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It shouldn't come as news to anyone that the planet is moving quickly towards a climate emergency. And fast fashion certainly plays its part in this.

Fast fashion brands, which release hundreds of new styles every week, have caused trends cycles to speed up rapidly, leading to overproduction and overconsumption. British shoppers are buying twice as much as we did a decade ago and both brands and consumers are throwing away "unfashionable" clothing more often-over £300,000 of it ends up in landfill every year. How do we solve this issue?

One answer lies in the new generation of made-to-order brands making their way into the mainstream. These brands make clothes only as and when they're ordered, and because there's no overproduction, less unwanted stock ends up in landfills. They also promote a slower fashion model, with pieces taking between three weeks and three months to arrive once purchased. The focus is on creating special, well-made pieces for consumers to treasure for years to come.

Made-to-order fashion is nothing new. Until the mid-20th century, it was the norm. However, the 1960s brought about the dawn of fast fashion and a shift in our relationship with our clothes. The value once placed on craftsmanship and quality was replaced by the desire for low cost and volume, resulting in cut-cost production and the attitude that clothing should be cheap and disposable.

Of course, made-to-order fashion has continued to exist alongside this, though research clearly shows that fast fashion prevails (盛行). Cue a made-to-order brand bringing bespoke (定制) back to the mainstream. Spanish brand Alas features a slow business model. It takes orders each week which are then handmade and delivered in about three weeks. It also revolves around an on-demand production process that rewards consumers for "pre-planned responsible shopping." Every week, they launch a new drop, available to pre-order for a discounted rate for a limited time. From pre-order, Alas determines how popular each new item is and calculates how many units should be produced to fulfill both pre-orders and future full-price orders, therefore reducing the overproduction of stock.

With made-to-order brands growing in popularity, it begs the question-could this be the dawn of a new, environmentally responsible era? The answer is self-evident.