sustainability

‘Overconsumption = Extinction’

Overproduction is devastating our culture, and it’s directly connected to the way we consume. Indeed we discussed this topic in many of our previous posts. We recognize that it’s deeply rooted in our social context.

October 5, Louvre Art Gallery. When the Louis Vuitton fashion show started, an activist broke in, carrying a sign reading:
“Overconsumption = Extinction.”

The protestor represented ‘Amis de la Terre France’, ‘Youth for Climate’ and ‘Extinction Rebellion’. She marched down the runway along with the models until a security guard forced her to leave.

Overproduction protest at Louis Vuitton show
Photo credit: Amis De La Terre FR

The reason for the protest? It was stated on the banner clearly.
Why LVMH? It’s understandable since LVMH is a luxury conglomerate. So to say, a profit-oriented corporation.

It’s known that corporations make profits by exploiting the market, squeezing the lemon to the max.

Luxury conglomerates & overproduction

Overproduction is the way corporations thrive. They run ever faster, renewing the range of products nonstop. Doesn’t it sound familiar with the market of mobile phones too? And in order to be able to sell all the tons of goods they produce, they push people to consume more and more – to the point of brainwashing them by playing with marketing tricks.

This protest went on after a pandemic, precisely during a fashion week in which some shifts were awaited. Even more, ‘rewiring fashion’ seemed a subject so dear to many major industry players.

If not radical changes, at least, we expected to see a little sign. Despite this, the only news was the protester disrupting a fashion show.

Is there another way to do fashion? As to do business in general?
Of course. But, it’s not mainstream. Also, two more facts are striking: first, people talk – a lot – but still buy fast fashion. Second, none talks about the impact of technology, which perhaps sells more than fashion.

What we consume and how we consume makes the difference. Obviously, it’s not related to fashion only. It’s about all industries. It’s a matter of lifestyle.

Shifting your habits is the only way to avoid extinction. Hear the protest if you care enough for the future!

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Awakening

Awakening means developing your consciousness – ethical and social – in order to become a better human.

Awakening is an intentional choice. Indeed, it is the act of opening our eyes and realizing what happens inside and around us. Once we understand the reality, the damage we have done to other people and our environment, awakening comes along.

Therefore, we become aware that doing without thinking about consequences or, in other words, acting without a long-term ethical vision is not a worthy choice.

Awakening takes our eyes to see, our brain to think and pay attention, freeing our conscience to emerge. For instance, we reach a higher level of consciousness by reading books, essays or newsletters. Following thoughtful leaders. Interacting and sharing ideas in a community. Perhaps we could list other ways, but honestly, meditation is not our field of knowledge.

Ultimately, awakening is free.
You can pay someone to turn on the light for you, but then the process is yours. And no one can do it for you.

How does it all connect to fashion? Believe us, it does. Fashion as a reflection of our society is part of a system based on exploitation. Part of the world is living at the expense of others and the planet.

The awakening’s result is that we are not satisfied with this system anymore. We cannot take it as it is. Therefore, we want to bring a change.

How do we do it?

We do it by offering you a thoughtful selection. By intentionally taking fewer items. What we really need. Unique pieces. By not adapting to fashion rules anymore but being active agents of change. By bringing in our own vision and values. More is not the answer. Instead, less but better and more ethical choices.

How do fashion brands do it?
Smaller productions – higher quality – shorter and adequately paid working chain. No sales but real balanced value. No modern slavery to serve fast fashion.

How do you do it?
Consume less. Choose wisely.

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The modern migration

Modern migration from big cities to small villages is the key to sustainability and happiness.

Transformed by the pandemic wake-up call, we decided to spend our August holidays back at our roots. A tiny small village in the Basilicata region – South Italy – immersed in nature and silence. Cows’ mooing, dogs barking, or the wind was the only sound.

Travelling in the middle of the night along the woods, we met a family of porcupines who was crossing the road, spines standing on end. Such a marvel! We promptly stopped the car to enjoy the unique show that nature offered us. We let them cross, caught in the headlights.
A scene impressed in our memory.

How different life is in small countryside villages! Healthier, for sure. You reclaim the value of time, space. You don’t feel trapped like in a city apartment. However big it is, it’s cement anyway. And you realise that in exchange for fewer services, perhaps you enjoy real life.

Reading the news, it seems that the migration from big cities to the countryside has already started, as a tangible effect of the pandemic. Indeed, the idea of a slow and sustainable lifestyle flows so naturally into this context, followed by a different way of dressing – which we will explore deeper – and decorating our places.
Surely, a way of living our life in tune with nature.

It has proven that economic growth and environmental impact are directly connected. What we used to call climate change is now a climate emergency. Therefore, in order to reduce our impact on nature, we have no other choice than to change our lifestyle.

To this end, modern migration to the countryside is an opportunity. Our needs have changed, big cities aren’t the answer anymore. We need more nature.

Therefore, we are envisioning a future where people repopulate small villages, giving them a new life. Intensive mass growing leaves space for smaller communities, all interconnected so as to support each other.

Finally, we can use progress and the web not to prevail or exploit but to genuinely and deeply connect.

With this in mind, we can be part of the solution and not part of the problem.

That’s the lifestyle for modern humans.

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The cultural element

This is when you go to an event dedicated to sustainability, and one of the first things you hear is a journalist stating that we cannot consume less!

“During the pandemic, we saw what happened, everything stopped. It’s clear that we cannot consume less.”

We looked at each other perplexed: “Are we in the right place?”
If this is the viewpoint of someone invited as a speaker to discuss sustainability, imagine the thoughts of the average consumer.

We could not engage with those people over there, but we take the opportunity to explain our thoughts here.
In fact, we do believe the opposite is quite evident.

Consuming less is one of the most effective ways to save our planet.

Sustainability, consumption and capitalism

It is necessary to find a new economic model to replace capitalism, which has been revealed to be outdated and unsuccessful. Exponential growth is absolutely inconceivable and even harmful now.

Although a new economic model is a fundamental step, we cannot wait, arms crossed, for something to happen.
Sooner or later, the gods of economics and politics will come out with a brilliant idea, a valid substitute. At least, we hope they will.

But in the meantime, maintaining a sustainable level of consumption is crucial. To become aware of what we consume and how we consume must be at the core of our actions.

When it comes to changing the way we live, eat, travel, or shop, culture plays a central role.

Culture comes through education. In the past, we had the excuse that sources, books, and information weren’t accessible. Now we can find whatever we need.

Knowing more about environmental issues and climate change. Discovering more about ethical work and production modes. Understanding materials, craftsmanship, quality.

Educating ourselves to become conscious consumers is what we can actively do to enhance our lifestyle and change for the better.

It’s about improving our well-being rather than accumulating things and money with the outcome of waste and exploitation.

Learning more is free, and often it just takes a click!

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Awareness, sustainability and style

How they are connected

Awareness, sustainability and style are somehow 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. Indeed, 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. In fact, the attention to this topic is so huge. The sense of caring stands out. But let’s dig deeper into what happens for real.

Sustainable brands

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.
But 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. By the way, 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.

And so, creating awareness through style we can understand more about sustainability.

Now 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.

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