Have we ever bought a shirt just to fit the trends when we actually didn't need it? GUILTY. We reconsidered and decided not to do it again. It takes time and will, but it's possible. Let's stop buying for the sake of buying and start understanding why the textile industry, when it doesn't carry out processes responsibly, can cause a major environmental impact. And yes, it's everyone's problem!

Let's discuss a term we hear a lot but we fail to understand: Fast Fashion. A system of accelerated production where large volumes of clothing are generated in a very short time. This, as a response to trends that rapidly changing every year. Only a few years ago, brands released four collections a year. Today, large companies can produce up to 50 collections and trends in one year. Who can stand this pace?

This system has become "normal" in the last 80 years. We have this need to wear brand new clothes all the time. Brands have the urge of keeping up and increase their production, sacrificing garments’ quality. In other words, quantity over quality.  

Our business and brand values do not share this mindset. It is non-negotiable that our project turns into overproduction, increasing sales excessively without a sustainable process, or encouraging our community to buy for the sake of buying. It is important to understand, as companies and consumers, that so much hustle and bustle leads to nothing more than instant gratification and exhaustion, especially of our planet.

Here are three reasons, among thousands, why Routonomy takes it slow. As you finish this reading, let us know if you want to join us too! 

1. We are filling up with plastic.

If we told you that the fish you had for lunch today most likely had plastic waste in it, would you believe us?

We know, it's almost impossible to believe that there is a relation between clothes and the food we eat, but there is. Synthetic fabrics, such as polyester and nylon, are produced with petroleum and other chemicals. Every time we wash our clothes in the washing machine, microfibers are released from these synthetic fabrics. Microfibers find their way into waterways, then into rivers, lakes and oceans. They are so small that they are easily consumed by fish and other animals that live in or drink from these bodies of water. In addition, our food crops are irrigated with this water.

We may try avoiding thinking about these matters, but, in fact, residues from mass production of clothing made from synthetic fibers end up in our food. The solution comes from our backside: how and how often do we wash our clothes? And if we go one step further, ideally, we should always be aware of what materials our clothes are made of. Start by reading the labels. If we see 100% Hemp or Organic Hemp, we know it won't have any harmful residue that ends up in the oceans.

2. More clothes equals more waste.

Among so much desire to consume, we buy clothes we surely do not need and will use only a few times. We will repeat ourselves as many times as necessary: don't buy for the sake of buying. Clothes are not reused as much as they used to be, and the increasing pace of production has led to tons of excess inventory and fabric waste that ends up in a landfill. Let's be honest, we often become bored of wearing the same garments, and instead of giving them away, we keep them or throw them away to go buy new ones. We do this without considering that we can give them a second life and will surely make someone happy.

Let's donate more, reuse more, recycle more. Time to embrace those vintage pop ups, where we will definitely find a treasure. Let's buy clothes that we REALLY need and we love so much that we wouldn't throw them away. Love them as we love our Viento Collection.

3. Quality that doesn't last.

At Routonomy, we are very careful and transparent about the quality of materials and fibers we use, such as Organic Cotton and our ultra top beloved Hemp. This is a fundamental part of our core values. We know quality, functionality and durability are everything. To achieve this, we take the time to research and work closely with our suppliers. Unlike a fast process where fibers, their environmental footprint and, much less their quality do not matter. 

Fast fashion may seem to work because prices are too low and production is too fast, meeting with large demand.  This is not sustainable. Quality is not good enough, which leads to the need of buying more. Some of the cheaper fabrics shed fibers more easily because the fibers are shorter or not well spun. This causes clothes to last no more than one season, ending up as trash in landfills or oceans.

What if we buy one garment that really lasts and goes with everything instead of many that are not functional? Best of all, after many years and adventures, being able to compost it and feed the crops.

The solution as a brand to a problem that continues to grow is challenging but not impossible. We truly believe that by joining forces it won't be so hard to get there. How? On our side, by offering products following responsible processes and using materials that reduce environmental impact. On your side, thinking twice before buying a garment made of synthetic materials; combining your “essentials” into a style that only makes you feel comfortable; taking proper care of your clothes when washing them. And, please, avoid the dryer at all costs!

So... Will you join us to take it slow?

We love taking it one step at a time.

              Take it slow today, shop small.