SLOW FASHION | SUSTAINABILITY

IT´S EASY TO GET LOST IN WAVES OF TERMS LIKE SUSTAINABLE, ECO, SLOW, GREEN, ETHICAL, RESPONSIBLE FASHION. WE WOULD LIKE TO BE OPEN ABOUT OUR APPROACH TO FASHION AND TO CLEARLY STATE OUR VIEWS AND MOTIVES. METTE FREJVALD IS A SLOW FASHION BRAND THAT COMBINES AESTETIC DESIGN WITH AN ETHICAL AND SUSTAINABLE MINDSET. THE TERMS SLOW, ETHICAL AND SUSTAINABLE GOES HAND IN HAND TO US BUT IN THE NAME OF CLARITY, WE WILL TRY TO EXPLAIN EACH OF THEM INDIVIDUALLY.

IN DANISH PLEASE READ HERE

YOU CAN ALSO READ AN INTERVIEW ON ENIITO.COM WHERE METTE FREJVALD TALKS ABOUT THE IMPORTANCE OF SUSTAINABILITY AND SLOW FASHION. READ IT HERE

SLOW FASHION:

SLOW FASHION HAS EMERGED AS A REACTION TO FAST FASHION. SLOW FASHION FOCUS ON QUALITY ITEMS WITH A LONG LIFECYCLE, LOCAL PRODUCTION AND A SHORT AND MORE TRANSPARENT JOURNEY FROM PRODUCTION TO CONSUMER. FAST FASHION IS SYNONYMOUS WITH COMPANIES WITH A HUGE AND RESPONSIVE PRODUCTION FACILITY THUS ALLOWING JUST A FEW WEEKS PRODUCTION TIME FOR NEW STYLES TO HIT STORES. THIS APPROACH TO PRODUCTION CAUSES A LOT OF WASTE BECAUSE LARGE QUANTITIES OF CLOTHES ARE DISCARDED DUE TO THE INCESSANT ARRIVAL OF NEW ITEMS.

SLOW FASHION IS NOT A SEASONAL TREND THAT COMES AND GOES, BUT A SUSTAINABLE FASHION MOVEMENT GAINING MOMENTUM. SLOW FASHION ATTEMPS TO SLOW THE RATE OF CHANGE DOWN TO A MORE SUSTAINABLE PACE.

SLOW FASHION AT METTE FREJVALD MEANS QUALITY OVER QUANTITY.

SLOW FASHION MEANS TO GO BEYOND THE FASHION INDUSTRY´S SEASONAL DICTATE. OUR MISSION IS TO CREATE LONG LASTING QUALITY DESIGNS THERE ARE FOREVER RELEVANT. ITEMS TO BE WORN FOR YEARS TO COME.

SLOW FASHION IS THINKING COLLECTION, PRODUCTION AND SALE ON A NEW LEVEL. WE ARE WORKING WITH SMALL COLLECTIONS, BOTH IN THE NUMBER OF STYLES AND HOW MANY STYLES WE PRODUCE. WE ONLY PRODUCE "MADE TO ORDER" AND WE PRODUCE IN DENMARK.

SLOW FASHION IS INSISTING ON AMPLE TIME EXPERIMENTING DURING THE PRODUCTION PERIOD AND THE POSSIBILITY TO WORK IN DEPTH WITH SHAPE AND DETAILS.

SLOW FASHION IS ABOUT BUYING FEWER ITEMS AND USING WHAT YOU GOT FOR A LONGER PERIOD OF TIME.  LESS IS MORE.

SUSTAINABILITY: 

SUSTAINABILITY AT METTE FREJVALD MEANS AIMING AFTER A SMALLER WARDROBE WITH QUALITY ITEMS AND NOT EXCESSIVE USE.

SUSTANABILITY IS ONLY TO PRODUCE CLOTHES TO ORDER -  AND TO MAINTAIN A VERY MINIMAL STOCK. TO HAVE A POSTION TO EXCESSIVE USE AND WHAT ENCAPSULATES THE CHARACTERISTICS OF A RESPONSIBLE AND DECENT HUMAN BEING.

