The Problem
The current trending problems in fast fashion today are very public, yet it's still horrific to know how aware we can be about it all but hardly anyone is. Fast fashion has over 776 different businesses and companies in Australia to date and their market size is at $2 billion annually in the Australian economy (Ibis World, 2019). They employee over 10,000 people including, factory workers, retailers, and suppliers. The top three manor contributors to the industry are Cotton On Group, H&M and Zara Group.
Furthermore, I did some thorough research on my industry that focused on middle class income earners and the brands they shop at. I have an app on my phone called "Good on You" that informs downloadees of the good, the bad and the ugly sides of these brands. According to their data, all companies have a great reputation when it comes to looking after animals. However, labour and environmental impact are not good enough and could do with some serious improvements. When creating a slow fashion label, these subjects must all have a five star rating to be considered ethical and sustainable.
Image Source: Nilay Sozbir, Unsplash

Despite my anger with fast fashion, the position I’ll be taking on this will be direct and rational with a loud message. I plan to incorporate rhetorical strategies and devices such as the three modes of persuasion; pathos, ethos, and logos. Using pathos, I plan to use this in my design intent by representing community in the branding. I was thinking perhaps something like having the word mark placed on a holding hand. This would also represent ethos and the ethical importance of fair-trade behind the brand. As for logos, I hope to brainstorm with a name generation workshop to come up with a logical name for the brand that can be self explanatory as well as deep and meaningful.
In my research, I found numerous fashion labels with similar branding styles,VOGUE, ZARA, GUESS, BVLGARI, Dior. All brands have no use of colour and use serif typefaces in their word marks. Each brand, a part from one, also had their word mark completely capitalised, with the typeface standing tall and narrow, as if to make a statement. So that I don’t blend in to the generic fashion industry, I plan to contradict these industry standards. I notice that all of these brands are missing the use of colour, lowercase, spacing and even illustrations/icons. My aim is to utilise these design processes to stand out in the industry and gain a target market. These brands have a target market of generation x and baby boomers with a high salary income to afford these brands. I plan to target these age groups, however set in the future where the world will be more developed to climate change.
My thought process and activity showing how my mind worked at the time to pick a name and connect the inner meanings of both. ​​​​​​​
Source: The Times, 2014

Slugs are one of the most under-appreciated organisms in our ecosystem, (Jones, 2019). I tied this ideology back into how slow fashion is under-appreciated in the fashion industry. Fast fashion, being the cheaper and faster alternative, seems to be the resort for most major companies in modern society to make a profit in this economy. To complete the full circle, shoes are what we need to cover our feet when touching the Earth, and are in eye-height of the under-appreciated slug. This is my way of coming down to their level and showing them they are needed and appreciated by society, no matter how much of a pest people may deem them to be.
Source: Eggbank, Unsplash
At the advice of my tutor and the rest of the other students in my weekly tutorial, I want to get my shoes created in a third world country to give back to the local economies of these countries. This will be a method of “community trade” however the resources will be sourced in Australia through H&M’s textile recycling scheme and sent over to these countries for the local communities to use to create them. This will not only be a cost effective method, but it will be providing careers and economical income to small communities and countries that need the money most.
The shoes will all have a standard functional design, ranging in 4 different types; slide ons, full ankle lace up, standard lace up, and boots. However the textile design will be constantly changing since the textiles are provided through the recycling scheme back home in Australia. 

The designs will act as ‘limited edition’, meaning once it’s gone, it’s really gone and may not return since we will not always have the same textile to use. Once the textile is applied to the shoe, a stamp with our logo will be placed on the outside of each shoe (left foot, left side and Right foot, right side). The icon will also be stamped on the back of the heel in the shoe with the same metallic finish. 
The stamps will be a metallic finish for an eye-catching effect, hopefully starting a ripple effect of people buying the shoes and investing in high quality for community trade. This will keep our customers keen and excited to see a new release of shoes and give our brand a respectful reputation of being unique and ethical.
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