The Rise of Slow Fashion in Australia


The Rise of Slow Fashion in Australia

By Alex Morrison owner of Integral Media

Slow fashion. It’s not some craze or fad, but a movement that is changing the way we look at how we dress ourselves for good.

Slow fashion is measured, purposeful, well-thought out and sustainable. Slow is without rush at the expense of ethics, morals or other people’s health or happiness. It is notorious for costing a little more for the consumer, but cost isn’t always as it seems.

While there will always be demand for the ‘quick fix’ of the fashion and textile industry, an increasing number of designers and outlets are embracing the sustainable approach. A shift in mindset is coming, as more of us become aware of the true cost fast fashion hides.

The Price of Slow Fashion

As a consumer, we often first look at the price of a garment and then we weigh up whether it is is ‘worth it’. There is much more to the price tag than we first think. What we often forget is how much time, effort and expense some of these garments have endured to get to you.

Brands who take responsibility for the ethical considerations of their production run often pay much more than the big brands churning out thousands of items per week, and those costs need to be taken into consideration.


With slow fashion, or sustainable and ethical fashion, garments aren’t cut in massive quantities from a cheap fabric then hurriedly stitched together in a place you can’t pronounce. Instead, each garment has been imagined, drawn and realised by a designer in a way that serves a unique purpose - with longevity firmly at the cornerstone of its creation.The fabric has been hand-selected, the pattern painstakingly mastered for the perfect fit, and the expert machinists (who are paid a decent wage for their skill) put together a small manufacturing run at a time. Each finished garment is hand checked for quality control then carefully packed for courier to the brand. Slow fashion is not driven by profit, but a deep passion to giving back to the world we live in and make it better for the next generation.

Innovations are steadily emerging in the industry to make the life of the designer a little easier and the hip pocket of the consumer a little less empty. Recycled polyester, such as in our beautiful range of swimwear, is created by crushing and melting post-consumer plastic waste and weaving it into a new fabric. Once plastic has been created, it is here forever, so these types of innovations that can constantly give it new life are essential to the health of our planet long-term. These fabrics are more expensive than their non recycled counterparts, but with the right demand and pressure from designers and consumers, this will eventually change.

The Price of Fast Fashion

This cheery, cleverly marketed fast fashion hides a multitude of dark secrets and coaxes us into behaviours we ordinarily would not subscribe to.

According to the PCI Fibres annual production forecast, as quoted in our blog article Slowing Down Fast Fashion, Australians consume around 13 kilograms of textiles per year! This has a huge environmental impact. What happens to all that fabric (of which most is essentially plastic) once it is no longer ‘on-trend’ or we grow bored of it? Landfill. Our frivolous spending habits and need for quick-fix fashion is filling our waste disposal sites with rubbish.

We have been so conditioned to believe that clothing should be cheap, and that we somehow need 100 different tops in our wardrobe. We have become so used to thinking that it is ok to buy three for the price of two, even though our draws are overflowing. In the long run, spending a little more on select garments you will wear for years and you feel good about owning is far better for so many reasons.

There are other environmental costs too, for example non-organic materials have been created using mass amounts of fertiliser and pesticides that run straight into the waterways. Liar The Label loves organic cotton for it’s eco-credentials and soft, luxurious finish.

The dying process is another dirty little secret to the fast fashion industry. Garments dyed without environmental considerations wash acid, bleach and other indescribably chemicals into the waterways. Often this is in developing countries, where they simply do not have the infrastructure of funding to put better practices in place or properly deal with safety considerations. You wouldn’t ever voluntarily touch this stuff, yet unknowingly allow others to and then put on our skin every day. This is just the tip of the iceberg, but you get the idea.


The Rise of Slow Fashion in Australia

Slow fashion is gaining popularity here, as we all learn more about these true costs of the fashion world and re-evaluate our spending habits. Brands such as Liar the Label are emerging to create positive waves of change and consumer pressure is gradually encouraging bigger players to adopt more sustainable practices as well. If we simply stop, reassess our priorities when it comes to how we dress ourselves and the values our clothes hold, we will be more mindful about putting the power where our purse is.Slow fashion is gaining traction in Australia, so keep up your good work in supporting brands such ours in changing the future of fashion - and the world we live in.

Author’s Bio


Alex Morrison has been a SEO Expert in Melbourne for over 10 years. In this time he has worked with a range of businesses giving him an in depth understanding of many different industries including home improvement, fashion and health care. As the owner of Integral Media he is now utilising his knowledge and experience with his rapidly increasing client portfolio to help them achieve their business goals.

Liar the LabelComment