Giving fast fashion the boot? Producing, consuming and branding slow(er) fashion in luxury shoe manufacturing in Northamptonshire

Slow fashion is an alternative fashion model that advocates slowing down fashion for systems change. As interest in slow fashion grows, this article calls for greater criticality of its conceptual framing. Leveraging empirical insights from interviews, factory tours and brand analysis, the article casts the luxury shoe manufacturing cluster of Northamptonshire as a cautionary slow tale. Working at the interdisciplinary intersection between slow fashion theory, practice and branding, the article displays how slow(er) fashion can emerge in the marketplace detached from the alternative conceptual visions of slow fashion theory. Recognizing this, the article adds to the critical theorization of slow fashion. By drawing meaningful distinction between slow fashion – understood as a theory, an ethic and a practice of slow systems change – and slow(er) fashion – understood as fashion discursively framed by slow principles but which are devoid of a politics of system change and alterity – the article seeks to adds critical distinction to slow fashion’s conceptual framing. In doing so, the article argues we become better placed to explain and attend to instances of slow washing, as well as better defend slow fashion’s enduring potential for alternative systems change.