Slow vs Fast fashion, what are the real differences?

Why turn away from fast fashion for more thoughtful consumption? What does the price of a pair of shoes hide? Try to answer.

why there fast fashion is it regularly featured? Here are some comparisons of fast fashion design and production methods with that of a brand that makes effort of the manager to inform you: Minuit Sur Terre.

The latest IPCC report is alarming, climate care should be on everyone’s lips and yet fast fashion always has a bright future ahead† Last example, the giant of the fast fashion Chinese (who I won’t mention) just raised the nice amount of almost $2 billion to continue its international development.

This fundraiser illustrates one thing in particular: consumers watch their budget† Which is hard to blame given the declining purchasing power…

In reality, it is our entire way of consuming that needs to be overhauled. And Minuit Sur Terre is trying to get involved.

The brand was born out of the consternation of Marie Viard-Klein, the founder, not to find a pair that meets all of his ethical requirements. This is how Minuit Sur Terre was born in 2016. The label offers sandals, ankle boots, sneakers, babies and socks every season. without any animal material and partly composed of recycled materials

Minuit Sur Terre 2022 collection

But what’s really the difference between a pair from Minuit Sur Terre and a brand that offers sneakers for €30?

How does the creation really go on the fast fashion side?

The data is known: the fashion industry is one of the most damaging to the environment, which closely follows that of oil. But how exactly does it work? To answer it, it is the historian and specialist in the fashion ecosystem, Audrey Millet to which I got many answers.

She explains that very often the big brands of fast fashion not have their own stylist or creative team. Items are ordered directly from style agencies, or design factories† And if the company is accused of plagiarism, it defends itself by blaming the style agency.

Paying for a designer and for licensing a design is more expensive than delegating protection for a sketch: the fast fashion go for the cheapest† If you find $5 items, they probably weren’t designed ethically by well-treated stylists.

” In fast fashionless than a month elapses between the design of the garment and its sale in stores »

Marie Viard-Klein

The fast fashion resources the production and distribution of clothing collections in record time. The offer is constantly updated, often up to twice a month, to create consumer desire and make them feel that by continuing to buy, they will be on trend.

In contrast, the so-called brands of slow mode any offer two to four collections per year, one per season, or even use pre-ordering to produce only what is needed to avoid surpluses and waste. This is the case at Minuit Sur Terre.

Slow vs Fast fashion, what are the real differences?

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What are the processes of a more responsible way of creating?

At Minuit Sur Terre, designing a collection takes more thanone year before launch into production.

The label has no trouble revealing its processes and plays the game of transparency: the designer imagines the models and sends the designs to her studios using software. near Porto in Portugal and near Nantes in France† Then comes the choice of materials, then the prototyping, thanks to the model maker, who materializes the design and can conceptualize the patterns of the different parts of the shoe.

If the design team decides to test new materials or propose a new category of products, these deadlines can obviously be significantly longer because it take into account a whole series of tests to check the viability of the project.

For Minuit sur Terre this was the case when using a Vegan leatherette based on apple was considered for items that deserve more resistance, such as belts, sneakers or bags. It took in test resistance, wear and service life…

While for the objects of fast fashionfew quality control tests are performed, even less research and development. And it quickly feels at home if you dare to wash clothes from disposable fashion brands…

Minuit sur Terre has chosen to to maintain its design and manufacture in Europe (Portugal, France). Countries close to France that allow teams not to increase their carbon footprint during their travels to get there or for the delivery of pairs to the French warehouse. This does affect the price, compared to brands of fast fashion

Slow vs Fast fashion, what are the real differences?

Behind a cheap pair of shoes there is bound to be someone who is suffering.

During his video conference on the theme: The price of fast fashion versus that of luxuryAudrey Millet explain that the price has a story† Originally, it was one of the criteria, along with brand and quality, that distinguished low-end items aimed at mass markets from high-end items aimed at more luxurious markets.

But today, difficult to distinguish one €20 item from another €200 item with the naked eye† To lower prices, brands make economies of scale: the more they buy enough to produce astronomical amounts of parts, the more they can get prices for materials, manufacturing costs, etc. in the end to sell each piece for less.

So how did it become so easy to sell at low prices? Well it all starts with reduction of production costs that stimulates production in developing countries where: labor costs less† But this requires more middlemen and longer routing.

This causes industrial pollution, social unrest and damage to human health: invariably leading to: exploitation of the labor force. In addition, companies from fast fashion fight against wage increases in emerging countries, which perpetuate social and economic inequalities, in addition to causing a lot of industrial waste and thus pollution.

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What is the price of a shoe?

At Minuit Sur Terre, shoe prices vary between €110 and €150. The label has chosen Italy for the manufacture of its materials and Portugal for its product design. two countries where Regulations protect workers. They are remunerated at their fair value and work without chemicals may have adverse effects on their health.

Once the first part of the creation is completed, the production comes and it starts cutting the materials with punching machine or laser machine according to the robotization speed of the machine. Then comes the assembly, assembly and some assembly. And finally the finishes that allow the brand to add the details that make it happy, such as laces, buttons and to tweak everything.

“Since we are a small company, the volume of products that are made and marketed is necessarily lower than in fast fashion, but it is also and above all a wish on our part not to run out of collections so often as they do. The aim is to create small collections with small volumes, so as not to encourage overconsumption. †

Marie Viard-Klein

Slow vs Fast fashion, what are the real differences?

How to stop consuming?

Why do we like to expand our wardrobe so much? mainly because of the emotion created during the purchase† A state that we will try to find again and again by consuming more and more.

Far from the clichés of eco-friendly brands with minimalist models, Minuit Sur Terre shoes are colorful, graphic while being designed to last.

Beautiful objects that you will enjoy seeing and putting back, that create a story over time, that is the whole principle of the slow mode : take the time to enjoy longer.


Also read:

Instructions for moving from fast fashion to a more ethical and responsible style

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