Awareness, sustainability and style. How they are connected.

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, how you act.
Through your style, you communicate a message.

We mainly refer to fashion, although this concept applies to any activity that involves design: technology, furniture, lighting, pottery, architecture, art and all layers 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. The attention to this topic is so huge. The sense of caring stands out. But let’s dig deeper into what happens for real.

The majority of sustainable brands start their new projects simply to match the current marketing requests. Perhaps they wouldn’t sell or get attention without that magic label.

There’s no regulation on this matter. And even if some certificates provided by the suppliers may exist, it’s easy to imagine what would happen.

Anyhow, by selecting only one eco-friendly material, they enter the universe of sustainable brands. For sure, someone will applaud them.
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 everything but sustainable. The umpteenth brand on the market, on an overcrowded, overpopulated, almost exploding panorama.

Let’s be clear, the best way of being sustainable for a brand that shows a poor design, and doesn’t communicate any concept or any added value, is not doing it. That’s it.

Please, don’t do it. We don’t need more brands. We need better brands.