SUSTAINABILITY IS GARMENTS MEANT TO LAST FOR A LONG TIME. DUE TO THE QUALITY OF THE CLOTHES IT LASTS LONGER THUS SAVING RESSOURCES. PROPER WASH AND CARE IS ESSENTIAL TO TAKING GOOD CARE OF YOUR CLOTHES MAKING IT LAST FOR A LONG TIME. PLEASE REFER TO OUR WASH AND CARE INSTRUCTION HERE FOR GOOD ADVICE.

SUSTAINABILITY IS ABOUT MINIMIZING TRANSPORTATION. TRANSPORTATION HAS A BIG ENVIRONMENTAL IMPACT WITHIN THE FASHION INDUSTRY. PRODUCTION OFTEN TAKES PLACE ACROSS SEVERAL COUNTRIES BEFORE A FINAL RESULT IS PRESENTED. THIS CAUSES A LOT OF ENERGY CONSUMPTION AND POLLUTION. BY PRODUCING LOCALLY, AS WE DO, YOU CAN MINIMIZE TRANSPORTATION AND PACKAGING THUS LOWERING THE ENVIRONMENTAL IMPACT OF DOING BUSINESS.

SUSTAINABILITY ALSO MEANS RESPONSIBILITY WHEN CHOOSING FABRICS. THIS IS A DIFFICULT SECTION BECAUSE IT IS HARD TO FIND REAL SUSTAINABLE FABRICS. PEOPLE LIKE TO TELL YOU THEIR FABRICS ARE SUSTAINABLE, BUT IN MANY CASES THEY ARE NOT. A LOT STILL HAS TO BE DONE IN THIS AREA AND WE ARE TRYING OUR BEST TO CHOOSE THE RIGHT MATERIALS. WE ALSO USE WASTE FABRICS IN OUR COLLECTION. THIS ALLOWS US NOT TO COMPROMISE. AT METTE FREJVALD CREATIVITY CANNOT BE COMPROMISED. AESTHETIC AND WELL DESIGNED ITEMS COMES FIRST. WE WILL NOT COMPROMISE ON DESIGN, FIT, QUALITY AND DETAILS. 

SUSTAINABILITY IS NOT ABOUT SACRIFICING AND COMPROMISING, BUT ABOUT CHANGING AND ADJUSTING HABITS.

SUSTAINABILITY IS TRYING YOUR BEST AT ALL PROCESSES TO BE AS SUSTAINABLE AS POSSIBLE. WE ARE NOT PERFECT IN THIS AREA. BUT IT IS ABOUT DOING YOUR BEST AND TAKING RESPONSIBILITY.

ETHICAL FASHION:

ETHICAL FASHION IS TO US ABOUT FIGHTING FOR RIGHTEOUS WORKING CONDITIONS AND NOT JUST ABOUT SOLUTIONS FOR THE BENEFIT OF THE ENVIRONMENT. THIS IS WHY WE CALL OURSELVES AN ETHICAL BRAND. 

ETHICAL FASHION IS LOCAL PRODUCTION. PRODUCTION IN DENMARK ENSURES PROPER WORKING CONDITIONS, A GREAT DEAL OF "KNOW-HOW", A MINIMUM OF TRANSPORTATION NEEDED AND THE ABILITY TO BE "HANDS ON" DURING THE PRODUCTION PROCES. SOME BRANDS FOCUS ON ORGANIC TEXTILES, OTHER ON CHARITY. WE KEEP THE ETHICAL PART CLOSEST TO HEART. WE THEREFORE ONLY USE DANISH SEAMSTRESSES WITH PROPER WORKING CONDITIONS OG PAY.

ETHICAL FASHION IS ABOUT PASSION. SOME TIMES IT IS JUST NOT ABOUT FAST AND CHEAP. CLOTHES MANUFACTURED IN HUGE FACTORIES, FOR EXAMPLE IN INDIA, WITHOUT ANY PASSION FOR CRAFTSMANSHIP ARE NOT WHAT WE CONSIDER DELICIOUS QUALITY CLOTHING. WE WOULD RATHER MAKE FEWER STYLES AND A SMALLER PRODUCTION LINE THUS GIVING US THE POSSIBILITY TO MAKE BETTER CLOTHES WHICH WE ARE HAPPY AND COMFORTABLE WITH SENDING TO OUR CUSTOMERS. AND LAST BUT NOT LEAST, CLOTHES WE CAN VOUCH FOR.