We are living in the fast fashion generation. The online fashion space is saturated with brands that are churning out scary volumes of clothing, which in turn has seen the birth of the 'slow fashion' movement - a movement that we, at F&M, are extremely passionate about.
Since opening, we have preached the importance of building a wardrobe that consists of items that can be worn again and again, as opposed to one that nurtures the 'one wear' principal that is so prevalent in this fast fashion era.
So, you're probably wondering what it is, beyond that education, that we do to ensure we are operating as sustainably as we possibly can be...
Working with brands that are as sustainability focused as we are:
Many of the brands that we stock at F&M are leading the way in sustainability practices within the fashion industry, and that makes us so proud.
JAGGAD, our brand new activewear label, has made a huge commitment to reducing their carbon footprint by eliminating single use plastics from ALL of their packaging. In addition to this, their new REFLECT line consists of materials that are better for the environment like certified organic cotton and recycled polyester.
Another one of our most popular labels, Hansen & Gretel, implement sustainable practices in every aspect of their business. Every piece created by this brand is deemed to be a 'forever' piece and they do not hold warehouses of excess stock.
Stocking only pieces that we think will live in your closet forever:
Although we love a statement piece at F&M, we put so much care into the curation of our collections to ensure that we are only filling our racks with pieces that we know will last the distance. We adore neutral colour palettes and ensure that where a pattern or bright colour palette exists, it is still a piece that you can love and wear forever.
In addition to this, our price point reflects the high quality of the garments that we stock, meaning that wear-after-wear these pieces will retain that quality.
We introduced high quality shoes and accessories into the store to allow our customers to mix and match their pieces with beautiful items that not only compliment but completely change their look, fostering outfit longevity.
The introduction of our cotton branded bags in-store...
We recently introduced cotton branded F&M bags for certain purchases in store to combat our contribution to landfill with our previous bags. We will be the first to admit that it is early days, and as a small business we haven't been able to completely remove the use of our larger cardboard-style bags, but it is a work in progress. We are proud however to say that we do not utilise plastic bags in store for any purchases!
Our second hand clothing rack...
Where possible, we raid our personal closets and offer an 'up-cycled' rack in store, along with selling pieces on Alex's resale instagram - @allycooki. This allows us to give our beautiful pieces a second lease on life, as opposed to having them wind up in landfill. This is a wonderful practice that anyone can integrate into their life!
We know we are far from perfect, but we are conscious of our footprint and are always assessing ways that we can positively contribute to a more sustainable fashion industry.