Nowadays we live in a society built on movement and rush, everything must be delivered to us quickly without wasting any time. This has definitely affected our shopping ways as well. Thanks to our smartphone and apps, we can buy and receive clothing items with just one click. 

We buy cheap products that last only for a season so we can get the latest must-have items and be on point following the latest season trends. It’s so easy that we don’t pay any attention to the impact we have on the planet and on climate change. The fashion industry is in fact the second most polluting industry in the world. 

The real question now is: Can we change our habits? Yes, of course we can. The solution is Slow Fashion.


Slow Fashion is the main contraposition to fast fashion. It’s a thoughtful way of living and buying that is meant to stop, or at least slow down, the excessive production and mindless consumption that characterize the typical consumerism of our time. 

The term “Slow Fashion” was first coined by author and design activist Kate Fletcher. She defines Slow Fashion “ as quality-based rather than time-based, it encourages slower production, combines sustainability with ethics, and invites consumers to invest in well-made and lasting clothes.”

Slow fashion is meant to make consumers re-evaluate their relationship to clothes, by combining brands’ values with customer’s shopping habits. The movement philosophy is based on working towards an industry that benefits the planet as well as all people. The main goal to achieve is to make Slow Fashion the only kind of fashion. 


With slower production schedules, smaller collections, zero waste designs, and the use of sustainable materials, Slow Fashion brands aim to reduce the textile waste and the consequent pollution. Instead of chasing trends, brands like Aurora (LINK TO ) opt for enduring styles with layering options, timeless items and create classic and versatile pieces. This encourages customers to invest in garments that they can keep for a lifetime and that they can mix and match to create their ideal style.

In addition to caring for the planet through thoughtful design, Slow Fashion brands produce clothing in-house or locally. That allows full control over the supply chain process and labor conditions. There’s no rush to create items. This take on the industry infuses value and purpose into every seam, lining, and fold of every single garment produced.


Choosing Slow Fashion, it’s not only ethical and responsible but it’s a necessary step every consumer has to take. A small change in our routine can lead to a huge change for the condition of the planet and also for a better quality of people’s life in general. 

How can customers join the Slow Fashion movement? That’s fairly easy: 

Start from yourself: Make sure you take under consideration your style, your habits and your lifestyle in general. Be aware of your body, your shape, your style, and also the type of garments you need on a daily basis. Choose clothing that makes you feel good, confident and comfortable. That is the starting point to build an organised and sustainable wardrobe.

Choose quality over quantity : It is true, a higher quality involves a higher expense, but it is way better to buy a good quality t-shirt rather than three cheap ones, which will have all the seams crooked after the first wash. It avoids waste of money and also of products, which normally leads to littering. Also, washing often poor quality clothes can lead to the diffusion of micro plastics in the oceans. 

Avoid impulsive shopping : Often we buy something only because we find it at an affordable price but later we discover that we don’t know how to match it to our pre-existing wardrobe or that we don’t really like how it fits, and we end up never wearing it. To be more sustainable, it’s better to prepare a list of what is missing in your closet or what you need to replace. This way you will shop in a more conscious way, buying only what you really need.

Research and buy from sustainable, locally sourced brands: Once you know what items you need, make sure you research online to find sustainable brands. Check out our e-commerce for some eco-friendly viable options. (LINK TO )If you can try to buy from locally sourced brands to decrease the impact your  shopping has on the planet. 

Take care of your garments : If you want to extend the life of your clothes and accessories, you need to take good care of them. Before washing, read the information on the label and use the appropriate products.


Aurora De Matteis as an emerging designer is taking an active stand to perpetrate the values and philosophy of a Slow and Sustainable Fashion. 

The brand values are focused on sustainability and it’s clearly shown during the entire design process. 

Each garment in every seasonless collection is made in Turin with locally sourced, natural or recycled fabrics, thanks to the research of low impact textiles and materials. 

Each item is made by hand with sartorial techniques inspired by the mix of Urban and traditional heritage (LINK TO )  of real Made in Italy. 

Discover our products made with Econyl, a recycled nylon, and sustainable lycra

Choose Slow Fashion, make the difference!