Slow fashion brands need sales to survive, not just moral support and Instagram likes

For the past five years, Fiona McAlpine and Sharna de Lacy proudly fought to change the industry through their social enterprise label, The Fabric Social. Now, after years of slow sales and the gruelling reality of prioritising people and the planet over profits while building a fashion label - they're shutting down. 

Fiona and Sharna are unabashed feminists and have made it their mission to support small communities of makers over the years, reviving the art of clothing made with care. What started as a vision to create minimalist apparel with a transparent supply chain, grew to become something much more; and after five years, The Fabric Social successfully set a new standard in ethical and sustainable manufacturing. 

Through their partnerships with makers in Lakwa, Mizoram and Myanmar, The Fabric Social gave disadvantaged and isolated women an opportunity to use their skills and crafts to create a better life for themselves through fashion. Fiona and Sharna faced their fair share of setbacks through the process; from floods and landslides to entire missed seasons due to lack of funds or technical problems. The business of fashion is tough at the best of times, and Fiona and Sharna have seen it all. 

The Fabric Social operated for five years as a fashion label, creating incredible partnerships and relationships in the process, but social media support and the encouragement from friends and family weren't enough. Despite their deep-rooted desires to simply 'do good', when it comes to fashion, survival is all about the bottom line so this month, The Fabric Social announced the closure of their retail business. 

Slow fashion brands need sales to survive, not just moral support and Instagram likes, and this is what happens when consumers choose to buy $10 shirts over ethical and sustainable staples from people who make the world a better place. 

The last few pieces are still for sale here. Shop them while they last. 

The Fashion Advocate x

The Fashion Advocate The Fabric Social ethical and sustainable womens fashion

The Fashion Advocate The Fabric Social ethical and sustainable womens fashionThe Fashion Advocate The Fabric Social ethical and sustainable womens fashion

The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!


Want to know the top three ways to grow a successful and sustainable fashion brand?


    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.



    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!



    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.