Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion

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. Additionally, the green-feminine stereotype not only hinders male consumers' adoption of ecofriendly products but also poses cultural obstacles for male slow fashion entrepreneurs. By example of the Ecuadorian slow fashion company Remu Apparel, this article investigates how male entrepreneurs craft alternative masculinities through both personal and marketing narratives with the intent to mobilize the adoption of slow fashion and to overcome the aforementioned stereo-type by reframing hegemonic masculinity. Interviews with the company's found-ers indicate that the causal fast fashion business model is recognized as harmful and unsustainable; consequently, a sustainability-oriented, effectual, slow fashion business approach is implemented, which opposes the globalized hegemonic business system and concurrently challenges and reframes traditional masculin-ity. Through respect for natural growth, intermittent compromises and career as self-discovery, an alternative, reflective masculinity is crafted and enshrined in Remu's business objectives. A visual content analysis indicates that social media tools are used to promote and stabilize the image of this alternative masculinity. The findings highlight avenues to mobilize slow fashion adoption within entre-preneurial networks and how sustainable, ecofriendly fashion can be promoted among male consumers.

Automated summary

This study explores how male fashion entrepreneurs craft alternative masculinities through personal and marketing narratives to promote the adoption of slow fashion and overcome cultural obstacles represented by the green-feminine stereotype. These entrepreneurs recognize the harmful and unsustainable nature of the fast fashion business model, opting instead for a sustainable, effective slow fashion business approach that challenges and reframes traditional male masculinity. Social media tools are utilized to promote this alternative masculinity.