Why should we invest in slow fashion? The answer lies in how garments endure over time. To illustrate this, consider a comparison between two coats: the Tacit Coat and a fast fashion alternative purchased by my husband.

Both were worn for a similar number of days this winter. His coat, from a well-regarded Japanese brand, was acquired at an irresistible sale price in Tokyo. While the brand is known for thoughtful design, the material’s wear over time was revealing.

The Tacit Coat, crafted from 100% virgin wool, developed a softer, more refined texture as the fibres relaxed—aging gracefully with a uniform texture. In contrast, the fast fashion coat exhibited significant pilling in high-friction areas, rapidly diminishing its initial elegance.

This isn't about bringing down other brands to uplift our own, but rather an opportunity to reflect on the long-term value of material choices. Investing in high-quality fibers does not merely extend a garment’s lifespan; it ensures that it continues to look and feel refined with wear.

When purchasing a coat, the decision extends beyond immediate warmth. It is an investment in a piece that will not only last but evolve beautifully alongside us, season after season.