INTERVIEW #102 THE SLOW LABEL

Based in: Berlin and Vienna
Founded in: 2019
Founded by: Anna Laura Amenta
Shop: Online at https://www.theslowlabel.com/ 

Or at physical stores in Vienna, Austria. Address: Währinger Straße 107, 1180 Vienna. Shipping within the EU, Switzerland and UK

Instagram: @theslowlabel

What is The Slow Label and what is the story behind this timeless and beautiful brand?
With The Slow Label, we wanted to find a fashion label that covers the topic of "fair fashion" holistically. This means full transparency, gentle marketing, timeless collections, respect and fairness in the supply chain and an effort to always use the most sustainable and innovative materials. In our opinion, there is still not enough of this in the fashion industry.

Tell us more about the story behind the name.

At The Slow Label, we take the time to consciously think about every product - from the design stage to the choice of materials and production. We stand for high-quality and fairly produced styles that are timeless and that you can enjoy for a long time.

But our name is also about so much more than just slow fashion. We use our social platforms to share information and everyday tips to inspire a slower lifestyle. Because this is much easier together, we also founded a community: The Slow Label Collective. It’s a platform for anyone interested in slow living, sustainability and fair fashion.

What is your opinion on fast fashion?

Sustainability has been important to me for years. However, fast fashion is more about the opposite; quantity before quality. These companies follow trends. However, since trends are also fleeting, new styles inspired by current trends are produced weekly. Savings are made during production in order to be able to offer the lowest possible price. Not only does the quality of the product suffer here, but above all those who produce it. I didn't want that and that's why I decided to create The Slow Label - a fashion brand that is transparent gives a glimpse behind the scenes and communicates openly and honestly - no fast-moving trends, no false promises, no secrets.

Who is the typical The Slow Label person, who is your main target?

Of course, this cannot be generalized, but our main target group is women aged between the early 20s and late 30s. Our target person values good quality; well-made materials and clothes are important to her. She is open-minded, interested in sustainability and getting to know new, fair types of production processes.

What type of feeling do you want The Slow Label customer to feel when wearing your designs?

She should feel good. When it comes to materials, we put a big emphasis on comfort, a pleasant feeling on the skin and the fact that our styles can also be worn in a variety of ways. The best example is our Tencel styles: these are ideal for the summer because the natural cellulose fibre is very breathable and has a cooling effect. But you can wear them just as well in winter with tights because no polyester is added and the pure Tencel does not become statically charged.

What have been and are the major challenges of starting your brand?

Starting The Slow Label during a global pandemic has been incredibly difficult. We've dealt with lost packages, late deliveries, closed factories and a lot of uncertainty in general. There were a lot of moments when I wanted to give up, but I'm so glad that even though it was hard, I trusted my gut and kept going. I am so thankful for our customers who trusted us and believed in us!

What has been the largest gain so far?

I'm proud to have gotten this brand to where it is now with my own money and limited knowledge of the industry. Everything I know now, I learned along the way. It wasn't easy, but I'm proud that today we're stronger than ever.

What would you advise consumers to do who seek to create a sustainable wardrobe and lifestyle?

I think it is very important to be well-informed. Unfortunately, ‘greenwashing’ is still a big problem. Many companies advertise that they are sustainable, but if you take a closer look, it is often more apparent than reality. With companies that transparently disclose which materials are used, where production takes place and what the pricing is like, you can be very sure that things are fair behind the scenes. Consumption is also a very important topic when it comes to sustainability: tons of clothing, some of which is completely new, are thrown away every year. Unfortunately, low prices and sales are increasingly tempting people to buy things that they don't really need and that are often only worn/used a few times before they are thrown away or gathered dust in the closet. The Slow Label doesn't produce too much and we don't come out with a new collection every month - partly because it would be unsustainable and way too expensive, but mainly because it's not our vision. Our collections are classic and timeless. The materials have been thoughtfully curated. The silhouettes and cuts are suitable for everyday use, but our styles can also be worn for special occasions. At the end of the day, you don't need a lot of clothes, you just need a high-quality piece that will last for years, not just one season.

What's up next, do you have anything fun to share?

We’re currently in the process of preparing restocks for some popular, sold-out styles, taking into account our customers’ feedback. But SS23 will also be full of surprises, that’s for sure! New categories, premium materials, collaborations and a refined design. We’re beyond excited and can’t wait to show everyone what we’ve been working on!