FEATURE: Confessions of a slow fashion addict!
Feature by Natalie Farrell of Yummy Yoga Girl
My name is Natalie. I am the founder of the women’s lifestyle brand - Yummy Yoga Girl and a business coach and mentor to slow fashion brands. Ever since I can remember I have supported small boutique brands. I just love supporting small businesses because they are made up of someone’s heart and soul.
Let me tell you how I shop for clothes these days. The first thing I do when walking into a shop and something catches my eye, is to feel the fabric. I just can't help myself! If it feels extra soft to my touch, I make the next move! I look at the tags! I am seeking information about:
The material composition - this offers you the consumer information on the quality of the garment.
Where the item was made - a closer look at the tag gives you more information on whether the item is potentially mass produced or whether it is supporting eco fashion principles
The price - quality over quantity means the price will be higher but worth it in the long run.
Why is ethical fashion important?
Small brands make smaller quantities per production run which comes at a higher production cost. The brands name nine times out of ten is also new onto the fashion scene. This creates a frustrating uphill struggle for start up businesses as they begin to share their values and ethos and compete with more established brands.
London based entrepreneur Ncheta Dasilva risked exactly this when launching her business Zola Eve in 2018. Her collection of luxury active wear is produced in London so to reduce carbon footprint. And the items are made using 78% recycled polyester mostly from discarded fishing nets and carpet.
Ncheta talks openly about her business values and ethos on her website. There are many reasons you will benefit from buying into ethical fashion brands like Ncheta’s below I have outlined 5:
The items last longer
They do not smell and wash and dry easily
They feel better next to the skin benefiting your nervous system and psyche.
It minimalizes wastage
Promote the use of non toxic materials therefore use less water and energy to produce
Education is the key to a slow fashion revolution
What exactly is slow fashion and why do we at Yummy Yoga Girl support it?
“Slow fashion is the movement of designing, creating, and buying garments for quality and longevity. It encourages slower production schedules, fair wages, lower carbon footprint and ideally zero waste.”
In 2017 my vision to develop a clothing range came true after a chance meeting with The Design Stylist, Sue - Mee Maudsley in our home town of Tunbridge Wells.
My mission was to create a collection which reflects the intricacies of your life as a modern day women – beautiful pieces which flow from the yoga studio, straight to the streets and wherever the days takes you.
We set about designing and producing clothing that would feel fantastic, stand up to the rigours of movement, would celebrate the wearers’ character and provide them with a capsule wardrobe that would work all year round, no matter the weather or season.
It was the beginning of a wonderful learning curve.
discovering the best materials
how to work with hand painted designs
the benefits of producing small quantity collections
All these aspects were invaluable to building our fashion education project which reflected the values of my yoga philosophy and healthy living lifestyle.
Fitness goals for spiritual souls - stylish yoga wear with a twist
Yoga is all about unification. Connecting with yourself, the earth and the natural environment.
We pride ourselves in the comfort of the clothes and love the feedback our customers give us including how much happiness the clothes bring to their lives, how pretty the clothes are and how comfortable they are to wear.
You can match an outfit to suit the weather, your mood, and in our forthcoming collection you can even match your attire to where you are in your menstrual cycle! I made a conscious vow when I started Yummy Yoga Girl to be as eco-friendly as I could. To support sustainable fashion and educate people on the beauty of buying slow fashion.
We are now venturing into our third collection – The Natural Collection - which is to launch later on in 2019. I can’t tell you when because we are slow fashion!
100% eco - friendly packaging
Our slower production schedules help with a lower carbon footprint and encourage you to buy with the long view in mind. Our new packaging is 100% biodegradable too which we are super excited about. The items arrive in a “real dirt bag” made partly from plants. It feels and behaves like plastic except when disposed of. It has no toxic residues (or micro plastics) and is compostable at home.
“Call it “eco-fashion” if you like but I think its just common sense.” Livia Firth
The voice for fellow female entrepreneurs
Yummy Yoga Girl is developing so much beyond my dreams. We now represent 8 small brands on the site all supporting the slow fashion ethos. As well as eco friendly clothing we have exclusive recycled silver jewellery, yoga mats, luxury organic skincare and eco soy candles. I work with all the brands to support them on their journey and to educate the consumer together on the importance of slow fashion and the importance of supporting small brands.