Waste, And Why We Waste

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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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The Benefit Of Being Different

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How diverging from the norm opens new possibilities


What if we consider being different more valuable than being better than the others?
Let’s focus our attention on worth rather than popularity. The actions we take, the choices we make, the interactions we exchange–and even the things we buy–are all influenced by value. In all this, value is the key.

“Is it worthy?” – This is the question we need to ask.

Conforming to the standards is not what we want. Fashion, beauty, learning, lifestyle standards and all the ideas of the majority, are not for us. There’s a lot of appearance in that, but little value.

People live as if being part of the majority is the cool way to be. Indeed, they talk like others, dress like others, eat what’s popular. Perhaps they don’t have to think that much doing so, conforming requires less thought and less effort, giving them a sense of belonging and protection.

But, the sense of belonging can also be found in smaller communities. In fact, like-minded people can connect to share their vision of the world, which doesn’t necessarily have to align with the majority.

Consider that being different offers its own sense of beauty. A rare object, just like a rare person, is valuable because it’s scarce, uncommon. And it doesn’t need to be like the others. Standardization is not what we are looking for. Little treasures, that’s what we want.

As our beloved Virginia Woolf has pointed out:

“Large groups of people are never responsible for what they do.”

Taking a different path is not easy; it takes courage. But, choosing to be your unique self and holding yourself accountable is a powerful act.

Responsible fashion means holding ourselves accountable for what happens in the short and long run. It is a conscious choice, serving our eventually awakened collective soul.

The key difference is that being better is a matter of ego, being different is a matter of the heart.

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Conscious Buying: A Sustainable Choice

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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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What If I Don’t Have Money?

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Redefining style on a budget: exploring smart choices beyond fast fashion


What if I don’t have money? This is a question we are asked frequently, from young people and those who don’t have much money to buy quality clothes but want to change their lifestyle by cutting out fast fashion. What can they do? What are the options?

This is a topic we have explored and discussed many times with our community. We are aware of the reality, the tough times we are experiencing all over the world. In fact, we are all in the same boat, so we must find solutions together. Uplifting the lifestyle of our community is a crucial step.

First of all, we believe it is a matter of educating ourselves to consume differently, a conscious choice on our part. And there are things we can do, perhaps requiring a little creativity.

No money, but plenty of style


When we were young, we used to transform our clothes. For instance, we used to take a pair of denim jeans and unseam the legs. Then, give them the shape of a maxi skirt with a front or back slit, and resew. Same procedure for the short skirt version.
Grandma’s white linen slip-dress worn with a belt and a nice cardi became a summer dress. Don’t forget vintage ties. They can be cool belts. Training yourself to see and wear items in a different context is just a game of fantasy and style. So, open your family closets and play!

Vintage pieces are the perfect timeless choice. Investing in some good vintage pieces should be on top of your list. We just want to clarify what we mean by vintage: clothes coming from past years or decades. When we see second-hand fast fashion clothes sold as vintage on some resell platforms, we cry. That is not vintage! Vintage has a quality that lasts for decades, that’s not what fast-fashion can offer.

How to build a timeless wardrobe


This is our advice to avoid the look of a character who jumped out of Grease. We would suggest buying only two new quality pieces, one top – one bottom, and mix them with the vintage garments. In this way, your outfits will be modern and unique.
Timeless quality items will stay with you for a very long time. If you can, just add two more the following season and keep on mixing the new ones with the vintage. The ability to mix, by the way, is the fun side of fashion and the true essence of style.

So, replying to question: What if I don’t have money? Instead of eating up whatever brands make with the sole intention of encouraging overconsumption, we can use a little creativity to update our clothes. Give them a new life and mix them in fresh ways. So you can renew your wardrobe even with a limited budget.

We are grateful for the quality of our interactions that keep the discussion alive. Thank you, community!

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Masculine & Feminine

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Exploring the boundaries of style and the culture behind it


Style plays around the concepts of masculine & feminine. However, the line between them isn’t always well-defined, allowing them to blend and creating more space for freedom and creativity.

Fashion & gender


When selecting items for our boutique, we’ve always kept an eye on men’s clothing. We love picking up men’s items to mix in. In fact, we adore the duality of the masculine-feminine style. Additionally, limiting clothes by gender feels a bit too restrictive for us.

If you were young during the ’80s and ’90s, and your favourite designer was Jean Paul Gaultier–a true creative genius–you would later realise that you had seen everything possible in fashion and life. Forget the fast-fashion era; that was a wonderful time! Creativity was at its peak, and that unforgettable energy created iconic moments in fashion history.
All the concepts now popular in fashion were launched by Gaultier about 40 or 50 years ago. He was ahead of his time, with a unique attitude–definitely a genius!

We can say he was changing culture through fashion.

Masculine, feminine and gender-fluid fashion


Gaultier was the first to introduce diversity and inclusion, laying the groundwork for a gender-fluid fashion. On his catwalks, we saw everything–men wearing skirts, women in oversized suits, and a celebration of different body shapes. ‘Love yourself as you are and play with clothes’ sounded so beautiful to us.
Gaultier’s fashion has shaped our vision to a point that now, everything feels like it’s already been seen. Perhaps he took us to another planet, one made of love, acceptance and play.

Perhaps fashion evolved faster than society’s ability to adapt to the changes.

“Too much comfort is not good for creation.” One of his brilliant quotes invites us to reflect on the specific moment we are living.

Discomfort plays a role in creativity. We must remember it.

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