sustainability

The Truth About Sustainability

Reading Time: 2 minutes

Green terms: no rules, just fluff!


Labelling products as sustainable is mainly a marketing trick, so let’s uncover the truth about sustainability. Although people believe that products marketed as sustainable are effectively so, the reality is much different. And when renowned experts in the field point it out clearly, we really appreciate it.

The Portas Pov is one of our favourite newsletters. The last one released was about sustainability and how tricky the topic is.
We quote it:

“But the reality is that, right here and now, there are no rules: no governance defining all those fluffy green terms. No legislation keeping businesses in check. So, all these words and phrases that the fashion world is co-opting with such success – sustainable, natural, “made from ocean plastics” – are, in large part, meaningless.”

The truth: sustainability or greenwashing?


So is it sustainability or greenwashing? A transparent message or a trick to sell more?

Indeed, there is no interruption with our previous post about a very timely and provocative show: “The end of the world.”

In fact, the story continues right on the same line where two main factors strive: first, the lack of responsibility. Whatever we do, we do not hold ourselves accountable. Like we could go on wasting, polluting, discarding, and then maybe move to another planet. Or, we just do not care about leaving an open-air landfill to our children. Enjoy life and leave them the troubles!
Second, our industrial society or an economic system known as capitalism. This, in other words, means constant growth based on unstoppable productions and rabid comption habits.

One factor is ingrained into the other: an eternal lack of responsibility coexists with a capitalistic society. And one supports the other.

Whatever the political side, governments will hardly have the capability to do something because those who move the pawns are the ones who own the money. They stay behind but will never change because they have no interest in doing it.

How to escape meaningless claims


Labelling products as sustainable will not change things. Indeed, these are just meaningless claims. If we want to be 100% sustainable, the truth is we should not produce a single new thing! Which is impossible.

Therefore, the best possibility is to change ourselves, our behaviour, our perspectives, and our lifestyle. Sticking to our values and our accountability is where our power resides.

Don’t buy into everything!

The Truth About Sustainability Read More »

The End Of The World Is Here!

Reading Time: 3 minutes

Ready to party?


The end of the world or the moment we have touched the point of no return is perceived differently. But these are facts, and we’re all invited to the party!

There are thoughts and ideas in the air that touch certain people, connecting and making them feel somehow similar. The environmental emergency is one of these. Indeed, a topic we have discussed many times, even before starting this blog.

And so, we were pleased to receive the invitation from Lab121 to the play “The end of the world” (script by Fabrizio Sinisi, directed by Claudio Autelli), staged at the Franco Parenti Theatre (Porta Romana district).

The end of the world!


It is the story of a contemporary Venice in a dystopic future in which, due to global warming, the lagunar city faces its last day before sinking. Well, call it a dystopic future if you wish!

The catastrophe weaves together the stories of the four characters, two brothers and two sisters. Luca, an actor (Umberto Terruso); Dora, his colleague and former fiancé (Alice Spisa); Diego (Angelo Tronca), Luca’s brother hospitalised in a mental institution; and Atena (Anahì Traversi), an environmental activist and partner of a tycoon and philanthropist.
So, in a game of brilliant intersections, global warming mirrors personal tragedies and vice-versa. And the narrative revolves around a party for the end of the world!

Indeed, the play triggers intense emotions and bitter laughter. It is a pondering on our lifestyle, a poignant, desecrating and, at times, irritating narrative on the lack of responsibility of the generations that preceded us. But ours too! People who have lived by ignoring what could have been the effect of their actions on the environment. Also, the show addresses the resistance to change in the industrialised world even when a catastrophe is tangible. Highlighting, in fact, the expression of an egoistic view, where people live avoiding any worries.

Of course, this show is totally aligns with all the posts we have written so far, even if it risks being annoying, boring or alarmist. And it aligns even with the new path that we have decided to take because of the pandemic: change. Change because life is about change, evolution, and growth. But what makes the difference is the moment you realise action is needed. Moving from words, or mere marketing, which are of little use, to tangible facts and actions.
Those little actions that, put together, can lead to something bigger.

Now the change is up to us!

Let’s celebrate!


“The Real has won
officially won
we can finally
stop fighting.
A possible catastrophe creates anxiety,
but a sure catastrophe, instead, creates joy.
Best wishes and congratulations “

Check the next dates here
And enjoy the end of the world!

The End Of The World Is Here! Read More »

The Rubber Band Eco Bag by ZUCCa

Reading Time: 2 minutes

Minimal & functional design #formodernhumans


Today we introduce The Rubber Band Eco Bag – by ZUCCa.

It is a pocketable eco bag with a minimal and functional design that will add a modern touch to your style. Although part of the Spring-Summer collection, it is a seasonless accessory. And you can carry it with you as your main handbag, when you want something lightweight, or as an extra bag.

