An ethnographic analysis of the slow fashion industry within Denmark¿ - Factors contributing to sustainability in a highly visible industry

Abstract

This research looked into the emerging role of ‘slow fashion’ within the Danish clothing market and the factors that enabled this nation to become an industry leader. The research employed both primary and secondary research methods, with the secondary research providing supplementary information, to the personal experiences of company heads. The use of theory included text by Veblen, Simmel and Bourdieu which helped to analyse aspects of consumer society and show where there is room for growth. Further to this interviews were used to gain access to information that would have otherwise not been attainable and it was found that Denmark is a great place to be for a brand looking to operate in slow fashion and this has been a development from the successful pioneering of sustainable alternatives long before slow fashion entered the conversation. Denmark has risen to prominence as a fashion nation in a short period of time and is important to the international fashion community, as they have effectively created a system where importance on sustainability has filtered down from the government to the Danish Fashion Institute and into fashion labels. These authors, mentioned above, helped shed the light in the cultural process of the emergence of slow fashion, but to understand why this has happened in Denmark particularly one also has to take into account the institutional framework.The institutional framework has been invaluable in creating a community that now holds a wealth of knowledge in sustainability in fashion exemplified by the Copenhagen Fashion Summit and the strong cluster of slow fashion businesses that operate in this nation. The research concluded that it is now common practice in Denmark to address some form of sustainability on a daily basis, whether it be in wind energy, recycling or organic foods. Although ‘fast fashion’ continues to dominate the consumer market economically, the institutional framework and proactive approach to sustainability in other industries has enabled Danes to become familiar with the vocabulary which has provided an advantageous base in the aim to pioneer a slow fashion sector.