Now that the Fashion Revolution is approaching and we have launched a few new items, the timing is perfect to speak about slow fashion and why we think it’s our “magic tool” what it comes to perfectly fitting, timeless and sustainable clothing.
The past decades, we have been consuming more clothing and cheaper clothing than ever. Clothes are designed to fall apart and to be out of trend after a few weeks. Do you remember the traditional Spring/Summer and Autumn/Winter Collections? Today there are 52 micro-seasons instead. It is not hard to guess where the current problems of the textile and clothing industry are lurking.
Fast Fashion brands have skillfully taught us - as consumers - to focus only on the price. We are waiting for discounts because we are trained to be less conscious of the meanings of cheap pricing. Why bother to pay the full price of an item that will be on sale next week anyway? Yet, the discounts are rarely money saving deals anymore the pricing culture has just changed.
Of course, we understand; buying new and cheap clothing can be tempting! A new t-shirt costs sometimes just as much as our takeaway coffee. It sounds like a perfect deal, but just as fast food, it leaves a bad taste in the mouth. The material happiness fades as fast as we cut the hang tag off.
Could it be different though? Is it possible to create items that make us feel good every time we put them on? We believe it’s possible to think different and refine our thoughts on the fashion industry.
We stand for slow life because taking it slow means more quality. We expect quality from our items, and we want to create real connections and quality partnerships with our manufacturing partners too. This way, we don't only give time for us as entrepreneurs, but we ensure our partners don’t have unrealistic manufacturing goals.
When we create items by the principles of slow fashion new pieces are not tied into strict schedules. The most important aspect is that the item is ready to be launched. We give time for every part of the design process so that thoughtful creative work can happen. It might sound simple, but that’s really where the magic happens. This is how we create timeless items that make us feel good.
A perfectly fitting item takes time and concentration - no smartphones or other distractions are welcome. Whenever we create new items, we sort of go back to the fundamental aspects of being a human being. What kind of item can truly improve the quality of life (and training)? We want Népra items to help us to focus on the essence: enjoying our lives fully.
We would like to hear from you. What was the biggest learning for you in this article?
Ama & Essi
Photos byJulius Töyrylä