesn’t love an early finish to ease into the weekend? 

Slowly moving forwards

While we know we still have work to do when it comes to sustainability, we don’t take our responsibility lightly. We’re constantly on the lookout for new fabrics and ways of working to increase our sustainability. We innovate, test and experiment to keep refining what we do and make the best product there is.

We’re fully committed to reducing the footprint of our business and our garments while looking after the people who make it all possible. We’re living proof that you can make a superb product without exploiting anyone.

By choosing one of our hoodies, sweatpants or T-shirts, you’re voting for slow fashion. 

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