Slow Fashion.

Slow Fashion is without doubt an important counter movement to the fast fashion industry, which produces at speed and uses up a lot of resources. By putting quality before quantity, and by looking at ethical and sustainable practice in the making of clothes, it helps to reduce the harm the fashion industry does to people and to the environment.

So the Slow Fashion movement does not only help protect the environment. It also stands up for fair working conditions and fair pay for the people in the textile industry. When customers decide consciously and choose Slow Fashion, they make a positive contribution to a fairer and more sustainable world.

To meet those demands we always order our range half a year ahead. This happens inside a fixed window. In showrooms the “sample” garments are presented.

In July we already order the summer and winter items for the coming summer, and in January we already put together the whole winter collection for the coming winter. We need careful preparation.

Every retailer that follows the same Slow Fashion model takes part in this buying round. An item is then made on the basis of all the pre-ordered items. That prevents overproduction, because only as much is produced as is needed. This applies across the EU and in Switzerland.

It gives us a lot of pleasure to avoid the needless overproduction that many of the big fashion brands run. We bring need and demand together sensibly. That is how we do our part for sustainable fashion.

It is worth investing in new clothes of good quality from fair production. You can read up on it, and when you shop, look closely at where and how you buy.