Explained: What characterizes slow fashion brands?

Generally speaking, sustainable fashion companies are committed to reducing their impact on the environment and people. To this end, sustainable fashion pays particular attention to social, ecological and economic factors. This includes regional and sustainable production under fair working conditions. The slow fashion movement also includes the consumer and their consumption habits. Slow fashion brands are concerned with developing an awareness of how we buy and use clothes and extend their lifespan. Slow fashion focuses on the big picture.

How do I know if a garment or brand is not only sustainable but also in line with the principle of slow fashion? The following four areas are a pretty good starting point for slow fashion brands:

• Fair Fashion
• Material composition
• Origin
• Action and reaction

Are you wondering whether a fair fashion label or a slow fashion label means the same thing as “sustainable”? Unfortunately, there is no simple answer. Because everyone understands fair fashion differently. While most fair fashion labels and certifications generally focus on ethical aspects, there is no uniform objective. For example, in contrast to slow fashion brands, fair trade certification focuses on fair wages. In a nutshell: fair fashion certifications are not automatically synonymous with sustainability or slow fashion labels. A fair fashion label is a good start, but if you want to know whether the brand is pursuing the same goals as you, then you need to take a closer look. Most fair fashion certifications take the slow fashion criteria into account.

There is a simple trick to find out whether a garment from a sustainable fashion brand is also in line with slow fashion principles: you just have to take a look at the material composition. If a garment from a slow fashion label is made from sustainably sourced pure wool, it can be recycled without any problems. However, if it consists of 30 percent cotton, 20 percent polyester and 50 percent wool, it cannot be fully recycled because there is (as yet) no way of separating mixed fibers. This material composition is therefore not a characteristic of a slow fashion brand.

But don't worry! There are many ways you can ensure that the garment does not fall victim to waste. Incidentally, the most controversial player in terms of material is pure cotton. Even sustainably managed cotton fabrics generally require a lot of water². If you are concerned about wasting water, opt for slow fashion brands that use hemp in their production. Hemp is a good alternative because the fabric production of slow vs. fast fashion requires much less water.

Believe it or not, your clothes have seen a lot of the world - especially your fast fashion jeans, if you have any in your closet. This is because they have had to travel quite a few kilometers during the production process from the plant to the store. Even if the label says “Made in Germany”, it doesn't mean that it's a garment from a slow fashion brand - some of its components could have been shipped from distant parts of the world.

But as is so often the case in life, things are not always black or white. While most sustainable products are sourced and manufactured in the same place (which slow fashion brands explicitly point out), this is not always possible. The motto here is very clear: do your best. In plain language, this means checking the origin of the products and making conscious decisions for or against slow fashion labels. Always remember: by taking care of your clothes, i.e. washing and repairing them carefully so that they can serve you longer, you are making a huge contribution to slow fashion.