I’ve said this one hundred times before and I’ll happily say it again — because I really need you to hear it. Fashion isn't the problem. Fashion is expression. It’s art. It’s culture. It’s creativity, storytelling, resistance, history, healing.
Fashion has always been a force for good. It’s fast fashion that’s the problem.
Fast fashion is rushed, exploitative, wasteful, and built on a system that values profit over people and the planet.
It’s not 'bad' because it’s cheap. It’s bad because it revolves around a take-make-waste model.
It's harmful to garment workers. It's harmful to the environment. It's harmful to the people who buy it, leaving them feeling like they need more to be enough.
So if you're running a slow fashion brand and feeling the depth of the fashion industry's problems, you need to know: you’re not in the wrong industry just because you work in fashion.
You’re not contributing to the problem just because you sell clothes. You are not 'less sustainable' because you care about style and impact.
You’re part of the solution. Because slow fashion is good.
Slow fashion holds people at its core. It values quality over quantity. It invites us to repair, to rewear, to reimagine what clothing can mean. And it brings joy—real joy—into getting dressed again.
And we need so much more of that. But I know some days it’s hard.
You’re building a brand that goes against the grain. You’re choosing intention over impulse. And you’re doing it in a world that still celebrates speed and scale over substance.
It can feel lonely. It can feel like no one sees what you’re doing behind the scenes. But I see it and I see you.
Because I’ve been in this space for over a decade—and I’ve never been more sure of this one fact...
We don’t need to burn it all down. We just need to build something better.
And that’s exactly what you’re doing—so please don't give up. If you’ve ever felt like you weren’t doing 'enough' or if you’ve compared your business to fast fashion brands with 50 new styles a week and multi-million dollar marketing budgets, please stop right here.
You are doing enough. You are building something beautiful. You are redefining what fashion can be—and we need more of it.
This is your reminder. Fashion isn’t bad. Fast fashion is bad. Slow fashion is good—and we need more of it, we need more of you.
Your work matters. Your impact matters. And it is hard, but you don’t have to do it alone.
I am so deeply passionate about supporting slow fashion founders through the toughness of building a sustainable and purpose driven business which is why I created the Slow Fashion Lab—a space for founders who care about more than just sales. A place to grow your business and your confidence, in alignment with your values.
If you’re doing something good for the world with your fashion business, I want to help you do more of it.
Doors re-open May 1st but they don't close. There's no rush. We're here for the long haul. We're rolling up our sustainable sleeves and we're changing the industry for the better one collection at a time, together. And you are so welcome to join us.
You’ve just found your people. Get lifetime access to the Slow Fashion Lab here.
Claire x
