2026: A Turning Point for Slow Fashion

“Fast fashion is the second-biggest consumer of water and responsible for about 10% of global carbon emissions – more than all international flights and maritime shipping combined,” according to an article on Earth.org titled the Environmental Impact of Fast Fashion.

The term “fast fashion” was first coined by The New York Times at the beginning of the 1990s when Zara first opened in London, the article tells us. It described “Zara’s mission to allow garments to go from the design stage to being sold in stores in just 15 days”.

The article also quotes statistics from the UN Framework Convention on Climate Change, which revealed that “emissions from textile manufacturing alone are projected to skyrocket by 60% by 2030”.

And it discusses the social impacts of fast fashion. “In fast fashion, sales and profits often take precedence over human welfare”, it says. It mentions “evidence of forced and child labour” used to manufacture these garments in countries as diverse as “Argentina, Bangladesh, Brazil, China, India, Indonesia, Philippines, Turkey, and Vietnam”.

Is Slow Fashion the Solution?

The article believes so. In 2019, “the UN launched the Alliance for Sustainable Fashion to address the damages caused by fast fashion,” it says. “It seeks to ‘halt the environmentally and socially destructive practices of fashion’.”

We are aware that many renowned designer brands such as our own Stella McCartney, as well as athleisurewear giants Adidas and Nike, and US designer Ralph Lauren, are doing their utmost to create more sustainable clothing. All are constantly innovating, using more sustainable fabrics and production methods for their garments.

2026: A Turning Point for Slow Fashion

We’re finally taking fashion sustainability seriously, and we’re seeing it globally, with regulation changes, as well as new technology. For starters, the EU’s Digital Product Passport Registry was officially launched this month, July 2026.  The Digital Product Passport requires that fashion brands give detailed information about each garment they produce, including the materials used, where they came from, whether the fabric is synthetic or natural, how to care for it and how to repair it. No fashion brand has had these rules before, and transparency is not an option. Those companies who cannot back up their sustainability claims are in for a shock.

Personal style and quiet luxury are focusing on minimalism, and the current trend is on “buying less, and buying better”. As a result, recycling garments isn’t just a good idea anymore; it’s the way forward for many. 

Technology has helped us with our new fashion sustainability focus, allowing clothes to reveal their true stories using QR codes, carbon footprint labels and blockchain-based fabric tracking. Tracing the sustainability of a garment, or the lack of it, is easier than ever, and helps us make better, more environmentally friendly choices when we do shop.

Calling a garment or fabric “sustainable” isn’t enough anymore: we want proof in the form of certifications like (GOTS, Oeko-Tex™ and GRS) and honest pricing, which means we will pay more for the luxury of ethical fashion. But it’s worth it, to those of us who genuinely care about the planet. And we’re finding that it means a lot to more and more people all over the world, including here in the UK.

If you're unsure about fashion sustainability, why not read jour comprehensive guide, The Problem with Fast Fashion. We also compiled an explanatory blog on Why Sustainability in Fashion Is So Important. And we have another fascinting blog on Slow Fashion, which makes fascinating reading. so compiled an explan

Looking Back: The History of Slow Fashion

It all started in 2007, when Kate Fletcher, Professor of Sustainable Fashion at the London College of Fashion reacted to the effects fast fashion was having on the planet. She coined the term “Slow Fashion”, and started a fashion revolution. In an article published in The Ecologist, she talked about how fast fashion emphasised quality over quantity. In contrast, she said, slow fashion involves “people using traditional craftmanship techniques to create long-lasting clothing”.

She agreed that quality costs more, but said, “We will buy fewer products, but those that are higher in value.”

Professor Fletcher’s points, made almost two decades ago, still resonate today. Slow fashion has become a choice rather than the norm. Those who focus on wearing classic, quality clothing instead of supporting fast fashion brands, encourage using fabrics that have been certified sustainable. Read our extensive guide on Fabric Certifications for more information.

