#goodonyou

Slow fashion which can also be referred to as eco-fashion, sustainable fashion, ethical consumption, thrifting and circular fashion refers to the focus of sustainable practices in the fashion industry. In the text “Slow Fashion Consumer Behavior: A Literature Review” they define slow fashion as “the need to adopt sustainable performance and a change in core values in the fashion industry" (Domingos et al, 2022, p. 1). They also go on to explain that “the movement encourages brands to embrace a quality-based rather than a time-based business philosophy based around slower production, ethical attitudes, and well-made and long-lasting products" (Domingos et al, 2022, pp. 2). However, the slow fashion movement has only become more popular in recent years due to the trends seen online through social media influencers.

Therefore, slow fashion is the opposite of fast fashion which is mass production of clothing in unethical manners. In a study conducted in 2017, customers reveal that the price and availability of options are reasons by they do not purchase from sustainable fashion brands (Henninger et al 2017, p. 96). Additionally, another study conducted in 2021 reinforces that this issue is still present (Chi et al 2021, p.110). However, something that might help brands would be explaining the negative effects of fast fashion which is often done online through social media influencers. Many influencers bring attention to the many negative attributes associated with fast fashion brands such as environmentally as well as ethically regarding the work environment.

Finally, there is an Australian website I recently learned about “Good on you” that evaluates fashion brands sustainability. It is an efficient way to look into a fashion brands ethics. The website has the support of actress Emma Watson; you can read about their mission statement here if you are looking to learn more about Good on you: https://goodonyou.eco/about/

They also explain on their website how they rate fashion brands by stating: “Using our proprietary tech, Good On You analysts evaluate each brand with our rigorous methodology, which we developed in collaboration with industry experts, academics, and organisations (like Fashion Revolution, Fashion for Good, and Four Paws). Materiality is key meaning we assess issues based on what’s most important and impactful. Our methodology also distinguishes between large and small brands based on annual turnover or parent companies. We proportionately apply more demanding standards to large brands as they inherently have greater impacts and influence.” (https://goodonyou.eco/how-we-rate/)

References

Claudia E. Henninger, Daniella Ryding, Panayiota J. Alevizou and Helen Goworek, ‘Introduction’ Sustainability in Fashion A Cradle to Upcycle Approach, edited by Henninger, C.E., Alevizou, P., Goworek, H., Ryding, D. (Palgrave: 2017). Click here.

Domingos, Mariana, Vera Teixeira Vale, and Silvia Faria. (2022). "Slow Fashion Consumer Behavior: A Literature Review" Download "Slow Fashion Consumer Behavior: A Literature Review" Sustainability 14, no. 5: 2860. https://doi.org/10.3390/su14052860

Ting Chi, Jenisha Gerard, Yuhfen Yu & Yuanting Wang (2021) 'A study of U.S. consumers’ intention to purchase slow fashion apparel: understanding the key determinants' Download A study of U.S. consumers’ intention to purchase slow fashion apparel: understanding the key determinants', International Journal of Fashion Design, Technology and Education, 14:1, 101-112, DOI: 10.1080/17543266.2021.1872714

Ethical brand ratings. Now there’s an app for that: Good on You

Discover ethical brands and see how they measure up.

Following the mantra: do good, look good, feel good, the Good On You app wants to revolutionize the fashion industry by letting consumers into the inner working of their favourite brands, or by facilitating the discovery of ethical brands.

The app was developed by a group of campaigners, fashion professionals, and scientists to provide users with an easy and quick score, focused on 3 metrics: Good on Planet, People, and Animals.

The rationale is simple: wear the change you want to see. We have purchasing power, by choosing sustainable brands we can tilt the trend towards positive standards instead.