Tim Flemming
Founder
Flatland OK
Age 38

Ultimate style icon; Clint Eastwood in his earlier films, perfect balance being between being dressed up while dusty (like a carpenter).

Fredrik Jönsson
Fashion Designer
Age: 33

“Keep it simple stupid”

Emma Telfer
Marketing Manager
State of Design
Age 30

Ultimate on-line shopper always looking for that $2 000 item discounted. Hello Rick Owen.

Swensk, in collaboration with RMIT present – Slow Fashion: Concepts of Sustainability, an investigation of the process of customising a four piece collection for four Swensk customers by deconstructing high quality garments by Swedish designers Fifth Avenue Shoe Repair, Filippa K, J.Lindeberg and Whyred. Each collection has been designed and delivered by 3rd year RMIT fashion students as part of the RMIT studio: Concept of Sustainability – A Piece of Cloth.  This is a film of the student’s journey through the concept of sustainability in fashion, the research process.

Documentation by Alison Cosson and Tristan Sinclair

Swensk, in collaboration with RMIT present – Slow Fashion: Concepts of Sustainability, an investigation of the process of customising a four piece collection for four Swensk customers by deconstructing high quality garments by Swedish designers Fifth Avenue Shoe Repair, Filippa K, J.Lindeberg and Whyred. Each collection has been designed and delivered by 3rd year RMIT fashion students as part of the RMIT studio: Concept of Sustainability – A Piece of Cloth.  This is a film of the student’s journey through the concept of sustainability in fashion, the research process.

Documentation by Carolina Barua and  Remie Cibis

Designers has a fine line to walk in regards to whom they design. Do they design for themself or for the customer or both. I guess the answer is easy for or brands but it is not so easy if you view it from the buyers perspective. I am so bold to say that as soon the piece hits the store its no longer about the designer. It’s only about the consumer. The Personality Collection theory is based on the following Slow fashion values; reuse, redesign, limited editions, quality fabrics, customizing, craftsmanship, limited editions and target group understanding.

There are many sayings in life that makes sense. If you try to figure out their origin and reasons for theirs existence it sometimes give you answers to questions that normally could feel impossible to solve. Our philosophy is built on the idea that our consumer is not being blamed for consuming. They should not even be supplied with products that have a negative impact on society.

So, what does that leave Swensk?

The manifest is Swensks project to explore new ways for retailers to take responsibility for consumerism, rather than being the reason for over-consumption. Don’t get us wrong, spending should be fun for the end-consumer and it’s Swensks responsibility to make it sustainable.

This text would not exist if we had endless resources and selling 10 products while producing 1 000 would not have any negative environmental impact. What we want to achieve is defining Swensks responsibility for the excess of 990 unnecessary pieces. And as a retailer find the balance between growth and responsibility without reducing the value of good design and costs of resources. This is plain common sense.

At Swensk we sell pieces that we believe have a timeless approach and in combination with quality it will last for a long time. Adding the belief that our customers use and love our products produced by a supplier with a clean conscious, it leaves fewer areas for us to be in control off. With that in mind, we had to set up some objectives.

Slow fashion for Swensk is not only about providing sophisticated designs made by quality fabrics. The concept is built on the premises we, as a retailer, should maximize the possibility for products to lasts and take responsibility for those that doesn’t. Conclusion – don’t create more landfill.

Welcome to The Slow Fashion Manifest and a homage to consumer values.

Bianca Wiegard
Retail Mentor
Age 40

I go swimming  to clear my head and make room for fresh creative ideas and we started Fat for $6,000. Favorite label is Romance Was Born.

Cornel Wilczek
Composer/Music Producer
Age 35

Favourite fashion designer: I go through phases. At the moment, it’s probably Marc Jacobs. This decision is usually based on colour. I like his use of colour in menswear. It’s really quite fun. I think “fun” is also a key concept for me.