Wearing clothes for longer, reducing frantic shopping sprees, choosing quality over quantity and attaching importance to the origin of products you buy and how they were produced. This is the current trend known as slow fashion: it’s long-lasting, ethical, responsible and above all… amazing!



Changing your perspective

An alternative, more responsible, more ethical and more environmentally friendly approach is possible. At Laurastar, we favour the use of highly-resistant ironing systems that undergo intensive testing so we can fight against planned obsolescence; our DMS steam is an elixir of youth for clothes that protects even the most delicate fabrics; we attach importance to the values of quality, precision and aesthetics. We also observe the world and its evolution.

Slow fashion is part of a global approach for the sustainable (re)development of resources and people. Some people have already been convinced for a long time by vintage fashion and the philosophy of the 3 R's, reduce, reuse and recycle to consume better. Slow fashion changes consumers’ perspectives and makes them active participants in this change. Restoring meaning to their choices and enriching them with a more global and circular vision.



Is slow fashion the future of fashion?

It is clear that a certain materialism exists in our Western societies, like the clothes we accumulate but don’t wear: according to a 2017 study by the McKinsey Institute, people in industrialised countries buy 60% more clothes than in 2000 but keep them for half as long. Therefore it seems interesting to look at what slow fashion represents, with a need to restore the value of things and return to a more balanced relationship with our consumption.

Indicators predict a bright future for slow fashion as it is both environmentally friendly AND cost-effective. By 2028, revenue from the second-hand market is expected to overtake that of fast fashion according to a report by thredUP in 2019. This positive outlook echoes the fashion expectations of current and future consumers.
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10 small steps to become a slow fashionista

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  1. Resist sales, fashion trends and impulse buying.
  2. Choose quality over quantity and only buy pieces you are committed to wearing at least thirty times.
  3. Prioritise timeless and second-hand clothing: for its style as well as its quality.
  4. Take care of your clothes and reduce the frequency and temperature of washes and ironing.
  5. Attach importance to the origin of the products you buy, the working and payment conditions of the people who made them and the products they used.
  6. Look at labels and choose environmentally friendly materials like organic cotton or linen.
  7. Become aware of the environmental footprint of your shopping, like the iconic Emma Watson who promotes this quiz which allows you to calculate your own fashion footprint. It has been published by thredUP, an online American company selling second-hand clothing.
  8. Renting clothes such as an evening outfit is a great idea! Or borrow clothes from your friends and family!
  9. Support small, independent designers and alternative distributors, second-hand shops and sales outlets.
  10. Invest in brands that are committed to sustainable development.

Laurastar’s 4 commitments in favour of slow fashion

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  1. Repair: the brand’s products are designed to stay with customers for a generation. Laurastar provides a programme to combat planned obsolescence and is committed to repairing its products for a minimum period of 10 years. All the components of our devices are kept during this period in order to guarantee long-term maintenance and repairs. Our customers have also testified that their Laurastar has lasted for multiple decades. As a matter of principle, we apply the 2 R's philosophy: Repair rather than Replace.
  2. Regenerate: all our ironing systems are equipped with exclusive Laurastar Dry Microfine Steam (DMS). Its high quality has the effect of restoring fabrics in one go, it strengthens and plumps up the fibres in their core. Clothes, especially those bought second-hand, are plumped up and rejuvenated, they regain a second shine.
  3. Purify and maintain: the purifying force of the DMS steam also helps to air out and effectively refresh a garment, eliminating odours and reducing the frequency or temperature of washing. In this way, the quality of fabrics is preserved and their lifespan extended.
  4. Protect: we’ve all experienced a garment damaged by poorly proportioned heat, a tragic shine mark on a brand new top or a woollen top shrunk by the use of unsuitable equipment. Thanks to the protective soleplate on Laurastar ironing systems, you can rest assured that all your fabrics, even the most delicate, are protected.
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