By Liisa Ronkainen. Oulu University of Applied Sciences
The idea of “fast” goes beyond fashion; it’s a lifestyle driven by mass production, impulse, and convenience. Fast living in food, fashion, technology, and media prioritizes speed over quality, connection, and sustainability. In contrast, the slow movement values quality, care, and mindful consumption, encouraging us to choose products and experiences that last and respect the planet. The Horizon Europe project CRAFT-IT4SD applies these principles by combining traditional crafts with modern technology to make slow fashion practical and scalable.
From Fast to Slow: Fashion’s Turning Point
As the Finnish youth have started using the word temu to indicate something is bad, it is evident that, at least with younger generations, ultrafast consumption is losing its appeal. At the same time, the fashion industry is undergoing a profound transformation. For decades, fast fashion has fueled overproduction, overconsumption, and waste, creating enormous environmental and social challenges. Before the European Union or other governing bodies responded, the Slow Culture social movement emerged in the beginning of the millennium and with it, the concept of slow fashion was born.
The concept slow fashion was originally coined by Katherine Fletcher to offer an ecologically and socially sustainable fashion alternative. Slow fashion is neither a fleeting trend nor a marketable add-on. It is a sustainable and ethical movement calling for a balanced system that aligns with nature’s rhythms and fosters cultural and emotional connections to clothing. As a movement it supports long-term well-being for people and the planet (Fletcher, 2010.)
While slow fashion offers a much-needed alternative to fast fashion, it faces several challenges and is often misunderstood. One major barrier for slow fashion is accessibility, as sustainable garments often come with higher upfront costs, making them seem exclusive or unattainable for many consumers. This can lead to the misconception that slow fashion is only for niche markets or luxury buyers, when its principles of buying less, repairing, and reusing are practical and cost-saving over time.
Another misunderstanding is that slow fashion means giving up style or creativity. In fact, it encourages timeless design and individuality, often through unique, handcrafted pieces and innovative upcycling methods. However, changing consumer habits is difficult as fast fashion’s convenience and low prices have shaped expectations for instant availability and constant novelty. So, what are the practical and small steps we can take to become part of the slow movement?
A roadmap of 5 Rs
To define practical steps towards a lifestyle of slow fashion, we turn to the sustainability framework of the 5 R’s: Refuse, Reduce, Reuse, Repurpose, and Recycle. Here’s how the 5 Rs can be used in fashion from a consumer perspective:
- Refuse
Say no to unnecessary purchases and reject products that exploit workers or harm the environment. Buy from local crafts professionals and designers and consider what you really need to buy.
- Reduce
Minimize consumption by choosing timeless designs and durable materials. Create a capsule collection of essential clothing items that you can combine. A capsule collection takes up little space and is easy to use. A collection not tied to trends never goes out of style.
- Reuse
Extend the life of your clothes through care, repair, and second-hand use. Seek out local crafts professionals to repair items for you, or repair clothing yourself using ready-made products such as Fabpatch. Organise clothes swapping get-togethers with friends and family and rummage through your second-hand shops for items.
- Repurpose
Give old textiles new life by transforming them into new products. If you feel like you do not know how, there are plenty of online tutorials on how to repurpose clothing. Turn your old T-shirts and jeans into bags, skirts and household cleaning textiles or use them as patches to repair other items. Alternatively, donate your old clothes to local crafts professionals or costume makers who know how to repurpose them.
- Recycle
When garments reach the end of their life, recycle them into new textiles. Find out where your closest textile recycling point is and use it habitually for all possible textile items.
Slow fashion movement in CRAFT-IT4SD
CRAFT-IT4SD promotes slow fashion by reviving traditional craftsmanship and integrating technologies like XR and 3D printing. Through our open connector platform, we offer an alternative to fast fashion and make sustainable practices accessible to consumers and crafts, fashion and design professionals. Join the slow fashion movement: repair a garment, swap clothes with friends, or choose local designers. Every step toward slow fashion helps build a more sustainable future.
REFERENCES
Fletcher, K. (2010). Slow fashion: An invitation for systems change. Fashion Practice, 2(2), 259–266. https://doi.org/10.2752/175693810X12774625387594