Discover The Rubber Band Eco bag

About the design
There is a colour block rubber band with a logo in the centre, and if you fold it around the rubber and turn it over, it will become a compact pocketable size. When folded up, thanks to a carabiner hidden under the rubber band, you can hang it on other bags and carry it around. So you’ll have it always on hand when you need it.

The Rubber Band Eco Bag
The Rubber Band Eco Bag
by ZUCCa


About the material
This shopping bag is made from a recycled polyester fabric made from recycled PET bottles.

Perhaps by recycling, we will not save the world, but it is a good choice since we are surrounded by plastic. And so, giving new life and new forms to PET is just one of the possibilities we should implement to reduce our impact on the environment.

About the colour
We picked out three different combinations. There is a chic version in grey with a fluo light green rubber band. But there are also vivid colours such as yellow with a white rubber band and purple with a turquoise rubber band.

Sizes
H50 W30 D10
Big enough to carry an A4 size file.

Laundry
Hand washable, easy-care.
Wash by hand in cold water.

Eco tip: having with you an additional bag is a thoughtful strategy to avoid taking shoppers from retailers. So, you just use and reuse yours.

The Rubber Band Eco Bag is cool and practical. Also, this accessory can be a lovely gift.

Drop us a message for any further information. We’d love to assist you!

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Production Chains Impasse

Reading Time: 2 minutes

The urgency to make a change in a world at a standstill


Production chains have been disrupted first by the pandemic and second by the war in Ukraine. Which, unfortunately, doesn’t seem to have a short term solution.

Consequently, the question arises: how can we reorganise the production system to align with a more sustainable model?

The most striking reality is that the Western world relies on goods produced in countries where wages fall far below the threshold for a decent standard of living. That is a dead-end system: corporations will never renounce that magnificent cake which secures their profits. At the same time, everyone worldwide contributes to sustaining the system through overconsumption.

With a complete lack of vision, most companies hope to get back to normal soon, identifying that normal with the pre-pandemic and prewar structure. But the war and the new outbreak in China added more problems, further slowing raw material supplies and destroying markets. So it just got worse. While disrupting production chains, those catastrophic events are bringing in radical changes. And maybe, even those companies who prayed for “back to normal” will understand that life will never be the same, nor will production chains.

Production chains – What are the possibilities?


Small-sized companies offering local productions are more prone to change and more adaptable to new situations. On the contrary, big chains don’t have this ability to change and adapt quickly.
Artisanal should be the new normal, guided by the principle of going ahead with production only when there is a commitment to purchase. No overproduction.
Also, more focused production would give space to creativity, which is fundamental to conceiving meaningful products, goods made to last and worth buying.

Small, artisanal and creative are just some of the elements that provide a thoughtful and sustainable business model.

Of course, being creative means taking risks, so no one wants to do it because there’s no guarantee of success. But the catastrophic events we are witnessing tell us that we must change now.

In order to provide sustainable production chains, we need people leading the industries with innovative visions based on ethical principles.

Taking risks is part of the game. There’s no other way to make a change.

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Earth Day?

Reading Time: 2 minutes

Mass marketing, hashtags and behaviour


On April 22, while everyone proudly shared the hashtag Earth Day, the news said that in Europe, six million tons of garments end up in landfills every year. Yes, it’s not a good moment to read newspapers because whatever the field, humans are not shining for responsible behaviour.

Even if we feel very sad about that news, we are not surprised. Indeed one of our latest posts was about the lack of coherence in our society. And scrolling through our blog, you’ll find many other posts on this topic. On the one hand, people claim to care about sustainability, yet on the other, they buy fast fashion or any other cheap product. The habit is ‘consume and throw away’ quickly.

In general, sustainability sells, and if it’s greenwashing, it sells even more!

Earth Day & the culture of waste


This matter has to do with the ‘buy and toss’ culture launched, promoted and pushed by corporations. They did it intentionally by using persuasion and with the help of marketing. Yes, marketing can do magic! Furthermore, knowing they could count not only on the weakness of individuals but also on people who don’t read and don’t think at all.

This is the modern way of purchasing clothing which is also done via Instagram or TikTok. The cheapest ones are the most successful. “It’s cheap, I buy it, I’ll wear it once and throw it away!”
What if they will not wear it? They won’t feel guilty getting rid of it because it’s cheap. In fact, there are garments still with the price tag in landfills!

That is toxic behaviour that speakes volumes about the decadence of European culture. Our parents and grandparents used to buy a few quality clothes that lasted a lifetime, got repaired and passed on to the other family members. Now, people buy very cheap products made to auto destroy in the shortest time possible. And which, unfortunately, don’t disappear but instead compromise our environment.

If we do not refocus our culture, if we are not open to change, and put some effort into shifting our consumption habits, it’s better to avoid the hashtag to celebrate Earth Day.

Hashtags work for marketing but will not save the earth. Our actions will.

Earth Day? Read More »