Slow fashion: the conscious philosophy of consumption

Shopping is a daily activity. The average consumer purchases a variety of products through traditional methods, such as in retail stores, but also online. When we buy something, what are the characteristics we look for in a product to ensure it meets our needs? Whether it's food, designer objects (as in the case of CosediCuore ), or clothing, every product must have certain characteristics that lead us to choose it. What if, in addition to these "requirements," consumers also chose the products they need based on their environmental and social impact ? Perhaps a question arises spontaneously: how can a sweater, for example, have an impact on the environment and society? Perhaps it is precisely from this question that the awareness of purchasing products with certain characteristics that have a low environmental and social impact was born. These are the prerequisites for talking about fair trade consumption, awareness of consumption in compliance with moral norms related to the fight against labor exploitation, and the use of recyclable materials. Thus, the philosophy of slow fashion was born.

What is slow fashion?

This English expression has recently entered the Italian vocabulary. It literally translates as " slow fashion ." What does it mean? Slow fashion isn't a new fashion trend, but a new way of understanding fashion . Buying clothing today can help our planet live better. How? It's simpler than you might think. This movement follows in the footsteps of "Slow Food," which was founded in Bra, Italy, in 1986. Slow Food is committed to defending biodiversity and people's rights to food sovereignty, fighting against the standardization of flavors, mass farming, and genetic manipulation. But let's return to slow fashion. This expression originated in 2007, when sustainable design consultant Kate Fletcher used these words to define the type of clothing production and consumption based on the aforementioned Slow Food principles.

The characteristics of slow fashion

When we buy a piece of clothing, we focus on the brand, the aesthetic, the trends dictated by contemporary fashion or by the ever-increasing number of influencers . We are almost compulsive consumers and sometimes even buy items that will never be worn. Sometimes, we buy simply for the "pleasure" of buying. And what about the quality? Where was that piece of clothing we love so much produced? Who produced it and how? By answering these questions, we can list the main points that constitute a sort of charter for this movement and, furthermore, help us become more responsible and aware before purchasing an item of clothing.

The rules of slow fashion

1. Shop based on your actual needs . Buying a lot of clothes isn't always necessary. Let's try to understand what we really need and select our purchases based on our daily habits. This way, we avoid buying clothes that will never be worn and perhaps thrown away during the change of seasons.

2. Choose quality . If we buy poor-quality items, we're forced to buy more in the short term. Buying better-quality clothing means longer use, less waste, and less money. Buying a quality item certainly costs more than buying a poor-quality one, but the higher initial cost prevents unnecessary future expenses.

3. Buy less . Who hasn't bought tons of things even when they don't really need them? They call it " shopping therapy ." Will it really have all these benefits if, when you open your closet, you always exclaim, " I have nothing to wear! "? So buy only what you need and get rid of what you don't use;

4. Conservation . If we take care of our clothes, they will last longer. It's important and beneficial to use products suitable for each type of fabric and, preferably, fair trade products.

How to avoid waste?

When you no longer wear clothes, if they're still in good condition, you might consider reselling them or donating them to charities that help people in need. This way, it's as if the garments have been given a new lease of life. If you really don't know what to do with them, it's important to separate them and throw them in the appropriate bins, those designated for used clothing. Before throwing any item away, we could also try recycling it . How? There are all sorts of tutorials online, and you could learn how to cut, sew, apply appliques, and perhaps even make a vintage bag from a pair of ripped jeans.

Towards critical consumption

We talked about critical consumption at the beginning . What does it mean? Critical, or conscious, consumption refers to the practice of organizing one's purchasing and consumption habits in such a way as to favor products that possess certain quality requirements different from those commonly recognized by the average consumer. The critical consumer will therefore recognize the essential components of a product's quality and certain characteristics of its production methods, such as the environmental sustainability of the production process, the ethical treatment of workers , and the characteristics of any political lobbying activity by the manufacturing company. Consuming critically means, first and foremost, asking ourselves whether and to what extent we can reduce our consumption without depriving ourselves of all the goods, both tangible and intangible, that we need. Critical consumption is an increasingly widespread practice among consumers who choose products to purchase based on their quality/price ratio, but above all based on their history and the behavior of the companies that produce and distribute them. Let's learn to consume consciously . This brings benefits to ourselves and to the environment around us.

Filomena Oronzo

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