sustainability

Dear sustainable brands: are you consistent?

Sustainable brands VS consistency

Dear sustainable brands, let’s make a point on consistency.

Consistency is fundamental for building trust, so it should be for sustainable brands. Also because they cover themselves with an ethical patina that makes them appear better than the others. But, on the contrary, it seems that these new ethical brands have a problem with it.

Their purpose is to make a change. But if so, it’s not clear why they still follow outdated systems. Or they try to reach success by partnering with channels that have nothing to do with sustainability.

The point on consistency

Sustainable brands must be consistent with their message.
Do you agree? So, the question is: do they want to make a change for real?
If that is their goal, why do they sell their low-impact ethically-made garments through retailers that collect almost every designer on planet earth?

Isn’t it a matter of consistency?
These retailers sell huge quantities of clothing and accessories. Therefore, their business isn’t sustainable. Even if they proudly show a sustainable section, as most of them do. Which makes you understand the power of marketing and the trick behind sustainability.

If consistency was a fundamental value for them, they would find other ways to sell their products. But they all dream of being sold by the same old big groups. And so, they want to change, but not really.

Sustainability is a promise no one can keep, but still, everyone wants to sell. Ethical marketing, if not supported by proper choices and actions, is just smoke in the eyes. In other words, it is greenwashing.

Dear sustainable brands, you cannot change the world by playing the old game. Forget the status quo if you want to change for real. If you are seriously committed, you need to craft a new strategy. You’ll change the world with new patterns, new rules, and a new language.

So, if you want to be trusted, change the system, not only your marketing!

Dear sustainable brands: are you consistent? Read More »

How products change

Changing fashion to change our culture

Products change when consumers’ tastes change. But given that consumption is all about cheap and disposable products, we are in big trouble.

The fashion industry was oriented toward a new direction to preserve the environment and people’s life. But the reality highlighted even more terrible consumption habits, as in the case of ultra-fast fashion we discussed in our previous post.

The combination of overproduction and overconsumption is the economic pattern that dominates the fashion industry. Also, it is the same as we see in any other field. Therefore, it is a cultural issue.
Consuming disposable products is a trend that has captivated young generations too. Indeed, accessible cheap products give the illusion of richness.

Mass culture is the commercialization of culture. So, making products for commercial purposes only. People are so involved in this extensive offer that there’s no escape from it. Or so it seems, at least.

But climate change is the issue we need to face, and it’s urgent.
And so, how do we change consumers’ tastes?

Change products: fashion and culture

Changing fashion means changing the culture.
Fashion makes products that portray our culture, revealing our society’s tastes. That means fashion tells what we consume.
In other words, changing what we consume involves changing fashion. And so, our culture.

The change starts with acknowledging the new needs and incorporating them into designing meaningful products for people who care.

As a boutique and insiders, we contribute by selecting only valuable garments and good design. And by presenting a different viewpoint for people like us, who do not recognize themselves in the mass trends.

Your choice, if you care, is evolving towards a conscious lifestyle aiming to change for the better. Or leave things the way they are, persisting with the blind exploitation of people and the planet.

In the end, you have two options: either you can play the game, or you can change it!

How products change Read More »

From fast to ultra-fast: a cultural regression

Is ultra-fashion what people learned from the pandemic?

From fast to ultra-fast fashion, we are witnessing a cultural regression in the fashion industry. And so, in our society. Something that makes you question the human ability to learn, especially in the face of such serious events we have lived in lately.

Forget the long-awaited thoughtful consumption habits! Started after the pandemic, this trend represents a sharp and clear setback.

To reduce its impact on the planet, the fashion industry was supposed to evolve, experimenting with new sustainable paths. The pandemic, which worked as a catalyst, highlighted this urgent matter.
Therefore, a more balanced structure and timing, shorter production chains, and healthier consumption habits seemed a conscious evolution to pursue. A need to change for the better.

The ultra fast growth

But unfortunately, the industry moved from fast fashion to ultra-fast fashion! And you know what? Consumers really loved it!
Astonishing! That is the biggest change trending everywhere.

