Summer is in full swing, and that means: sales everywhere. Flashy discounts, tempting red stickers, and “final reductions” left and right. But how does that align with the principles of slow fashion? And why is it actually a good idea to shop during the sale at a sustainable fashion brand?
Sale ≠ Fast Fashion (always)
When we hear "sale," we often think of impulse buys, overconsumption, and clothes that fall apart after one wash. Not surprising, since many fast fashion brands use sales to get rid of massive overproduction. But that’s not how it works in the world of slow fashion.
Sustainable brands produce in smaller quantities, with care and intention. The pieces are made to last — in both quality and style. And yes, even slow fashion brands hold sales from time to time. But for different reasons.
Why shopping a slow fashion sale is a conscious choice
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Making room for new collections
Sustainable brands also have limited space — both in storage and in budget. A sale helps free up room for new pieces, without letting anything go to waste. -
Improving accessibility
Ethical fashion is priced fairly, which can make it less accessible. A seasonal sale gives people with a smaller budget the chance to make conscious choices too. -
Nothing goes to waste
Instead of destroying unsold pieces or offloading them to outlets, many slow fashion labels prefer to offer leftover items at a discount. That way, nothing ends up unused.
Tips for conscious shopping during the summer sale
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Shop with a plan. Think ahead: what do you actually need? A good pair of jeans or a timeless blouse? Look with intention.
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Check the materials. Opt for natural or recycled fabrics where possible.
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Invest in quality. An item that lasts for years is always a better deal, even if the discount is smaller.
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Support brands doing it right. Your money is your voice. By shopping sustainable brands, even on sale, you're supporting a more ethical fashion system.
In short: Sale doesn't have to be “bad”
Summer sale isn’t automatically the enemy of slow fashion. In fact, it can be a great opportunity to invest in pieces that truly hold value. By choosing sustainable brands — even when they’re discounted — you help move the fashion industry in a better direction.
