What is it about?

The prevalent business model of fast fashion has received widespread criticism for being antithetical to sustainability. Therefore, many Gen-Y fashion entrepreneurs routinely base their business models on principles of sustainability. Ecuadorian slow fashion apparel brand Remu crafts alternative masculinities through both personal and marketing narratives with the intent to mobilize the adoption of slow fashion and to overcome the green-feminine stereotype by reframing hegemonic masculinity.

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Why is it important?

The marketing communications, inspired by the founders' entrepreneurial journey, emphasize respect for natural growth and highlight career as a means to self-discovery; they craft an alternative, reflective masculinity the tenets of which are enshrined in Remu’s business objectives. Social media tools promote and stabilize the image of this alternative masculinity. The findings highlight avenues to mobilize slow fashion adoption within entrepreneurial networks and how sustainable, ecofriendly fashion can be promoted among male consumers.


Hearing the founders' stories during the interviews with José Chiriboga, Felipe Gabela, and Juan Xavier Teran was inspiring and I hope other fashion entrepreneurs will be similarly inspired to promote eco-friendly slow fashion.

Attila Pohlmann
Universidad San Francisco de Quito

Read the Original

This page is a summary of: Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion, Critical Studies in Men’s Fashion, October 2021, Intellect,
DOI: 10.1386/csmf_00042_1.
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