Ethical and intellectual practices in the slow fashion industry: a qualitative exploration of media narratives

Purpose Slow fashion is a multifaceted phenomenon that endeavours to address the fashion industry's environmental and sustainability concerns by producing premium quality, long-lasting fashion garments through modified production and consumption techniques. Despite its considerable relevance, there exists nascent literature about slow fashion’s production and consumption patterns and their linkage with intellectual capital (IC) theory aspects. Design/methodology/approach This study utilized critical discourse analysis to bridge the study gaps by examining media narratives and online video discourses on the slow fashion industry. The study employed a Gioia-based inductive qualitative coding approach that adhered to the grounded theory's coding and idea-creation process. Findings The analysis resulted in the exploration of the IC-based aggregate dimensions linked constructs such as product, process and environmental sustainability, ethical labour practices and regional craftmanship boost on the production side. While on the consumption side, it presents constructs, such as collective problem solving and the eradication of slow fashion access barriers. Practical implications The research findings emphasize the significance of incorporating sustainability in the decision-making towards production, consumption, and marketing strategies for slow fashion. These practices can inspire manufacturers, marketers, retailers and consumers to build their brand image while promoting a more mindful, morally upright and environmentally sustainable fashion industry. Originality/value The novelty of this research lies in extending the conceptual framework of slow fashion from a practice-oriented perspective, emphasizing its potential to address the sustainability dilemmas through IC theory-based aspects in slow fashion production and consumption. By examining how media influences public views and industry practices, the study contributes valuable insights into the development of a fashion industry that has a sustainable future.