The Slow Fashion Award 2010 is awarded for the third time. We spoke with participating designers about their view on sustainable fashion. Choosing the organic eggs off the shelf, eating locally grown apples, drinking fair trade coffee, going without strawberries in December—by now, these are things we take for granted. Is it due to our awareness of climate change? Perhaps. Or maybe we are looking to shift gears – to slow down and live more sustainably. For years now, the word “sustainability” has come up time and time again as a catchphrase of the moment.

The fashion industry seems to have dodged this demand for sustainability for quite some time now – just look at the annual craze to follow the latest trends from fall/winter or summer collections—not to mention all those cheap t-shirts made in Asia. However, the Viennese Slow Fashion agency proves that this does not have to be the case, that one does not have to just jump on the bandwagon. Their concept is based on sustainability within the fashion industry and design. High quality, small lines, regional productions, and fair labor conditions—as opposed to children sewing in Bangladesh—make Slow Fashion “the organic egg” of the fashion industry. The movement is based on a socially conscious approach to fashion: “We must re-develop a sense of quality, take into consideration what kind of clothes we buy, by whom and under what conditions they are manufactured,” says Lisa Niedermayr, who runs the Slow Fashion agency together with Barbara Denk. A change in thinking is required, by the consumer as well.

A portrait by CastYourArt. | castyourart.com

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