Why Supporting Small Business Still Matters

Rethinking Fashion

In a world dominated by fast fashion giants like Zara and H&M, we dare you to pause and reconsider your next purchase. But why? What difference can a single decision really make in a world grappling with overconsumption and environmental crises?

The truth is, every purchase holds the potential to shift the narrative. When you choose to invest in a small, independent business or brand, you’re supporting a system rooted in ethical practices, smaller production scales, and higher-quality craftsmanship. Unlike fast fashion behemoths that churn out thousands of garments per minute, small businesses often create limited collections, driven by the constraints of their budgets. These smaller batches typically result in products that are thoughtfully designed, meticulously crafted, and far more unique than the mass-produced hoodie or jumper you might pick up at your nearest Bershka or Pull & Bear.

We’ve all been inundated with alarming headlines about the global climate crisis, and it’s hard to avoid images of overworked and underpaid garment workers in exploitative conditions—particularly those employed by brands like Shein. The sobering reality is that by choosing to divert your money away from these fast fashion titans, you’re actively voting against unethical practices and environmental degradation. Your choice to shop small is an act of resistance, a way to push back against the tide of waste and exploitation.

The fashion industry is one of the largest polluters in the world, responsible for about 10% of global carbon emissions and nearly 20% of wastewater production. Fast fashion, with its relentless drive for cheap, disposable clothing, exacerbates this problem. The average person now buys 60% more clothing than they did 20 years ago, but they keep items for only half as long. Meanwhile, countless garments end up in landfills or are incinerated, contributing further to environmental harm.

In contrast, supporting small businesses means embracing slower, more sustainable production cycles. It means valuing quality over quantity and connecting with creators who pour their passion and artistry into every piece. For small brands, every order is a celebration—a tangible reminder that their work matters. These businesses are run by artists, dreamers, and community builders who prioritize people and the planet over profit margins.

At Serpenti, we are proud to remain a 100% female-owned small business, sustained entirely by the love and support of the close-knit fashion community we’ve nurtured over the past few years. Every collection we create is deeply inspired by our Italian heritage and crafted with care, intention, and respect for the craft of fashion.

When you choose to shop small, you’re not just buying a product—you’re supporting a story, a dream, and a vision for a better future. You’re investing in a more ethical and sustainable fashion industry while building meaningful connections with the people behind the designs.

If you’ve read this far, chances are you’re already part of our beautiful community of thoughtful shoppers and supporters. We thank you from the bottom of our hearts for choosing to make a difference, one purchase at a time. Together, we can rewrite the narrative of fashion and create a world where beauty and integrity go hand in hand.

Un abbraccio forte,

Annie

Designer & Founder