I started my first sustainable fashion label when I was 18. I launched a fashion PR business at 21. Then came the largest online store for Australian-made fashion, and I spent my twenties building one of the country’s biggest platforms for ethical and sustainable fashion.
Now, I’m 36, and the industry looks very different. Instagram isn’t what it used to be. Customers want more. Algorithms have shifted, attention spans have shrunk, and the market is louder than ever.
But even with all the changes, there are some strategies that never go out of style—and a few values that will always build a strong brand, no matter what the world throws at us.
So, if I had to start all over again in 2025—no followers, no money, no email list, and no fancy tools—just a big passion for slow fashion and a drive to make it work, there are a few things I would do without question.
Because most of us don't start with millions. I didn’t have investor money. I didn’t have a marketing team or a fancy warehouse full of stock. Honestly, I had nothing—in so many ways.
What I did have was a sewing machine, a big goal, and a dream of making fashion a force for good. And I made it work.
So I want you to know—you can absolutely grow something meaningful with no budget. You just need the right focus, the right support, and a few clever strategies.
1. I'd show up online consistently—imperfect, real, and led by my values.
Consistently doesn't mean every day, it just means in a consistent way, regularly, not sporadically. Not with polished photoshoots or expensive ads. Just me, my phone, and my story. I’d post behind the scenes, talk about why I care about sustainability, share my process, my fabrics, my flops, my wins—all of it. Because people don’t fall in love with products, they fall in love with people. And especially in slow fashion, your story is your superpower.
If you’re thinking, 'But I don’t know what to post!', start with what you already know (or use this content calendar as a guide). Share your personal thoughts, feelings, your passions. Why do you care about good fashion? What makes your pieces different? What does your day look like? That kind of content builds connection and trust—and trust is what drives sales in 2025.
Hot tip: done is better than perfect. Your audience wants real, not rehearsed.
2. I'd treat Instagram like a conversation, not a billboard.
Most fashion brands post and ghost—which is totally understandable when you're juggling 47 other things. But if I had $0 to spend, I’d lean all the way into organic marketing, and that means being social on social.
I’d reply to every comment and DM like I’m texting a friend. I’d leave meaningful comments on like-minded brand accounts, sustainable influencers, and conscious shopper posts—not in a spammy way, but in a 'Hey, I see you and I love what you're about' kind of way.
That kind of genuine engagement is free, powerful, and honestly one of the best ways to get discovered without spending a cent. Community-building is marketing now.
Hot tip: people buy from people who make them feel seen. Be that person.
3. I'd surround myself with a like-minded community because going it alone is exhausting.
Building a slow fashion brand in a fast fashion world can feel like a lonely, uphill battle. Your friends might not get why you’re obsessed with deadstock fabric. Your family might ask when you’re going to get a 'real job'. You might start second-guessing your path every time you see a Shein haul go viral.
But the problem isn’t you—it’s isolation. When you’re stuck in your own head, doing all the things solo, it’s easy to feel burnt out, lost, or like you’re not getting anywhere.
If I were starting from scratch, the very first thing I’d do is find my people. People who understand the grind and the mission. People who care about ethics over trends. People who clap when you win and help you work out solutions when you don’t.
That’s why I created the Slow Fashion Lab. It’s not just a course—it’s a community of big-hearted, purpose-driven founders who are serious about growing their brands in a sustainable, strategic, and supportive way. It’s where you’ll get real advice, real accountability, and real momentum—even if you’re starting with $0.
Because you don’t need to do this alone. And honestly? You shouldn’t. If you're starting, running, rebuilding or scaling an ethical, sustainable, handmade, circular or slow fashion brand in 2025 and you want to work smarter, not harder, finding your tribe is one of the best ways to grow.
There’s no magic bullet when it comes to growing a slow fashion business—but there are proven, low-cost-to-no-cost ways to build something beautiful and impactful from the ground up. I’ve done it, and I’ve helped others do it too.
So if you’re sitting there wondering if it’s possible to grow your dream brand in 2025 with no budget, I’m here to tell you: yes, it is.
Start with your story. Be consistent. Be real. Engage with purpose. And don’t do it alone.
Reach out, I'm here to help!
Claire x
