We should be decelerating fashion, not adding to the collective insanity

My favorite textile brands are quality. Slowear's Incotex. Patagonia. 

I understand the appeal of high fashion and of following trends. But fast fashion (Zara, H&M) has always seemed highly inauthentic and wasteful to me. 

As we are rethinking textiles from a digitally-native vertically-integrated brand perspective, I do think we should heed Queen V:

"Buy less. Choose well. Make it last. Quality, not quantity. Everybody’s buying far too many clothes." —Vivienne Westwood 

I think simplifying wardrobes makes sense. Rediscovering utility. Making clothes reusable, repairable, recyclable. Reducing waste water and dyes (check out SpinDye). 

In my mind there's an interesting brand to be built here that takes back its old clothes to repair them, recycle them, or pass them on. And then credits the sent-in items towards new purchases. There's a Tribe to be built there, potentially a subscription business. Lot2046 is still too much Shenzen and not enough Ventura, CA.

Go check out The Real Cost of That Dress that looks at these issues in more detail. And if you're building a more sustainable textile brand, hit me up at max@sunstone.eu. Fashion isn't our favourite vertical, but clothes with a purpose could be.