You have fast food & slow food……& fast clothing & slow clothing…….
Time is a precious thing. When you spend time on something it means you love it a lot. May I dare to ask……are we looking for love today? Maybe we don’t know the answer but “love quality” is something that we all can recognize.
In simple terms slow clothing is a way of making clothes. But it is not just a simple way. It is mostly about handmade pieces and it requires, besides enthusiasm & passion for style, a lot of effort, plenty of time and high quality fabrics. No serious maker wants to invest time & valuable techniques in poor raw material quality.
As a knitting enthusiast I do really want to keep an eye on designers who represent slow clothing and brand “Guðrun&Guðrun” is an excellent example following this perspective. Based in Faroe Islands, Guðrun Ludvig & Guðrun Rógvadóttir formed a knitwear company specialized in hand-knit. The creative process of design for “Guðrun&Guðrun” is very closely linked to the isolation of the place. “It’s good to come to Europe for input and inspiration, but it’s crucial to come back home to the silence and not be disturbed by the hectic life of fashion”.
Faroe Islands (meaning “the islands of sheep”!) have a great tradition in knitting. The Faroese lambswool is of an excellent quality and sheeps are treated with love and respect. “This is not Paris or Milan…..if you want to do fashion here on Faroe Islands you have to focus on what we have here…..we have strong tradition to knit & we also have pure organic lambswool” says Guðrun Ludvig.
So, what we have here is a fashion brand that except style focuses on local natural resources. Their work bridges tradition with contemporary design to produce unique pieces of great taste. In addition they usually shoot outdoors, capturing beautiful landscapes of Faroe Islands, that makes one want to travel there and take a journey to their magic world! Doing fashion is nice but doing fashion based on sustainable development is magic!
“Our vision is to make a difference. Which is very simple and yet very ambitious. We want to make clothes that live up to the standards of conscious consumers who do care about each other, the environment, our common natural resources and that yet want to be stylish” the designers conclude.
What else can I say? My wish-list has become a bit longer… 🙂
-by Maria Tsirik_gl_u–