Now with 5€, you can buy a dress. Of course, this new production trend is more polluting than fast fashion. But does anyone care? Even if it is more polluting, ultra-fast fashion has become very very popular.

Ultra-fast fashion and resale

At the same time, the resale of these extremely poor-quality items grows. But what is the point of reselling ultra-fast fashion garments? Reselling garments made with a zero concept of durability is just smoke and mirrors.

Indeed reselling garbage clothing that, if you are lucky, will survive the first laundry simply hides a push to overconsume. The industry makes higher productions of very cheap garments. And as a consequence, young and not-so-young purchase more and more pieces.

All of this has nothing to do with sustainability! So, when they say Gen Z prioritises sustainability, what are they talking about? And what do they mean by sustainability?

Ultra fast: the wrong answer

The problems we are witnessing will not be solved by making more things and consuming more!
But it seems very few people really care. Do you care?

From fast to ultra-fast: a cultural regression Read More »

Where is fashion heading?

To understand where fashion is heading, we should ask if the industry can change and evolve from its current state of confusion.

Some say fashion is back. Perhaps, those who say that refer to the possibility of showing new collections physically. Or, to the opportunity of wearing more elaborate outfits for special occasions and parties, eventually restarted after covid.

Where is the fashion industry heading?

But, among provocations and logoed items, finding new concepts is very difficult. Indeed, the offer goes from Balenciaga’s garbage bag to logos exposed everywhere. In other words, mass products, that’s all.
And if you want valuable garments because you don’t recognise yourself in that imagery, you have to dig a lot to find rarities.

Since fashion is an industry, like any other field, it tends to support big companies, meaning those who can invest money are trending.

where is fashion heading

Keeping an eye on international designers searching for niche garments, we do not see any real change. Brands struggle to adapt to the new post-pandemic reality, but no new proposals are released. Neither do they consider that if reality has changed, what they have done so far will not work anymore?

Fashion industry vs change

Nevertheless, the industry players insist on the old patterns. So, they all follow the same old rules, distribution scheme and dates. And the same production models. Also, the same discount policies! Whatever brought the fashion system’s implosion long before the pandemic.

A lack of vision is palpable, paired with the need to fit into a system even if that system doesn’t work. Therefore, nothing new can come out of that, not in design, manufacturing or selling strategies.

A lot of talks about sustainability, which you can translate into greenwashing. In the end, change stops at the conversations. About change, of course!

But change means dismantling, restarting, and experimenting. It takes courage and a lot of creativity. Also, there’s no guarantee of success.

Where is fashion heading? Read More »

The slow fashion context

Slow fashion needs to be placed into the context of a slow lifestyle to make sense of it. Out of that frame, this concept has no meaning.

Slow fashion & slow lifestyle

And so, slow fashion is not only about the act of making garments at the proper pace. Which, by the way, represents a significant shift toward sustainability. Most importantly, it is about living in the moment and enjoying it, which is the point of a slow lifestyle.

Therefore, it is not about the tons of things you buy or the many experiences you have. No hoarding: you choose quality over quantity. However, there’s no sense of deprivation in that. On the contrary, it’s a more conscious and intentional lifestyle.
Also, living in the moment means that if the weather is still warm, it makes sense to enjoy our light clothing. And it’s about purchasing what you need at a given time. Depending on where you live, of course.

Slow fashion

Slow fashion & slow lifestyle


In sunny weather, you wear lightweight clothes. But keeping in mind the possibility of a layering style, you will use light fabrics throughout the year. Indeed, you only need to add something over or underneath. Or both when it is too cold. Here it’s important to remember that it is not the thickness of the material that will keep you warm but the quality.

The slow mode

For us as a boutique, slow fashion also means starting with the new season when it makes sense. Not too early because there’s no point in doing that anymore. The vision of encouraging a frenzy shopping attitude doesn’t fit into the conscious approach for modern humans.

Therefore, we do not hurry. We selected some unique garments, and we’ll introduce new brands. So stay tuned!

In the meantime, contact us to check out our timeless selection. We’ll help you choose the perfect pieces for you: garments you’ll love to wear for a lifetime because of the unique design and softness of the fabrics.

The slow fashion context Read More »