The FEIT against fast fashion

  • Footwear
  • Fashion

Enter FEIT [fight] - a modern day cobbler launched as an aggressive reaction to the mass-produced, synthetic state of footwear. FEIT founders Josh and Tull Price talk attacking the status quo, aging beautifully and reducing their footprint along the way.

What is slow fashion and why is it important?

Josh Price: Our prior experience in the footwear industry exposed us to the mass-production model that focuses primarily on profit and disregards the impact a never-ending drive for profit has on the world. This shaped the way we wanted to go about making our products and running our business.

What are the benefits of slow fashion, for the consumer and the environment?  

Josh Price: Ultimately a better-quality product that will last the test of time, will age beautifully, which can be repaired and even recycled. The benefits to the environment mainly result from harm reduction, doing little to no damage if possible, such as not using toxic materials that take hundreds of years to breakdown 

How does FEIT incorporate slow fashion into its manufacturing processes?  

Tull Price: After fifteen years, with nearly fifty people worldwide, FEIT are leading the world in handmade footwear production. Sustaining the artform is a major part of our ethos: all FEIT shoes are made in small quantities from start to finish by one master craftsman who signs and dates each box after it is complete.  

Making shoes by hand allows us to build our footwear from natural materials without the use of harsh chemicals or artificial treatments. Our vegetable-dyed leather is supple, breathable, and naturally odor-resistant; each pair of shoes is designed to age gracefully and develop a unique patina with wear.  

What role does MY FEIT play in the slow fashion model?  

Tull Price: MY FEIT is a circular program providing post-purchase Care, Repair, and Donation services designed to increase the depth and integrity of every FEIT footwear product. This increases the lifespan of the product as it includes lifetime repair warranty, complimentary cleaning, conditioning, and restoration services and the ability to donate any unused FEIT products for credit towards future purchases.

In the information age with so much noise and green washing, how do we as consumers begin to make slow, sustainable fashion choices?

Josh Price: Do some research and ask questions. Those that are making things in a sustainable manner will be able to answer your questions if the information is not readily available. If they can't, then they aren't.  

The evolution of slow fashion continues, with heightened awareness of a more conscious way of living. How have you seen the fashion industry evolve and how has COVID had an impact? 

Josh Price: Difficult times, be they personal or global, lead us to focus more on what is important to us. Hopefully this includes the planet at large and means that we focus less on things that are disposable and meaningless. 

FEIT’s Melbourne flagship store is now open at 80 Collins from Tuesday - Saturday between 11am - 5pm.