Written by Menswear Style in Business on the 19th May 2020

There are many reasons why people choose to invest in high-quality, long-lasting garments, but regardless of this, the fast fashion industry has grown exponentially over recent years. Before the COVID-19 pandemic swept the world, it was easier than ever to buy a £1 bikini from a high street store, or order clothes online that had been crafted using cheap, man-made fibre and exploitative labour. However, many major fast-fashion brands rely on worldwide supply chains and therefore the global pandemic, paired with changing attitudes towards fast-fashion, are likely to spell disaster for the industry. So, what’s the alternative? Sustainable fashion that champions quality over quantity is already seeing a resurgence, and thanks to economic factors, environmental fears, and human rights activism, high-quality heritage brands are likely to define the future of fashion. Let’s take a closer look at where fast fashion made some wrong turns, and why sustainable and high-quality garments such as those of Johnstons of Elgin pictured above are more important than ever.

The effect of COVID-19 

Not only has the COVID-19 outbreak had a major economic impact on fast fashion outlets, but it has resulted in a change in popular opinions surrounding some well-known brands. Many fast fashion retailers chose to keep their outlets open for the majority of march despite clearly fitting into the ‘non-essential’ category. A great number of these brands have also faced criticism surrounding the treatment of their employees who are now facing mass lay-offs. Naturally, the economic fallout that will inevitably follow this crisis will affect all fashion outlets, big and small, cheap and luxury. However, if we refer back to the outcomes of the 2008 financial crash, we have reason to believe that high-quality fashion brands and luxury goods will bounce back more quickly than fast fashion will. According to Vogue Business, “The economic downturn of 2008-2009 shaved 9 per cent off the value of the luxury goods market, although it recovered quickly.” And this recovery will be key during the months and years following the global pandemic we are living through now.

Environmental Impacts  

The fast fashion industry is currently one of the biggest contributors to the climate crisis. Due to global supply chains, inadequate recycling systems, and throw-away culture, the industry makes up a shocking ten per cent of global CO2 emissions. What’s more, these garments that require so much energy to create and ship are likely only worn a few times. In fact, the average item in the UK is only worn 14 times before being discarded, a figure that motivated GLAMOUR magazine to introduce their ’30 wears challenge’ last year. From excessive plastic packaging, to returned items heading straight to landfill, there are countless environmental issues with the world of fast fashion. This leaves us turning to the alternative: quality garments and ethically sourced clothing.  

Why quality is key 

From locally sourced materials to sustainable supply chains, high quality fashion houses are thriving. Brands such as Walker Slater, a traditional heritage fashion house specialising in Harris tweed jackets and waistcoats, are now proving that quality garments will always demand respect and deliver customer satisfaction. Such companies have built up customer loyalty over years and shoppers will stick with them through thick and thin, rather than opting for a high street brand. High quality brands champion the importance of buying clothes for life instead of just singular events, combating throw-away culture and striving to put an end to the mounting piles of clothes ending up in landfill.

“The Covid-19 crisis has highlighted the fact that sustainability is key and must be inherent in everything we do. Working with high-quality, locally sourced fabric, such as wool, allows clothing retailers to continue offering durable pieces during this difficult time, rather than facing the problems of disrupted worldwide supply chains. We offer clothing that our customers want to wear season after season. A true measure of sustainability.” – Paul Walker, Co-Founder of Walker Slater.  

In addition, sustainable companies take each stage of production into account, minimising their environmental impact at every opportunity. When analysing a brand’s sustainability, check that they use locally sourced, sustainable fabrics, such as wool, tweed, and sustainably sourced linen. Wool is especially sustainable, as it is a 100 per cent natural fibre that is also renewable and biodegradable. In addition, wool is a natural insulator and a breathable fabric. Because of this, wool garments are versatile and you can get some good wear out of them no matter the season — forget the concept of a ‘summer wardrobe’ and a ‘winter wardrobe’, instead, opt for high-quality, multi-climate fabrics that you can wear all year round. What’s more, local supply chains are of vital importance when it comes to sustainably. Make sure your new item hasn’t racked up too many air miles before it reaches your wardrobe!

High quality companies are also likely to take more care in making their production lines eco-friendly. Walker Slater, for example, pride themselves in using LED lighting in all locations alongside centralised recycling of paper and packaging, glass and plastics. A number of their main manufacturers also use solar energy to power their factories. They also work to support other sustainable mills and knitwear companies. Choosing quality pieces over hoards of fast fashion items, that will likely fall apart within years of their purchase, will benefit both the environment and your wardrobe. What’s more, it is important to support such ethical businesses in getting back on their feet after the Coronavirus pandemic so that they can continue doing their part for the environment. Investment pieces may be more expensive in the short term, but they will serve you well for years to come proving themselves to be a worthy investment.

We put the spotlight on The effect of COVID-19, Environmental Impacts, and Why quality is key for this blog post which questions What the Future of Fashion Will Look Like.