Slow Fashion: 7 principles for Amoode
How AMOODE work with Slow Fashion in a Fast World?
In a world that continues to move faster, the fashion industry has followed the same direction. Collections change quickly, trends shift, and clothing is often made to be replaced rather than worn over time.
But there is another way of working.
At amoode, founded by designer Anne Mette Bjerre Hansen, the approach is simple: made to fit your mood. It’s about slowing things down, focusing on craftsmanship, and working from a set of principles that guide how each piece is made.
These are the seven “Responsible Principles” that shape the way AMOODE works with slow fashion.
1. The Beauty of Deadstock
The starting point is often the material.
AMOODE works with deadstock fabrics — materials that have already been produced but not used. These are often sourced from Portuguese mills and can be leftover production, developments, or discontinued variations.
Working this way means using what already exists, rather than producing new materials unnecessarily.
2. EU-Based Production
All styles are produced in Portugal, in small ateliers.
Keeping production within the EU allows for closer collaboration and better insight into how garments are made. It also creates a more direct connection between design and production.
3. Limited Numbers
AMOODE produces garments in limited quantities.
Most styles are made in small runs, depending on the available fabric. This reduces overproduction and means that each piece is only available in a limited number.
When the material is gone, that version is not repeated.
4. Designed to Last: No Seasons, No Sales
AMOODE does not follow traditional fashion seasons.
Instead of designing for short cycles, the focus is on creating pieces that can be worn over time. The aim is not constant renewal, but long-term use — both in quality and in expression.
5. Natural Fibres & High Quality
Material choice plays an important role.
AMOODE prioritises natural fibres and fabrics with structure and durability. These materials are chosen for how they feel to wear and how they perform over time.
6. Fewer Sizes, Better Fit
Rather than offering a wide size range, AMOODE works with fewer sizes and more flexible silhouettes.
This simplifies production and allows for garments that adapt to different bodies through fit and proportion.
7. Transparency: Greenwashing vs. Greenhushing
The conversation around fashion and responsibility can be complex.
AMOODE aims to be transparent about how products are made — from materials to production — without overstating or simplifying the process.
It’s not about being perfect, but about being clear.
Choosing a Slower Path
Slow fashion is not about doing everything differently at once.
It’s about making more considered choices over time — both as a brand and as a customer. Choosing fewer pieces, using them more, and understanding where they come from.
Anne Mette Bjerre Hansen continues to develop AMOODE step by step, with a focus on creating clothing that is made to be worn and used.
Explore the collection and learn more about AMOODE →
