Why Slow is The Way Forward

December 07, 2023 2 min read

Why Slow is The Way Forward

“Slow down you move too fast, you got to make the morning last, just kicking down the cobblestones, looking for fun and feelin’ groovy.” 


It was 1966 when Simon and Garfulkel sang 59th Street Bridge and you might not be familiar with these lyrics. It was way before the definition of “slow fashion” was coined and before sustainable fashion could even be imagined as a parameter of quality. 

Yet, the term "slow" today has the same power of communicating the need for changing the pace in order to appreciate quality and authenticity and actually enjoy it. Nowadays our industry and our society's first instinct is to deliver fast and throw away even faster, with the thought that wasting would be better than being caught in a dress you have already worn once. That's where we disagree.

A fashion brand subscribing to slow fashion means that thoughtful clothing design and consumption practices becomes part of the mission statement. 

Our vision is producing interesting and timeless shapes, using only the best fabrics available, while concentrating less on the quantity and more on the quality of the garment we produce. With that in mind, we invite our customers to think of the true value of what they decide to purchase. For example, an Alpaca Suri Sweater, goes beyond the exclusivity of a luxury good. Not only was our Alpaca Suri carefully selected and sustainably sourced, but they are handknit by artisans in our small workshop in Peru that provides everyone a safe and content work environment. The making of a long lasting product and the pleasure of a purchase that impacts our environment are aspects of what fashion should be about.

As ever, MATTHILDUR wishes to be a contribution to culture and the means of self expression that makes us who we are as well as promoting a business model that advocates responsible consumption.

Mark Keller
Mark Keller



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