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Slow Fashion - The future of shopping is Conscious

At Lilly & Main we believe conscious consumption is the only way forward. 

Continuing with our series on the different points that allow your purchases to have a positive impact, we want to concentrate today on producing small quantities and minimising waste.

Did you know that an estimated £140 million (around 350.000 tonnes) of clothes goes into landfill each year in the UK? (source: the waste charity Wrap). We are in the midst of a pandemic, and what it has shown us is that we need to change the way we consume and put a stop to the mass-production.
After all, how many tops, trousers or dresses do we really need? Our closets are overfilled with items that we will never wear or only once or twice. And this is due to the way the fashion industry works, over producing and over selling. 

We need to break that cycle. Our planet needs us to change.

Here at Lilly & Main, all of our brands follow the slow fashion principles of producing in small quantities, to avoid waste and overstock. By purchasing from them you are helping that shift, you are telling the fast fashion companies that they need to change. In the words of the Fashion Revolution organisation: 'Your wallet is your weapon'!

Below is a (non-exhaustive) selection of some of our brands that follow these principles. Happy reading!


Created by by Sara Kristine, Another Jewel is based on the dream of creating something special made for everyone. Made only with recycled materials, every beautifully crafted items are handmade by herself, in a slow fashioned style in her home studio in Copenhagen. The idea is to create perfectly imperfect minimal pieces for an individual style where no two pieces would be the same. Sara wants every customer to feel that the jewellery was specially made for them.


Cat Turner's collection is all about bringing you those easy holiday capsule wardrobe pieces. T
hat timeless, classic and chic style - perfectly suited to the contemporary women with its versatility and flattering lines. Cat mostly produces on a "made to order" basis, with all pieces beautifully and ethically made in London, with carefully selected fabrics.


Founded as an alternative for women wanting a versatile and refined wardrobe without compromising on ethics, GAIA steps away from current trends and fast fashion and opts instead for enduring style, creating adaptable and functional pieces to be worn and loved for seasons to come. 
The brand only produces in small quantities to minimise waste. All the collections are designed and made by hand in their UK studio.


HIIT LIKE A GIRL produces ethically made activewear for women who care as much about the planet as they do getting fit and strong. Most of her items are customisable and follow a 'made to order' principle. 


Juliet Herrera has developed a revolutionary brand with trademarked designs, that flatter the body of women and reinvent classics wardrobe essentials. To minimise waste Juliet Herrera buys small quantity of fabric and produces limited pieces. As part of her commitment to the circular economy, she designs with longevity in mind and an ambition for the garments to remain in perpetual cycles of use and reuse. Her partnership with ReGain offers recycling opportunities to all customers.  


Sofia's designs are classic, elegant and inspired by shapes and colours from various cultures around the globe. In the spirit of sustainability and slow fashion, she only works on a 'made to order' basis, allowing her to only produce what is truly necessary. This also ensures that each piece is made specifically for the client, allowing them to choose their size and making sure it is fitted perfectly to the individual wearer. 


Vanesa Vinhas' creations are inspired by her love of clothes that are elegant, chic and comfortable. She offers a small collection of high quality and beautifully designed items, and works directly with small manufacturers in Portugal and London, who create small batches of high quality clothes, avoiding unnecessary overproduction.

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