Globally, there’s a big shift happening in the fashion world, with a strong emphasis on sustainability. According to the UN Department of Economic and Social Affairs, the fashion industry is responsible for 10% of global carbon emissions and churning out 92 million tons of waste yearly. Thankfully, the slow fashion movement is looking to change that.
The term 'slow fashion' was first coined by fashion and sustainability journalist, Kate Fletcher, in a 2007 article for The Ecologist. Fast fashion, despite its name, isn’t about speed – it’s about greed, pushing for more sales and profit. Slow fashion, on the other hand, focuses on creating, designing, and consuming more thoughtfully and sustainably. And this movement isn’t just happening globally – Johannesburg is also playing its part. The local fashion scene here is embracing slow fashion with open arms.
So, how can you dive into this movement locally? You can shop second-hand, vintage, or thrift clothing, participate in clothing swaps, upcycle old clothes, or choose labels that create clothing from eco-friendly materials. For more ideas, follow our friends at Twyg, an independent media NPO that focuses on sustainability in South Africa. With more slow fashion options popping up in Joburg, we’ve discovered some fantastic spots where you can join the movement in a way that suits you best.
Asha Eleven in Parkhurst
Using sustainable materials like 100% ECOVERO, Asha Eleven's colourful dresses, coats, and kaftans for their latest Autumn/Winter 2024 collections, 'Tausi' and 'Suzani', aren't just stylish –they're crafted with care by talented artisans in Cape Town, offering a cool alternative to fast fashion. The 'Tausi' collection channels peacock elegance with OEKO-Tex-certified fabrics, which are free from harmful substances and produced sustainably at every stage of production. With the launch of a store in Parkhurst (June 2024), Joburgers can now immerse themselves in the label's vibrant creations first-hand. Meanwhile, the 'Suzani' line gets creative with zero-waste fashion, turning leftover materials into fresh, trendy pieces. It's all about looking good while doing good.
Shop Asha Eleven online or at the Joburg store at 34 4th Avenue, Parkhurst.
Dress for Less at Rosebank Sunday Market
You might already be familiar with Rosebank Sunday Market, but there's a new creative, eco-friendly addition to the market: Dress for Less. "I found that there were so many people applying to sell pre-loved clothing at the market and the vintage sale was becoming flooded with clothing and accessories. I was turning them away," says Dana Druion, CEO of Rosebank Sunday Market. What changed her mind? The growing demand for affordable clothing. "With so many job losses in our country, people are turning to pre-loved items to make ends meet." Now, you can snag high-quality, pre-loved clothing and accessories at bargain prices, every first Sunday of the month.
Find Dress For Less at Rosebank Mall (Level 4), corner Bath and Baker streets, Rosebank. For more, check the Rosebank Sunday Market's Instagram.
Sari for Change
Sari for Change is a sustainable clothing label that empowers women through the upcycling of recycled saris and textiles from the African continent and diaspora. They strictly adhere to a no-plastic policy and creatively repurpose high-polyester saris into bags, while crafting upcycled totes from production offcuts. Each garment, from standout kaftans to elegant kimonos, and comfy drawstring pants, preserves the original sari designs, showcasing their unique embellishments as the centrepiece.
Shop Sari for Change online or visit their Joburg studio by making an appointment.
"One of the most exciting aspects of Joburg's slow fashion movement is its ability to offer affordable finds amidst rising clothing prices. People are discovering they can snag their favourite brands at a fraction of the store cost." – Tracey Van Gass of Vintage with Love.
The Swap Movement
At The Swap Movement, trade clothes and cut down on clothing waste with flair. Created by Skye West, this local initiative focuses on the art of exchanging clothing with others to promote sustainability. Their popular event is the Sip & Swap, held at various venues in Joburg (entrance is R140 on webtickets and R180 at the door). Here, you can bring up to 10 items of clothes or shoes you don’t wear, earn credits, and swap them for new wardrobe favourites. They accept women's, men's, and children's clothing, as well as shoes, with women’s clothing being the most popular and widely available. Once yearly, they hold a 'Blue Tier' swap for customers who have credits from bringing brands that are over R1,000, like Poetry and Country Road.
Look out for upcoming swap meets announced via The Swap Movement's Instagram.
UNKNWNPROJCTS
UNKNWNPROJCTS is a dedicated collective revolutionising fashion and sustainability. Their ongoing research project explores design through the lens of sustainability and upcycling, uniquely tailored to the South African context. Advocating for refreshing, rethinking, and recycling old garments, they transform them into entirely new creations. Their innovative process involves meticulously unpicking old garments and utilising waste from their studio, making every piece a testament to creativity and sustainability. They upcycle items like old Nike sneakers and activewear into one-of-a-kind corsets, jackets, hats, bags, and co-ordinated outfits, blending fashion-forward design with a commitment to environmental responsibility.
For upcycled pieces, contact UNKNWNPROJCTS via their Instagram.
Vintage with Love on Corlett Drive
Jacquie Myburgh Chemaly has always had a passion for vintage fashion, so when her friend, Leigh Ord suggested starting a charity event, selling pre-loved clothing to raise money, it felt like the perfect fit. Now, eleven years and over R8 million raised for charity later, Vintage with Love not only hosts successful pop-ups, both in-person and online, but has also recently opened a store in Cape Town. With their sights set on a more permanent presence in Joburg, Vintage with Love is expanding their heartfelt mission with a store.
According to managing director, Tracey Van Gass, "Our loyal supporters have shown us there's a strong demand for affordable, in-person shopping experiences. Opening a shop allows us to create a more immersive and consistent experience, while also providing a great opportunity to raise more funds for charity." Their newly launched Joburg store features beautifully colour-co-ordinated racks showcasing an eclectic mix of steals, like popular Zara denim, and higher-end items, including occasional Ralph Lauren pieces. "One of the most exciting aspects of Joburg's slow-fashion movement is its ability to offer affordable finds amidst rising clothing prices. People are discovering they can snag their favourite brands at a fraction of the store cost," Van Gass adds.
Visit Vintage with Love's Joburg store at 102 Corlett Drive, Birnam.
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