We’ve been sold the idea that success is a formula. Do X, then Y, and you’ll make 6-figures in six weeks. Post this way. Hack the algorithm. Launch big. Scale fast and whatever you do—don’t slow down.
That kind of pressure is baked into almost every business course, strategy template, and online membership that exists.
Hustle. Scale. Sell. Repeat. But does that actually work for slow fashion?
No, it doesn't. What it does, is lead you towards burnout, being over-busy and counterproductive, and you end up losing the joy in the journey on the constant pursuit for someone else's version of success.
I was there—five years into building one of the largest online stores for ethical and sustainable fashion, sick, tired, overwhelmed, chasing the millions with methods that were made for fast fashion.
But slow fashion isn’t built for urgency. It isn’t built for volume, or trends, or 10x-ing everything overnight.
It’s built on purpose, quality, and values. It’s about doing things differently—more consciously, more ethically, more sustainably.
So why would we try to grow our brands using the same strategies that work for fast fashion? We can't.
We’ve been trying to apply hustle culture to an industry that’s intentionally unhurried—and it just doesn’t fit.
For slow fashion founders, it only leads to burnout and comparison, pressure to discount just to keep up, constant second-guessing and a disconnect from the why that started it all.
And that's because there is no silver bullet. There’s no one-size-fits-all blueprint. No viral hack. No single marketing 'trick' that will skyrocket your sales while you sleep.
But that’s not such a bad thing when you boil it down because what is available—and what actually works for purpose-led, impact-driven founders—is a different kind of support.
One that honours your pace. One that gets your values. One that helps you grow your brand in a way that feels aligned, gentle, and real.
It's the support you'll find inside my Slow Fashion Lab, and it's the opposite of hustle culture. It's the space I needed when I was trying to grow my own slow fashion business with zero budget, no plan, and more purpose than energy.
The Slow Fashion Lab is a space to learn how to grow your audience organically, without ads, although you will learn from a slow fashion ads expert so you're empowered when you're ready for advertising.
It's a space to get real, practical business support tailored to slow fashion and it's the kind of culture that supports 'silly' questions so you can get real, practical answers.
It's a space to connect with a community that shares your values—filled with like-minded slow fashion founders who celebrate your wins, champion your good days, and support you on the hard days.
It's a space to build a brand in a way that’s sustainable for you, not just your customers.
And the best part? It’s a one-time joining fee for lifetime access—because you don’t need more subscriptions draining your cash flow every month. You need more support, access to strategy, access to industry mentors and a cheer squad to keep you going when things are tough.
If you've been waiting for a sign, this is it. If you’ve felt like maybe slow fashion success just isn’t in reach, let me tell you something I wish someone had told me years ago...
You don’t have to scale fast to succeed.
You don’t have to follow someone else’s formula if it doesn't feel right.
You just have to keep showing up, slow and steady, with support that actually sees you.
The Slow Fashion Lab re-opens May 1st and it's here to stay. I'm not promising a silver bullet. I'm offering a real solution for slow fashion founders.
And I’d love to welcome you in. Find all the details you need right here.
Claire x
