Slow fashion: What is it? And why is it important?

The fashion industry is one of the main causes of destruction to our environment, with 53 million tonnes of clothing produced annually, 73% of which end up in landfills, leading to 100 billion US dollars' worth of materials being lost each year (according to the Ellen McArthur Foundation).

So what can we do to change this destructive cycle? The answer is a new term being coined by fashion change activists called slow fashion. It's the idea that clothing should be made using high-quality, responsibly sourced materials that will last a lifetime. The designs are timeless and allow customers to care for their garments instead of throwing them away at the slightest tear and without a thought. Instead, we should only be buying new products when necessary and from brands with a circular narrative, where products that have depleted are made from recyclable components that can be retransformed again and again.