Be informed, ask questions and know the face behind the brand. Online marketplace Tictail wants to inspire conscious consuming and a support of the slow fashion movement.

At Make it last, we think a lot about the problems with fast fashion and anonymous, unconcerned fashion consumption. We believe change starts with asking simple questions, like “who made my clothes?” At Tictail they’ve given this quite a lot of thought too. Being a global online marketplace for emerging brands, they’ve made it their mission to spotlight the faces behind the brands in their community. With initiatives like the Not Faceless campaign, Tictail wants to create a close band between the brand and shopper. They know that by endorsing small brands and entrepreneurs, we support the slow fashion movement—an important step towards achieving sustainability within this industry.

In a sustainable context, fast fashion is really hard to motivate. The mass production that’s entirely driven by profit and empowered by a demand for “the latest”, tells us that a garment can only last as long as the current fashion trend. Committing to this trend-based shopping system means we keep speeding up the fashion cycles to the point when we’re tired of the clothes even before they land in stores. We’re constantly encouraged to buy new and throw out the old, and so we do. Apparently, we only wear fast fashion garments about seven times before discarding them. This sais quite a lot about how much (or should we say little) we value clothing today, don’t you think?

Breaking habits is never easy. We’re so used to the quick-fix-happy-shopping-throwaway-mentality that defines the consumerist society we live in today. However, we—the same as Tictail—believe that knowing is caring; and what we care about we value. If we all strive to become conscious consumers who care about where our clothes come from and who made them, we’ll inevitably start making better choices. Hopefully, in time, this will help us see fashion’s true value.

Left: Top, Arethé Stockholm. Dress, ESP. Earrings, Sanktoleono.
Right: Top, MAMAMA. Coat and pants, Arethé Stockholm.

 

The Not Faceless campaign coincided with the release of Tictail’s AW 2017 lookbook, which is shot in the Swedish archipelago and features 42 Tictail brands from 12 countries (see all designers here). They also collaborated with menswear brand Phil & Anth and artist and illustrator Joe Cruz—both found within Tictail’s extensive brand community—to make a limited edition t-shirt. Quotes from selected designers and imagery can be found both online and on Instagram.

 

Top picture.
Left: Jacket and pants, Le Stockholmsyndrome. Top, Randolph Stockholm. Earrings, Tarin Thomas. Middle: Top, Dolores Haze. Dress, Ida Klamborn. Right: Top and pants, ESP. Coat, Ifeelnut. Earrings, Santkoleono.


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