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Is there a way to counter the frantic rush to disposable consumption? Is there a production and consumption strategy that can combine ethical behaviour with the creation of a quality product?
The Slow Fashion movement wants to give an answer to this question. In its manifesto, the movement is presented as the panacea for the problem of fast, "disposable" fashion, defined by an unceasing turnover of goods that are increasingly cheap and intended not to last.
For some years now, the word "slow" has gradually taken up association with different business areas. The desire to slow down the hectic pace of day-to-day life is more and more of a necessity both for consumers and for the survival of some business sectors that decided to privilege product quality over quantity.
With the spread of smartphones and online shopping apps, an almost instantaneous purchase model has emerged. The majority of online purchases are made for low-quality products that cost few euros and are intended to last for a very short time. Used perhaps on a couple of occasions, these items quickly end up in the rubbish. This behaviour stems from wrong habits, that are inflicting a serious damage to the environment.
By choosing Slow Fashion, people opt to buy fewer items but of a higher quality, confident that they will last longer. In addition to reducing the environmental impact of the fashion industry, this process does not prevent the consumer from dressing fashionably.
The goal behind Slow Fashion is that we rediscover the pleasure of wearing garments. And the great tradition of Italian entrepreneurs is able to breathe new life into this pleasure, thanks to handmade garments and artisan care for each and every detail, passing down their innate passion for their craft, the same passion they have put in their business for generations.
It is a high-quality fashion, with the individual always at its centre, distant from mass production and impulse purchases induced by massive advertising flows; it is a type of fashion where every detail has been carefully crafted and that can only derive from a slow-paced and painstaking work.
The Slow Fashion movement should be aware of its value, "because dressing well is a pleasure that must be savoured, like reading a good book, like tasting a good wine".