Fast fashion – No Thank You !!

“Fast Fashion” seems to be all the rage these days, big brands pride themselves on their ability to quickly react to changing consumer trends and be able to offer clothing at very low costs. So cheap in fact our these clothes that consumers can wear them for just a few months and then throw them away safe in the knowledge that they can totally update their wardrobe with a fresh look for the new season without breaking the bank. BUT what is the human cost of this industrial practice and should more consumers be saying no thank you to fast fashion? Here at Williot we firmly believe that fast fashion is wrong and below we explain why.


On April 24, 2013, the Rana Plaza tragedy killed over 1,100 garment workers in Bangladesh and wounded over 2,200 more. This terrible incident left consumers all over the world questioning who makes the clothes they wear every day and in what kind of conditions? Documentaries like “The True Cost” shone a light on how the fast fashion industry depletes the earth’s resources and leverages slave labour to pass on a "cheap" cost to the end consumer.  More than ever before consumers today have become increasingly conscious about using purchase decisions to make a positive difference for the people involved in the making of clothes and goods. Besides the unethical labour practices and terrible environmental costs of cheap mass production of clothing items, the hard truth is that while fast fashion does offer low prices, the quality is often very very low. Therefore the end consumer is buying into a false economy because the item must continually be replaced hence the total cost is often higher when compared with buying a good quality item to start with.


Williot menswear is very proud to manufacture it’s clothing right here in Europe, the majority of items are made in Spain with some additional pieces made in Portugal and other European countries. We have made a commitment to supporting local industries and believe that quality workmanship using luxury fabrics and world class designs will always offer the consumer better value in the long term than fast fashion.  We hope you agree with us and together we can start to change the perception of fast fashion as an acceptable purchase option and see it for the unethical and damaging practice that it really is.

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