Moving faster, towards Slow Fashion


Slow fashion - a responsible alternative to fast fashion.

We live in a world of “#trending”. Every new trend has to be a part of our social media posts, for that’s what brings in the likes and comments! And as a new trend replaces the old one, we change the backdrop of our posts too!

Fast-fashion feeds on this very notion. Our changing definition of novelty helps small to mid-range brands garner mainstream attention across retail markets. The key to this – “affordability”. This reduces the cost of raw material and manufacturing, and helps profits soar higher with increasing margins! While this caters to market demands and helps economies flourish, it also has a flip side. Fast Fashion results in worker exploitation, menial wages, massive wastage of raw material and resources such as electricity and water, and puts great amounts pressure on the environment.

Battling these atrocities is “Slow-Fashion” which is catering to a niche audience at present, but aims to create a larger impact someday! Stressing on 3 core principles of good quality, clean environment, and fairness in practice, slow fashion is redesigning ideologies along with clothing! A movement started around a decade ago, Slow Fashion is all about producing modern, edgy, chic clothing in the most ethical, sustainable ways. Right from the fabric to the dyes, the focus is on procuring and using products that are organic, thus maintaining ecological balance. The production process emphasizes the most elementary methods of manufacturing. These provide a platform to talented, gifted workers to make a living from their own craft. With a keen eye on quality rather than quantity, the focus is on making apparels that are more honest and rooted than mass-produced!

So, what is the outcome of such Slow Fashion?

As a part of the Sustainable Fashion Movement, slow fashion leads to zero waste! This refers to the production of clothing with minimal-to-no wastage of material. This is a massive contribution to the world of fashion, which generates around 15% of waste fabric. A lot of these cloth rags end up in landfills with other thrown-out or used clothing. Adding to this massive wastage is the 7,000 liters of water behind manufacturing standard jeans and tee! If we decide, we can recycle 95% of this cloth and put it to more productive use! Something to think about, isn't it?

Slow fashion aims to reduce these numbers by great margins. It attempts to streamline a process that will extract the maximum from the raw material, giving back double to the environment in the process! While still stressing on “fashion", designers come up with unique styles, fabric, patterns, and colors to create exclusive attires that elude grace and elegance! These looks aren't competitors in the “changing trends” game but are timeless creations, that don’t need a makeover every few months.

A dedicated member of the Slow-Fashion tribe is Kappad, a brand built on values of being organic, sustainable, and ethical. Taking the baton for this movement, Kappad aims to make fashion more responsible. Inspired by many-a-brand that have already spearheaded the Slow Fashion Movement, Kappad is making strides in the same direction. Kappad believes that slow fashion and zero waste aren’t waves of transformation. They are harsh realities neglected for ages, that is now finally coming to surface! This zeal reflects in each of Kappad’s creations, that are a seamless blend of earthy materials and the most cosmopolitan styles. In the years to come, Kappad pledges to have a genuine replacement for mainstream fashion, that is not only “trendy”’, but equally “true”!