For some years now, fast fashion has been firmly entrenched in the fashion industry. But a movement is emerging that runs counter to it. Slow fashion is a way of consuming that involves keeping clothes for longer, paying more attention to the provenance and origin of garments and raw materials, and to the manufacturing process.
In other words, it's a way of consuming that aims to be ethical and more sustainable for the planet. Often associated with ecology, it has been somewhat shunned by fast fashion because of its hippy, bobo side.
So we've put together a list of the 10 most common misconceptions about ethical fashion.
1 - It's not trendy or feminine
When we say ethical brand, we immediately think of a unisex or men's brand offering clothes in dull colors and materials that aren't always pleasant to wear. But the opposite is true! Today, there are ethical brands offering clothes for women's wardrobes and even for children!
2 - It's not really sustainable (greenwashing)
So, yes and no. When we talk about sustainable and ethical brands, we don't take into account those that use greenwashing to improve their image. It's a fraudulent practice that turns out to be anything but eco-responsible. But fortunately, there are more and more brands that care about the planet and the health of their employees!
To find out more about greenwashing, here's an article that might interest you: Advertising VS Reality: When greenwashing takes over!
3 - Expensive
Yes, we won't hide it. It's a little more expensive than the clothes you'll find in the big stores. But the quality is there. In fact, for many consumers, quality is a determining factor when buying clothes. If the quality is mediocre, then the garment won't last long and you'll have to buy a new one. But if it's good quality, you'll keep it longer and won't need to go back to the store a month later.
4 - It's too long and complicated
Wrong! You don't have to completely overhaul your wardrobe! We often think that to go sustainable you have to change everything at once, but that's not the case! If you do that, yes, we won't hide the fact that you might have a bit of a hard time. But if you take things slowly and start changing your habits little by little, it will be much easier and much less time-consuming. Of course, nobody's perfect (not even us at Maison FT), but taking part in our own way and with our own means is already a good start! So, simply sort out what you no longer wear or what you're missing. You can donate clothes you no longer need to associations. Then shop in ethical boutiques!
5 - Not many brands offer ethical clothing
On the contrary! More and more brands are thinking outside the box, offering clothing and accessories that are more respectful of the environment. Many are turning to chemical-free production, such as the Oeko-Tex label. It guarantees a garment free of heavy metals and carcinogenic substances. And let's not forget the GOTS label, which guarantees production using organic textiles, such as organic cotton. Organic cotton is organically grown and requires less water!
For those who want to, we've prepared an article on the top 10 eco-responsible French brands.
6 - It's for hippies and tree-huggers
We're not saying you have to become a hippie to wear organic T-shirts or sweatshirts. With the new brands on the market, you'll be able to find clothes that suit your style perfectly. So there's no need to go through a complete transformation to dress responsibly!
7 - Impossible to combine fashion and sustainability, ethics
On the contrary, it's a gamble that's absolutely feasible! If you're interested, we suggest you take a look at our article on ethical and sustainable brands.
8 - It's too late
No, it's never too late! And better late than never, after all... As the 2th most polluting industry in the world, a little can go a long way! We're not going to kid ourselves, we can't reverse the situation just like that. But if we could at least minimize the damage, that would be something! So, no, it's not too late, and we encourage you to take the plunge!
9 - More complicated to maintain
Neither do synthetic and artificial materials. Materials like wool or cashmere should be washed as little as possible, but materials like linen, hemp or organic cotton are easy to care for and require no special procedure.
10 - Labels are misleading
Some of them are, in fact, not real labels, but self-proclaimed brand names to get consumers to buy.
We advise you to consider only verified and trusted labels such as GOTS, Oeko-Tex, Origine France Garantit, GRS, Ecocert or GUT.
That's it! Now you know what ethical fashion really is, and that you shouldn't rely on clichés and prejudices. There are many alternatives to fast fashion, and they're just as trendy and high quality! Just be careful to check labels and certifications to avoid greenwashing... If you'd like to know more about the fashion industry, we've got an article that might interest you that looks at the subject in more detail.
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