Slow Fashion Customers Want to Love Their Clothes
Embroidered illustration by Alyson Toone
The easiest way to think of Slow Fashion is to think of it as a wardrobe full of neutral colored basics. Which is all fine and well for some folks, but I doubt you’ll get most people to join the movement with that. I’m sure that the higher price tag for essentially the same item in a fast fashion store makes people think that they being taken for a ride.
People are willing to spend money…on things they see as special. Think about it in your own life. How much would you spend on a pair of leggings or a screen tee? Probably not much. Why? Because its run of the mill. Quite literally.
Embroidery and printed fabric applied to this simple Tea House dress by Sew House Seven makes this style really special. Those are the kinds of details that can really make a garment into the kind of clothing that you want to keep. Plus its easy to wear. Sewn, embroidered and original print by Alyson (me).
Now a dress with handcrafted details, that fits you well, and is your favorite color, you would definitely spend more money on that. There are plenty of brands that make their name on special items. But there are way more brands staking their claim on run of the mill apparel. Run of the mill is easy. We know that everyone likes and easily fits into simple comfy knits. That’s boring though. As designers, we should be pushing boundaries and offering special items to customers. In the slow fashion movement, you want people to cherish the item that they bought from your brand. You want them to repair it when it gets worn. You want them to wear it for years.
Two things can be seasonless: classic basics and an item that you love. Everyone has an item or two in their closet that they would hate to part with. And I highly doubt that item is a neutral colored basic tee.
