Fast fashion is not really about speed; it is about selling more goods and making more money. Time is just one of the factors of production along with labour, capital and natural resources that get juggled and squeezed in the pursuit of maximum profits. But fast is not free. Short lead times and cheap garments are only made possible by the exploitation of labour and natural resources. Yet it doesn’t have to be this way. We can design ourselves a different system that makes money and also respects the rights of workers and the environment and at the same time produces beautiful and conscientious garments.