Why We Advocate for Slow Fashion in the Era of Same-Day Delivery (India’s Sustainable Clothing Shift)

Why We Advocate for Slow Fashion in the Era of Same-Day Delivery (India’s Sustainable Clothing Shift)

One of the primary concerns that many of our customers have is the delivery timeline for their orders.

Hi, when will the product be shipped?
Do you guys do same-day delivery?
Can I get it by tomorrow?
All fair questions.

We understand. All of us get excited to receive our products as soon as possible after placing the order (check out our bestsellers). Instant gratification has fueled millions of dollars into setting up the 10-minute hyperlocal delivery ecosystem and same-day delivery services that we see across India today, regardless of their second-order effects on sustainability and consumption.

At Turn1, however, we do things slightly differently. For most orders, we don’t (and can’t) guarantee deliveries within one or two days simply because of our small size and the way we operate as a made-to-order clothing brand in India (we receive your order ⇒ we start processing it).
Second, we prioritise quality consistency, sustainable production, and customer satisfaction with our premium apparel more than the quickest delivery.

This doesn’t mean we delay orders at our end — not at all. We want you to receive your product on time. As per our stated policy (refer to our shipping policy here), we process orders in small batches, and typically it takes 3–4 days for a product to be printed, go through quality checks, and be ready for shipping. After that, it takes another few days for delivery (typically 2–5 depending upon your pincode). On average, for major cities in India, you can expect your order to reach you within 7 days.

Curious about our latest designs? Explore new drops collection.

While it’s reasonable to expect same-day delivery from large D2C fashion brands in India who operate with ready-made inventories of mass-produced products, our operating model is not the same. Advocating for a slower, more thoughtful process may seem counterintuitive in the fast-moving world of motorsports and Formula 1-inspired apparel, but hear me out.

Mass production almost always leads to increased waste, going firmly against sustainable fashion practices. Fast fashion is notoriously infamous for this, and it’s not without reason. Buyer tastes change frequently in the fashion industry. What worked last year may not work this year. If we pre-produce a lot based on today’s trends, they might go unsold ⇒ leading to excess inventory and textile waste.

So we produce for you only after you place your order — for your specific colour, for your specific size. This made-to-order t-shirt model means the product may be delivered to you a few days later, but the process ensures that we don’t mass produce designs that might never find a buyer. This is exactly why you’ll never find flash sales on unsold inventory or clearance stock on Turn1.

As we are a very small team, processing in small batches helps us maintain strict quality control across sourcing, production, and packaging. We are able to check each piece individually before shipping, precisely because we are small. If we were to mass-produce t-shirts at scale, it would put added pressure on vendors and the quality inspection process might take a hit — something we are not willing to compromise on. Explore our full range of F1-inspired t-shirts here.

We believe delivering thoughtful designs, premium quality clothing, and sustainable apparel in India is a bigger priority for us right now than accelerating delivery timelines. We may introduce express delivery options for some popular products in select cities in the future, but that’s for later.

We hope and believe that as part of the Turn1 community, you will understand our approach to slow fashion and conscious consumption, and can wait a little bit longer for your favourite products. For special requests, you can always reach out to us — we’re just a call or text away. After all, when Formula 1 itself is moving towards greater sustainability in motor racing, we fans should do too :)

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