Goodbye Fast Fashion...


If you’ve been shopping with Vivendi Apparel for more than five minutes you’ll realise we’re a little different to some brands. Aside from our technical fabrics and our original focus on injury rehabilitation, we also happen to be incredibly far removed from the label that is, ‘fast fashion’.

Fast fashion is something that shot into our lives since the early 2000’s thanks to the likes of Primark, Topshop, New Look and more. In more recent years, it’s been online retailers, much like ourselves, who have shifted into the limelight and become household names like MissGuided, Boohoo and of course In The Style.

While cheap clothing and quick turnaround times were a huge bonus for the vast majority of consumers, recent events have seen the ethics of fast fashion being called into practice. This is especially so since COVID-19 swept the globe in March. The recent call for transparency surrounding the corporate practices of some fast fashion houses led to many ‘greenwashing’ in order to appear more ethical than they actually are. 

Greenwashing 

noun 

  1. the action or overstatement of a product's ethical and environmental benefits. "his greenwashing hid the environmental damage of their latest line”

adjective

  1. Greenwashing a fashion line. “many truths are hidden through greenwashing”

Despite sustainability being a very real problem in almost every sector of the world, there are a number of retailers who are grossly overstating their efforts, which has understandably led to a great many now choosing to avoid fast fashion houses. An inability to help our environment however, isn’t the only reason so many people around the world are choosing to avoid ‘fast fashion’ where possible, it’s also down to the poorly-paid and often over-worked workers which have recently been highlighted right here in the UK. Add to this even more excessive environmental destruction within the factories themselves as they burn through excess clothing or even send huge amounts of unworn garments to landfill and it’s no wonder the fashion industry is on the peak of a very big change.

Goodbye Seasons?

As well as bidding farewell to huge carbon footprints, the fashion industry looks set to change dramatically in it’s usual seasonal output. With people now looking for more long-term options, seasonal styles look set to change as colours and styles remain ‘in-fashion’ in order to encourage consumers to wear their clothing all year round, as opposed to disposing of and refreshing their wardrobe seasonally - as a great many do.

This means instead of changing your look continually throughout the year, fashion houses may well begin focusing on how to dress their staple pieces through the seasons, offering different looks with each. It could also see seasonal lines becoming much smaller, offering far more longevity. While this may see prices increase somewhat, to cater for better material, better pay for workers and a better quality product and company all round, this price increase will no doubt be balanced out by the fact that consumers will be reducing their purchases hugely as lines shrink and clothing is worn for longer.

Vivendi Apparel Has Always Been About Sustainability

Here at Vivendi Apparel, we’re often asked why it takes so long between lines to see new items and even basic restocks. The reason being, because we don’t wish to contribute to our planet’s downfall. The fashion industry accounts for almost 8% of the world’s greenhouse gases and by doing our best to provide long-term products, reusable clothing that lasts, we can do our bit to reduce our own carbon footprint as well as that of the industry as a whole.

Our signature collection of compression leggings is what we’ve become known for. It provides medical benefits thanks to the incredible technical material while also offering assistance for those who choose to ride in them, in the form of a silicone grip knee.

More importantly, it can be worn from season to season. We’ve kept our signature line understated and timeless for a reason. It means no matter what new additions may be added to our line in the future, you’ll still be able to pair them with our original leggings and original base layers as well as any other branded clothing out there, allowing you to continue wearing our garments for years to come. 

What’s more, our pieces have been designed specifically to offer incredible versatility. They not only cater to horse riding but they’re also great in the gym, walking the dog, hiking up mountains and even ice skating. They’re designed to provide you with the support, comfort and style you need for everyday wear whatever the weather, whatever the activity.

Due to the quality of our products and of course, our insistence on using high quality manufacturers that ensure good working conditions for their staff, we aren’t able to turn around products in just a few days. While other ‘fast fashion’ companies may be able to offer new products and restocks in just a matter of days, ours can take weeks at a time. This isn’t something that we’re looking to change any time soon however as we’re only too conscious that we want to ensure our manufacturers creating our products are treating their workers fairly, as opposed to working their fingers to the bone.  

Put simply, it’s a matter of ethics and what we believe as a brand. Here at Vivendi Apparel, we don’t focus on seasonal restocks or changing product lines throughout the year. We believe in our products and we believe in our brand. Fast Fashion is without a doubt out, as consumers open their eyes and see it for it is; and what’s left is sustainable, ethical fashion for everyone. 

It’s time for fast fashion to evolve, not only for our planet but for the wide eyed consumer who now wants to ensure they’re purchases are helping our environment, not hindering it and there’s never been a better time to do it. If you’d like to shop our current collection, you can find it all right here.

Until then…we hope you’re all staying safe! Catch it, kill it, bin it guys!


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