Thus slow is about a shift from quantity to quality. In melding the slow movement’s ideas with the global clothing industry, we build a new vision for fashion in the era of sustainability: where pleasure and fashion is linked with awareness and responsibility. Slow fashion is all about choice, information, cultural diversity and identity. Yet perhaps most critically, it is also about balance. It is about recognising that slow fashion is a combination of rapid imaginative change and symbolic (fashion) expression as well as material durability, quality making and long-term engaging products. Slow fashion supports our psychological needs (to form identity, communicate with others, be creative through our clothes) as well as our material needs (to keep warm and protect us from extremes of climate).