sustainability

Sale Season! The Status Quo Never Dies

Reading Time: 2 minutes

Why we keep buying into it


We’ve entered the sale season and the entire industry–sustainability advocates included, has jumped into hard-discounting mode.

While it’s understandable that Covid impacted the market, leaving high inventories, it seems clear that the status quo wins.
The push to leave things as they are, sticking to the usual patterns of production and sales, is stronger than the will to change.

The interests of the industry players are intentionally focused on maintaining the status quo. And the game is well-known: massive overproduction that corresponds to an omnipresent, gigantic distribution.

In order to sustain this system, mark-ups have gotten higher and higher.

Even those who launched “Rewiring fashion” did it following an outdated pattern, simply postponing delivery dates or sale seasons. Is that the solution? Really?

Perhaps this means that nothing has to change. Covid was not a lesson to learn but just an obstacle along the path. Rather than learning the lesson and changing strategy, they would prefer to sell all the stocked goods to any alien species. And maybe exploit a whole galaxy too.

Producing goods for the sale season


Producing goods to be sold during the sale season is the blind strategy of a sick market system. A short-term solution that offloads all the costs onto workers–creating new slaves–and exploiting the planet.

If sustainability includes ethical work–giving a proper wage to those who make our clothes, then sales, as they are, are not sustainable.

Prices are often inflated from the start to account for expected sale seasons. No sales means more realistic prices throughout the season, and therefore, more affordable items.

We hope to see industry players in the fashion field coming together  to find new strategies to avoid sales. By connecting and collaborating, they can add value to products and establish a viable, long-term strategy.

Furthermore, if they all claim to support sustainability, they should also take action to make it a reality.

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Awareness, Sustainability And Style

Reading Time: 2 minutes

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.

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Waste, And Why We Waste

Reading Time: 2 minutes

Understanding the impact of overconsumption and the quest for sustainability


“Waste isn’t waste until we waste it.”

Will I Am


This quote deeply resonates with us, not only because of the heightened awareness recent events have brought. But also because we have always been committed to reducing waste as much as possible.
Writing on the backside of printed sheets, avoiding plastic coffee cups, refilling our water bottles, and limiting the quantity of paper used for packaging are just a few of the steps we’ve taken to minimize the waste we produce. Perhaps now, we approach this issue with even more urgency, as the environmental damage we’ve caused is becoming increasingly visible.

The waste culture


But, digging deeper, where does our wastefulness come from? When did we start wasting so much?

Waste is the ignorant byproduct of an over-consumerist society. From the 1950s, little by little, overconsumption has been promoted as an ideal lifestyle, infiltrating our habits and shaping our culture—while completely disregarding the consequences. “Consume like there’s no tomorrow” is the motto. And, if we go on like this, there will be no tomorrow!

The fact that masses can be easily manipulated is quite scary. The fact that offered a sense of comfort, we avoid thinking altogether, is even more troubling.

By the way, along our journey, we’ve come to acknowledge our mistakes. With open eyes, we are committed to changing for the better.

Whether fashion waste or any other kind, consciousness manifets on many levels and layers.
First and foremost, stop wasting food! Then, whenever you grow tired of something, explore other options before throwing it away.

Even in the case of fashion, please don’t throw away clothes you don’t want anymore.


There are ways to reduce fashion waste:

. choose quality, it lasts longer.
. wash in lower temperatures, so clothes will not get damaged.
. repair when possible.
. donate to charity.
. some shops collect items to recycle.
. resell if you want, there are many resell platforms.

We have options available, so how much waste is up to us.

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Conscious Buying: A Sustainable Choice

Reading Time: 2 minutes

Investing in quality, not quantity


Conscious buying is how we refuse to go back to normal–it’s our sustainable choice.

Among crowds of people eager to go back to normal, some individuals are deeply perplexed by what that really means. Whatever ‘normal’ was for you, consider linking it with all the struggles we endured this past year.

For those who have connected the dots, the picture is clear. Going back to that normal is not a possibility. In fact, we are showing up every day with the intent of reaching a higher level of consciousness and helping others to do so.

The intention is not to stop purchasing items altogether. For instance, we could go a year without buying new clothes. But, even though it makes sense, the side effect could be tragic. Consider all the people that work in manufacturing to bring food to their tables. Certainly, we need to find balance.

Promoting conscious buying is a byproduct of our evolved attitude. “Shop now!” is far away from our new vision. Above all, there is an urgency to think before we buy. As modern humans, we realise that even our shopping habits need to change. And once you start connecting the dots, making a different choice becomes a natural decision.

Conscious buying in fashion


In fashion, what are the bullet points for conscious buying?
The premise is that consciousness involves being aware of both the environment as well as one’s self. “Well-being” encompasses respect for the planet and honouring ourselves as individuals. It is about feeling better and striving to be the best humans we can be.

These are the actions we can take when we buy clothes:

• choose a good design, it stands out forever.
• look for quality fabrics, they are made to last.
• invest in well-made items.
• choose fit over size, a size number will not define you.
• support honest productions that take social responsibilities.
• packaging must be minimal.
• less marketing, more critical thinking and thoughtful consumption.

Some of those concepts can be applied as general shopping rules, not just for fashion items. However, maintaining a critical approach is fundamental. For instance, do we need tons of paper for packaging? No!

“Vision is the art of seeing what is invisible to others”

we like this quote from Jonathan Swift.

In conclusion, we believe that going back to normal is dangerous. And we may look around perplexed but, in the end, we know that we are not alone.

Small communities can make change possible!

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Less Stuff, More Meaning

Reading Time: < 1 minute

An evolved essence of style: beyond trends, toward identity and purpose


Passing through the storm of the pandemic, we had the feeling that many brands had lost their grip, their meaning while a few others were able to sustain consistent work, somehow surviving the impact. Not because their message was new, but because, perhaps thirty years ago, they dared to propose a different viewpoint. By the way, that is the power of innovation, not everyone grasps the message immediately. It takes a time, sometimes even decades.

So many garments now feel like they belong to an old world, no longer appropriate. Some others, however, have carried forward their codes, values, as they are still modern, versatile and never out-of-place. They are effortlessly timeless.

In order to adapt to a new environment and to find a meaningful way to pursue our passion for design and fashion, we have to pay attention to select the right pieces—curating with intention, while clearing away the excess.

The new aesthetic develops around deeper concepts: timeless and comfortable silhouettes, soft textures, materials you love to feel on your skin. Fewer pieces, higher quality is what identifies a modern wardrobe.

Less stuff, more meaning is the evolved ethos #formodernhumans

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