Why What You Wear Matters
The clothes you wear tell a story—not just about your personal style, but about your values, the planet, and the people behind the seams. In today’s world of endless trends and next-day delivery, the fashion industry has been split into two very different paths: fast fashion and slow fashion.
Understanding the difference isn’t just for fashion insiders. It’s for anyone who wants to shop smarter, dress better, and live more consciously. In this guide, we’ll break it all down and show you why choosing slow fashion is a powerful act of sustainability.
What Is Fast Fashion? (And Why Is It Everywhere?)
Fast fashion refers to mass-produced, low-cost clothing made to follow fast-changing trends. It’s built for speed: get it designed, produced, and on the shelf as quickly as possible, regardless of the long-term consequences.
Core features of fast fashion:
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Produced in massive quantities, often with low-quality materials
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Designed to follow micro-trends with a short shelf life
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Extremely cheap and accessible
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Often made under questionable labor conditions
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Encourages impulse buying and rapid disposal
Fast fashion thrives on overconsumption. Shoppers are pushed to buy more, more often—fuelled by flash sales, social media trends, and the fear of “missing out.”
Example brands: Think of clothing stores that release hundreds of new styles every week, or where a t-shirt costs less than a coffee.
But behind those low prices lies a high cost.
The Hidden Costs of Fast Fashion
You might save money at the checkout, but fast fashion is costing the planet and its people.
🌍 Environmental Impact
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The fashion industry produces over 92 million tons of textile waste every year
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Fast fashion uses huge amounts of water and energy, and often relies on polluting synthetic fibers like polyester
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Many garments are worn only a handful of times before being thrown away
Ethical Issues
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Many fast fashion garments are produced in sweatshops or factories with poor working conditions
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Low wages, unsafe environments, and long hours are disturbingly common
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Supply chains are often opaque, making it hard to trace how or where your clothes were made
Fast fashion isn’t just an aesthetic choice—it’s part of a larger system that treats clothing as disposable and people as invisible.
What Is Slow Fashion? A Movement, Not a Trend
Slow fashion is the antidote to fast fashion. It’s a movement built around intentionality, sustainability, and respect—for materials, for craftsmanship, and for the consumer.
Core values of slow fashion:
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Quality over quantity: Garments are made to last, not to be tossed after a season
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Sustainable materials: Natural fibers like cotton, linen, or hemp are common
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Transparent production: Brands often work in small batches and with ethical suppliers
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Timeless design: Instead of chasing trends, slow fashion celebrates versatility and enduring style
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Fair wages and local production: Artisans and workers are paid and treated fairly
Slow fashion aligns with conscious consumerism—buying less, but buying better.
✨ At Relax Baby Be Cool, our pieces are designed with care using sustainable fabrics and sewn in small batches in Estonia. It’s not just fashion—it’s philosophy.
How to Make the Shift Toward Slow Fashion
Making the move toward slow fashion doesn’t mean tossing out your wardrobe or spending a fortune. It means becoming more mindful of your fashion habits.
Buy Less, But Better
Choose versatile pieces made from quality fabrics like organic cotton. One well-made dress you wear for years is worth more than five that fall apart after one wash.
Read the Labels
Look for materials you recognize and brands that are transparent about their production practices.
Support Independent Brands
Big chains often hide behind marketing. Independent brands are open about their values, sourcing, and production.
Take Care of What You Own
Learn how to wash, store, and repair your clothing properly. Natural fabrics need gentle handling, but they’ll reward you with longevity and softness over time.
We’re not here to chase trends—we’re here to create timeless clothing that fits beautifully, feels natural, and supports a better way of living.
All our pieces are:
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Made in small batches right here in Estonia
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Designed to be effortless and enduring
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Inspired by Scandinavian simplicity and European independence
We believe that fashion should make you feel good—not just when you wear it, but when you think about where it came from.