Customers sometimes ask us whether we are a fast fashion or slow fashion brand. In fact, we deal with this question in many areas. A behind-the-scenes look at a growing company in the field of fashion and sustainability.
Customers sometimes ask us whether we are a fast fashion or slow fashion brand. In fact, we deal with this question in many areas. A behind-the-scenes look at a growing company in the field of fashion and sustainability.
Our customers are entitled to ask us anything and we are happy to answer. After all, the shopper should fill the shopping basket with a clear conscience. On the subject of fast versus slow fashion and where we see ourselves, we would like to go a little next further. This is to show you what we think about and why we see ourselves more in the area of slow fashion.
But what is fast fashion and what is slow fashion?
Basically, there is no one definition for the two ways of producing, selling and consuming fashion. At NIKIN fast fashion means the very fast production of goods that are not designed to last long or to survive a "trend". The digitalisation of recent years and the globalisation of production chains have enabled the fashion industry as well as consumers to produce and buy more and more clothes faster and faster. It goes without saying that this is a burden on nature and the environment.
Conscious shopping with fair branding
This is countered by the Slow Fashion movement. The concept of this movement is to wear clothes longer, to bring out new collections less quickly, and to create timeless clothes that last a long time. Materials and production processes should also be chosen and organised more consciously. Slow fashion also includes making clothes oneself, repairing them or shopping second-hand. Another important point is the focus on people themselves: how they shop and what awareness they develop for their own behaviour. This also includes knowing what attitudes your favourite labels have. Which brings us back to the topic: is NIKIN "Fast" or "Slow"?
What our employees say
We would like our employees to answer this question. After all, they are the ones who incorporate our values such as environmental awareness and closeness to nature on the various fronts. "We are definitely not a fast fashion brand, we place too much emphasis on sustainability," Patrick, Head of Buying, is convinced. Priscila, who designs the product range of NIKIN , adds: "We have a very conscious product development and focus on basics. We also attach great importance to the quality of the products. Therefore, in my opinion, NIKIN stands for slow fashion." Luca, Marketing Team Leader, continues: "We are a growing company and therefore have new releases all the time - this certainly doesn't make us completely perfect." However, consumers at NIKIN can be sure that the clothes are made in Europe under fair conditions, are made of sustainable materials and "we invest a lot of resources in our external communication for the sake of the environment."
How to make slow fashion work in your everyday life
In fact, it is not only the fashion brands themselves that are responsible. You can also help and make a big difference with just a little! Besides consciously choosing where and from whom you buy your clothes, you can do these things:
- Ask yourself: how important are trends to me? Start looking for timeless designs
- Cherish the clothes you have: take care of them and look after them properly
- Do you really need the item: buy only what you will actually use and think carefully about how long you will wear the garment
- Repair, recycle, donate, exchange and sell old clothes. Make sure your clothes can be reused in other ways
You have questions for us and would like to know more? Or do you have more ideas on how to implement slow fashion in everyday life or at NIKIN ? Then write it down in the comments below.
