Chapter 3: Slow Fashion

Thoughts on men and fashion - six summer episodes by fashion connoisseur and word acrobat Jeroen van Rooijen.

In the course of the corona pandemic and the economic crisis it caused, the need for a more sustainable and conscious consumer culture was often debated. It is time for a new, more conscious and sustainable way of shopping. We should shop less and better. Wait a minute: Buy less? A trend that is continuing and is very much in line with men's clothing habits! So good thing.

We have long been aware of the need for a slower and less impulse-driven way of shopping. Forward-thinking is evolving your wardrobe away from a seasonal trend frenzy into a more consistent, slower way of dressing that's more about long-term wardrobe building than over-the-top fashion-consciousness. Good clothes last a while - there's no point in replacing them before they've actually reached their sell-by date.

This demand on the zeitgeist is not new: as early as 2012, the “NZZ” wrote “that this lemon cannot be squeezed any further. There are signs that lifestyle connoisseurs are no longer guided by sensations and bangs, but are looking for other qualities." At least now is the time for it. There are more important things to do than follow fashion. But looking good is still important. Because that is what clothing was invented for – and of course to protect against wind, weather and evil eyes.

You dress to blend in and fit in – or to stand out, to step out of line. Or something in between, all fine-tuning is conceivable, even if it is only for certain moments. But what always applies: Getting dressed is a conscious act, a cognitive decision of the individual. There is no such thing as an “everything doesn't matter” look – that too says something about its wearer. Getting dressed is a statement. For or against the norms of the time you live in.

Of course, the topic of sustainability is also becoming increasingly important in this context - you don't just consume blindly. Organic and bio have long moved out of the do-gooder corner and are now a decisive argument for a broadening customer segment when it comes to buying something. But clothing is not just about linen and cotton, but about intelligent, new combinations, for example with silk, wool and smart new fibers that are naturally based or recycled from natural fibers and plastics. At Alferano, all of these themes can be found in the collections.

Next week at this point: New volumes, new men and new consumer awareness: This results in completely new clothing! Clothing as a tool for life.

Jeroen van Rooijen is a freelance style critic and co-founder of the Alferano concept store in 2014.