It's always sunny at House of Sunny ☀️
- Lily Cullen
- Jul 21, 2020
- 3 min read
The label committed to eradicating the fast fashion industry
Today, it is almost impossible to ignore the prominence of fast fashion, and the benefits that come with it. It is an industry giant that has quickly risen to popularity because of its convenience for the consumer, and the reward for the retailer. Countless brands - some of the biggest in the world, are guilty of this practice (companies like MissGuided, BooHoo, and Bershka top the list). However, fast fashion brands aren't just those consumed by the average buyer, as even designer brands like Dior are present in fast fashion. As convenient as fast fashion is, it is one of the least sustainable practices in the world.
Fast fashion is defined as: "An approach to the design, creation, and marketing of clothing fashions that emphasizes making fashion trends quickly and cheaply available to consumers" (Miriam Webster).
Although constant mass production and consumption seems like the best of both worlds; fashion labels are pushing collections out at rapid speed and thus reaping the profits, and consumers can have whatever kind of clothing they want, whenever they want, this method of retailing is quickly making the fashion industry's carbon footprint larger than the airline industry's. Not to mention the effects it has on the garment workers who are physically making the clothes in unfathomable working conditions, long hours, and constant exposure to dangerous chemicals.
It may seem like it's impossible to avoid shopping from places that don't use fast fashion these days, and it's definitely not easy. But today we're focusing on one of the most prominent brands in the slow fashion industry, House of Sunny.
Founded in 2011, House of Sunny is an independent womenswear brand located in East London. Committed to all things sustainability, House of Sunny prides itself on producing small runs of collections only a two times a year. This in turn allows the brand to focus on making products with the best quality material that will last for more than a single season (unlike most fast fashion brands), and reduce the environmental effects of manufacturing methods. All garments and accessories are designed in house, and made with the notion that each piece is a "moment that will last". Quality comes first at House of Sunny, and it shows. Consequently, the garments are a little but more expensive than your average high street retailer, but given the quality of the pieces, the standard of the garment making process, and knowing that the clothes will stay in tact forever, it makes it completely worth every penny. To view a full list of the House of Sunny sustainability principles, click here.
As well as fewer runs of collections to reduce carbon emissions, House of Sunny is also committed to using recycled materials, animal welfare, and creating as little wastage as possible. Here is how they've put these, and other principles into practice for their latest drop
House of Sunny's most recent collection is by far one of the best I've ever seen from them. Of course still sticking with their iconic 70's inspired looks with some art deco flare, this drop captures the "English country summer" aura while also making you look like you're ready to roller skate on Venice Beach in 1970 - how they do it I don't know but it amazes me every time.
Here are my favorite pieces from their latest release:
Thank you for reading! I hope you learned something about the importance of buying from retailers that don't practice fast fashion. We're all (myself definitely included) guilty of contributing to the negative environmental & ethical impacts of the fast fashion industry, but by making a little extra effort we can start to get rid of the fast fashion industry for good. We'll also be supporting fantastic brands like House of Sunny who are quickly on the way revolutionizing the fashion industry altogether.
Lily x
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