Buy Slow Fashion

This is what you should be considering every time you purchase a fashion garment:

1.        Is it Sustainable?

Throughout its lifecycle, a garment should be produced sustainably. This includes whether it’s made from natural or synthetic fabrics, how it’s dyed and printed on, manufactured using less water and energy, washed and cared for, and then recycled or upcycled.

2.        Is it Fair Trade?

Has the garment been produced in a factory that practices fair trade? Are the garment workers treated fairly, do they have decent, healthy working conditions, and are they paid a decent wage?

3.        Is it A Quality Garment?

The aim is to purchase fewer quality garments that withstand the test of time rather than lots of inexpensive pieces that don’t last.

4.        Are the Manufacturers Transparent?

Brands need to be open about how the garments are made and what the fabrics’ certifications include, whether they are safe for children, and/or organic, etc.

5.        Did the Purchaser Shop Local?

Extra points should be given for supporting small local businesses that use locally made materials and resources. Also, when you buy local, you reduce the carbon emissions required to deliver the garments from afar.

How to Practice Conscious Consumption

Consciously consuming more sustainable fashion items involves having a different approach to buying fashion clothing:

·      You buy less, but you buy better. You only purchase a garment if you know it will last.

·      Before you buy anything, you do your research. You find out as much as you can about the brand, the fabrics it uses to produce garments, and it’s take on sustainability in general.

·      You don’t buy something to wear once. You’re looking at your wardrobe differently; searching for pieces that are versatile, classic and can be worn time and again.

·      You look after your garments. You follow the washing instructions on the label, and never tumble dry when you can air-dry. If something needs fixing, you mend it right away, so you can carry on wearing it long-term.

      Buying second-hand has become second nature. You’re always looking for treasures in second-hand and vintage stores. If you’re unsure about fashion sustainability, why not read our comprehensive guide, The Problem with Fast Fashion. We also compiled an explanatory blog on Why Sustainability in Fashion is so Important, which places sustainability into perspective. And we have a previous blog on Slow Fashion, which also makes fascinating reading.

     Make the Transition to Slow Fashion

Here are a few guidelines to help you understand the importance of shifting your mindset from fast fashion to sustainability:

1.     Love Your Clothes

Fall in love with your wardrobe and take care of your clothing so that garments last. To extend the life of your clothes: always wash with care, sew on missing buttons, or replace broken zips. Remove stains as they happen; don’t leave them. 

2.    It’s Sustainable to Recycle

Second-hand and vintage stores are veritable treasure troves of quality, sustainable slow fashion clothing. You’ll often find pieces still with their price tags still on, because in this era of excess, some of us buy clothing and never get around to wearing it.

Aside from ‘new old clothing’, gently worn garments are cheaper than purchasing quality pieces first-hand. After all, websites like Etsy, eBay and Amazon have made a fortune selling used goods to their customers. So check out what they have to offer.

3.        Buy Local

Support local brands, choose a British manufacturer who specialises in eco-friendly fashion for its customers, a sustainable brand that produces quality clothing.

4.       Always Consider Sustainability

Look at your wardrobe in a different light. Keep your clothes instead of discarding them. These garments should last for years. Only buy pieces you love, brands you will cherish in the years to come, in a size and style that suits you.

Buying second-hand has become second nature. You’re always looking for treasures in second-hand and vintage stores.

Also consider biodegradable fashion. Value your sustainable slow fashion items and the way manufacturers produced these brands. After all, the craftmanship and care taken to produce sustainable and ethical brands should be what matters. 

Sustainable Design & Printing with maake

When you shop with us for fabrics and textile printing, you can also make use of our innovative design tools to help you be more sustainable. These tools will also make your products more cost-effective.

They include:

• A Sample Book of every fabric we offer, featuring swatches of each fabric to give you an idea of what each looks and feels like once we have printed on it.
• A handy Colour Atlas, a one-metre piece of fabric printed showing the 2,400+ colours we use when we print. It clearly displays each colour and its code.

 Design your own fabrics:  Create custom fabrics using your own unique patterns and designs. You can also choose the size of the pattern, and how you wish it to repeat.

Choose from our wide selection of magnificent fabrics