Exploring the interconnection between conscious living, sustainable choices, and timeless style
Awareness, sustainability and style are deeply interconnected.
Creating awareness through style is the way we pursue sustainability and make a change. When you become self-aware, you dress in a specific way and pay attention to what you buy, and how you act. Indeed, through your style, you communicate a message.
Although we mainly refer to fashion, this concept applies to any field that involves design: technology, furniture, lighting, pottery, architecture, art and all aspects of our lifestyle.
You may have seen that sustainable brands are now blooming everywhere, so much that you have the impression of living in a wonderful world. A world of positive change. In fact, the attention to this topic is immense. The sense of caring stands out. But let’s dig deeper into what happens for real.
Awareness through style: understanding sustainability
The majority of sustainable brands launch their new projects simply to match the current marketing demands. Without that magic label, they wouldn’t sell or gain attention. But there’s no regulation governing this matter. And even if some certificates are provided by the suppliers, it’s easy to imagine how that could be exploited.
Anyhow, by selecting only one eco-friendly material, they enter the universe of sustainable brands. For sure, someone will applaud them. In fact, the game is so easy that it’s worth giving it a try.
The result is a brand labelled as sustainable that, to be honest, is anything but sustainable. It’s the umpteenth brand on a market that’s overcrowded, overpopulated, an almost exploding panorama.
And so, by creating awareness through style, we can gain a deeper understanding of sustainability.
Now let’s be clear: the best way for a brand with poor design, no meaningful concept, or added value to be sustainable is simply not to exist. That’s it.
Please, don’t do it. Please, don’t create another brand. We don’t need more brands; we need better ones.