The fast fashion industry is built on disposability. It thrives on pumping out endless trends, underpaying workers, and convincing consumers that more is better. It’s a system designed to churn and burn—to prioritise profit over people, volume over value, and convenience over consciousness.
And if you’re running a slow fashion brand, you feel the weight of it every single day.
You’ve seen fast fashion giants steal designs from independent brands and sell them for a fraction of the price. You’ve had customers question why your ethically made pieces cost more while mass-market brands churn out cheap alternatives. And you’ve struggled to cut through the noise while billion-dollar corporations flood social media with ads, influencers, and discount codes.
I see you. I know how frustrating it is. I watched it all while I was building one of the largest online stores for ethical and sustainable fashion and it drove me wild.
But I also know this: you didn’t start your brand to play by fast fashion’s rules.
You started it because you believe fashion can—and should—be done differently.
And if you’re tired of feeling stuck, tired of fighting an uphill battle, and tired of watching fast fashion dominate while you struggle to get noticed, it’s time to shift your strategy and energy.
Here are three things you can do differently right now to build a slow fashion brand that stands out, makes an impact, and actually makes more sales.
1. Stand for something—and do it loudly.
Fast fashion brands sell trends. Slow fashion brands sell stories.
If your messaging is vague, unclear, or buried deep on your website, you’re missing a huge opportunity. Consumers need to know exactly what you stand for and why your brand matters.
Be bold in your storytelling. Don’t just say your brand is ‘sustainable’—explain what that actually means. If you use deadstock fabrics, tell people how many kilos of textile waste you’ve saved from landfill. If you pay fair wages, show the real people behind your brand and how their lives are impacted.
Make your mission undeniable and impossible to ignore.
2. Design for purpose, not just for profit.
Fast fashion is built on overproduction—churning out cheap clothing that falls apart after a few wears, knowing that customers will come back for more.
Slow fashion is built on intention—creating high-quality, meaningful pieces that people want to keep for years.
But if your customers don’t feel and see the difference, they won’t understand the value.
Make it clear. Show your craftsmanship on social media. Talk about your design choices on your website. Educate your audience on why sustainable fibres matter, why timeless design reduces waste, and why not following trends is actually a strength.
When customers understand that your product isn’t just ‘better’ but worth investing in, they’ll stop comparing your prices to fast fashion—and start choosing quality over quantity.
3. Focus on loyalty, not just visibility.
Fast fashion thrives on impulse buys and short-term trends. Slow fashion thrives on connection and community.
You don’t need millions of followers to run a profitable slow fashion business. You need to get in front of the right people—the ones who believe in your mission, who return to buy from you again and again, and who tell their friends about your brand.
Instead of chasing virality, focus on depth. Build real relationships with your audience. Start conversations in your DMs, respond to every comment, and make your customers feel seen and valued.
When you build loyalty, you don’t just sell more—you create lifelong supporters who will advocate for your brand long after their first purchase.
And you can implement those three strategies right now, today, to see an immediate impact on your slow fashion business. It’s time to stop struggling and start standing out.
If you’re tired of trying to compete with fast fashion on their terms, you need your own terms, you need a new strategy.
If you’re serious about growing a profitable and purpose-driven slow fashion business without sacrificing your values, I’m diving deep into these strategies in my upcoming workshop.
Join me for this month’s LIVE online workshop, F*ck Fast Fashion: The 7 Secrets of Successful Slow Fashion Brands, where you'll learn practical strategies to help you stand out and scale ethically.
Because f*ck fast fashion.
Are you with me?
Claire x
