This Toronto Apparel Brand Counters the Fast Fashion Movement
Katherine Pendrill — April 12, 2015 — Social Good
References: muttonheadstore & montecristomagazine
Toronto apparel brand Muttonhead has been steadily making a name for itself as one of Canada’s top ethical and sustainable fashion retailers. Muttonhead specializes in “slow design” as a counter-movement to the rise of fad-focused, disposable “fast fashion." Rather than outsourcing its business, Muttonhead achieves a more ethical form of production by manufacturing all of their clothing in Toronto, while enforcing quality control and fair trade practices. The company even develops several of its own types of fabric, all of which are milled in Toronto as well.
Another unique aspect of Muttonhead’s approach is the focus on unisex clothing. The brand focuses on timeless, rather than fad designs, which appeal to both men and women alike. Founder Meg Sinclair explains that she wanted to create a lifestyle brand that produces timeless, high-quality outerwear “for the everyday adventurer”, regardless of their gender. Her efforts herald a new approach to fashion design that focuses on sustainability and quality, over globalized, disposable fashion.
Another unique aspect of Muttonhead’s approach is the focus on unisex clothing. The brand focuses on timeless, rather than fad designs, which appeal to both men and women alike. Founder Meg Sinclair explains that she wanted to create a lifestyle brand that produces timeless, high-quality outerwear “for the everyday adventurer”, regardless of their gender. Her efforts herald a new approach to fashion design that focuses on sustainability and quality, over globalized, disposable fashion.
Trend Themes
1. Slow Design - The trend of slow design in sustainable fashion emphasizes ethical production and quality control, providing opportunities for brands to create timeless, high-quality clothing.
2. Unisex Clothing - The growing trend of unisex clothing in the fashion industry opens up opportunities for brands to create gender-neutral designs that appeal to a wider audience.
3. Local Manufacturing - The trend of manufacturing clothing locally, like Muttonhead does in Toronto, presents opportunities for brands to achieve ethical production practices and support their local communities.
Industry Implications
1. Sustainable Fashion - The sustainable fashion industry can take advantage of slow design and unisex clothing trends to create ethically produced, gender-neutral clothing that appeals to environmentally-conscious consumers.
2. Apparel Manufacturing - The apparel manufacturing industry can explore opportunities in local production to support ethical practices and fair trade, as well as create sustainable fabrics.
3. Fashion Design - The fashion design industry can seize disruptive innovation opportunities by shifting towards timeless, high-quality designs and emphasizing sustainability over disposable, fad-focused fashion.
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