The rise of fast fashion and the shift towards sustainability

Around 30 years ago, clothing prices dropped dramatically and fashion cycles accelerated to meet the growing demand for ever-changing trends. This is when the term "fast fashion" emerged, describing the rapid increase in production (often outsourced to lower-cost countries) and the widespread use of lower-quality materials, all without consideration for social or environmental impact.

For more insight into the damaging effects of fast fashion, check out our blog on the real impacts of fashion fashion.

In the last decade, however, a growing number of brands, including Cherry Bobbins, have started to reject fast fashion in favour of a more sustainable approach to clothing production. This shift has led to slower fashion cycles and smaller, more intentional garment runs, crucial steps in reducing the industry's environmental footprint. Despite these positive changes, many brands continue to churn out poorly made, disposable clothing in bulk. While these garments may seem affordable in the short term, their short lifespan means consumers end up spending just as much, or more, to constantly replace them.

Slow fashion explained: How it compares to sustainable fashion

Slow, sustainable and ethical fashion share many core values, but the key distinction with slow fashion is its emphasis on reducing both consumption and production. Slow fashion advocates for not just environmental sustainability, but also social justice within the fashion industry. It’s about choosing higher-quality garments that are designed to last, rather than falling into the trap of trend-driven, disposable clothing.

With slow fashion, clothing becomes a long-term investment in timeless, versatile pieces that won't go out of style, encouraging thoughtful purchasing habits over the pressure to constantly keep up with the latest trends pushed by social media.

What defines slow fashion?

Slow fashion brands are distinguished by several key characteristics:

• High-quality, sustainable, or natural materials used in garment production
• Limited collections released just two or three times a year
• Small batch production to reduce waste and overconsumption
• Often sold in smaller, independent retail shops, not massive department stores
• Many slow fashion pieces are also made-to-order, ensuring a more personalised approach

In recent years, slow fashion has gained significant traction as consumers increasingly demand higher sustainability and ethical standards. Clothing is an essential part of our daily lives, but it’s crucial to be mindful of what we buy and its impact on the environment. We encourage choosing versatile, timeless pieces that can be easily mixed and matched with what you already own and to rethink the idea of clothes as disposable.

Instead of constantly replacing items, consider repairing, upcycling, donating or responsibly disposing of your garments. Small shifts like these can make a big difference in reducing fashion's environmental footprint.