Running a slow fashion business isn’t easy. The competition from fast fashion is relentless. You’re up against billion-dollar brands with mass production, endless ads, and cheap prices. Meanwhile, you’re trying to do things ethically, market yourself without a tiny budget (or no budget at all), and convince customers that quality over quantity is worth it.
It is hard. And yet—you’re still here.
You’re fighting for your place in this industry. You’re designing with purpose. You’re building a brand that actually means something.
But if you’re pouring your heart and soul into your business and still not seeing the sales you need to survive, you might be making a few mistakes.
I’ve worked with hundreds of slow fashion founders, and these are the three most common roadblocks that hold sustainable brands back—and exactly how to fix them.
Mistake #1: You’re trying to compete on price.
Why it’s holding you back: You will never beat Temu, Shein, or Zara on price—because their entire business model is built on exploitation, cutting corners, and producing disposable fashion at a mass scale. Trying to match their prices will only burn you out and shrink your margins.
How to fix it: Stop apologising for your prices—own them. Ethical craftsmanship costs more, and that’s a selling point, not a drawback.
Shift your messaging to focus on value, not cost. Tell your audience why your product is worth the investment.
Mistake #2: You’re not telling your brand’s story.
Why it’s holding you back: Fast fashion sells trends. Slow fashion sells stories. Customers don’t just buy sustainable fashion because it’s better for the planet—they buy it because they believe in the brand behind it.
If you’re not sharing your journey, your values, and what makes your brand human, you’re missing the biggest opportunity to build loyalty.
How to fix it: Share behind-the-scenes content, show your workspace or studio, share your design process, and share your daily work. It's about sharing personal stories. Customers want to know why you started your brand—they don't just want to hear about what you sell. Use storytelling in your marketing, everywhere.
Mistake #3: You’re waiting for things to change instead of taking action.
Why it’s holding you back: If you’re waiting for fast fashion to slow down, for customers to magically 'wake up' or for people to find your brand on their own—you’re going to be waiting a long time. The brands that thrive don’t wait for the industry to change. They take action.
How to fix it: Be proactive, not reactive. Test new strategies, show up, and keep adapting. Take messy action. You don’t need a perfect plan to start moving forward. Focus on where you show up. Fast fashion is everywhere, but slow fashion only needs to be in the right places.
If you're on the hampster wheel and you're ready for change, you're reading this post for a reason.
If you're a slow fashion founder who wants to increase your impact, build a profitable brand, and grow without competing on price, I want to show you how.
Join me for this month’s LIVE online workshop, F*ck Fast Fashion: The 7 Secrets of Successful Slow Fashion Brands, where I’ll teach you the proven strategies that help ethical brands stand out and scale ethically.
Because f*ck fast fashion.
Are you with me?
Claire x
