It is extremely easy to slap a logo on a t-shirt or hoodie, call it a design, and sell it. Even worse, it it is extremely easy to start drop-shipping businesses online. If you’re just starting your slow fashion streetwear journey, and you wanna support local businesses - how can you do that when there are so many local brands that look like slow fashion retailers, but sell mass-produced goods?
Here are some tell-tale signs to help you identify who’s who.
AMERICAN TERMS
When starting an online store (especially on Shopify), the website templates often use the word “catalog” - which is an American term. Seeing this word on a website tells us that they didn’t deviate from the website template, and if there is no other explanation of the items, no “t-shirt” or “pants” etc., that’s a first indicator. Most slow fashion retailers want to explain as much about the item as possible, and will go out of their way to show the quality of the item.
FLASHY WEBSITE ELEMENTS
Going on a website and seeing so many clickable links, moving images, bright and colourful elements, and millions of photoshopped lookbooks is another sign.
While these elements make the experience fun, they are not designed to help you make informed decisions about the clothes you’re purchasing. They’re designed to grab your attention and make you stay on the website for longer than a minute. Staying longer than a minute, in retail world, is counted as a success because it means you’re more likely to buy something.
In reality, it can feel a little bit like you’ve been co-erced to buy an item because of the marketing tactics. Slow Fashion retailers let the items speak for themselves, and understand that your choice to leave the website and come back is all a part of the buying process - especially if you’re going to invest a decent amount of money.
CHECK TRUSTED ONLINE PUBLICATIONS
Seeing a brand featured in certain publications can help add a level of validity to the brand. In our little circle, we have mags like Newmarket Magazine, Fashion Quarterly and Vogue New Zealand. Something to remember, is that it is possible to pay publications to be featured in articles and ads. Finding publications that pride themselves on honest reviews can help point you in the right direction. Some of our favourites are:
- Hypebeast
- Sneaker Freaker
- High Snobiety (who also have a great YouTube Channel)
- Hartcopy
LOOK FOR STOCKISTS
Retail Stockists are a great indicator of the quality of a brand - for example, Boiler Room aren’t going to be stocked at the Warehouse. A lot of boutiques in Auckland will only deal with a brand that is reputable in business and in product quality. So, if you’re not sure about a brand, look at your local boutique retailer to see if they stock it.
A few of our favourite stockists outside of Auckland are Area 51, Infinite Definite, and Laced in Australia. Otherwise, hit up our DM’s, we’re always keen to point you in the right direction if we can’t do it ourselves.
PRICING
Pricing is a tricky one - while more expensive doesn’t necessarily mean more shit, prices can give you an idea of the quality of the item. For example, we won’t stock any $40 t-shirts (unless they’re on sale), because we want to stock products that are maximum quality in every part of the process. They might cost a bit more, but they will last longer, they’re ethically sourced, and they’re more timeless, so you can wear them for years.
Unfortunately, you just won’t be able to do that for $40.