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Learning from Depeche Mode

17 July, 2023 / Leave a Comment

What the iconic band can teach us about style

Do you know there’s a lot we can learn from Depeche Mode? We went to see them live on July 14, Memento Mori World Tour. It was amazing! The sound was perfect, so all the fans could really enjoy each song. And it seems unbelievable we started listening to their music in the ’80s when we were at school, and we never stopped. Because they always made great music! That electro-dark, refined goth, intense and melancholic. Inspired to life and which describes humans’ experiences with unique melodies.

The tribute to Andrew Fletcher, the band member who died in May 2022, was particularly moving. However, the whole concert was extraordinary, soulful, song by song. We loved it!

By the way, the Milano concert was sold-out. And the day before it, the band released two more Milano dates for 2024, which probably are sold out, too. So, there’s something we can learn from them.

“We’ve been that band that nobody understood. Then we’ve been the band that everybody tried to imitate, and suddenly we were the band that everybody says, ‘oh we were influenced by.'”
Dave Gahan

What can we learn from Depeche Mode?

“It’s a competitive world” but Depeche Mode became an iconic synth-pop band. So, how did they do it?
First, passion: they started doing what they liked, the music they enjoyed and kept on with that. Even if people didn’t believe they would survive the first years or criticised them.
The most important lesson is about creativity, consistency, and style. Specifically, the band built a very strong identity, precise captivating sound and image, from clothes to haircuts – always recognisable. In fact, they have never changed to fit the current trends. Therefore, another lesson is the ability to evolve, as they did over forty years while being true to themselves.

Over time they engaged with a specific audience who loved – and still loves – their sound. Not with everyone. No tricks to get other genres involved. Their music is for those who resonate with it.
No marketing tricks, no fluff. Just timeless music and style.

Indeed, there’s a lot we learn from Depeche Mode. They did their way.
So, find the place you are ok with.

“My cosmos is mine”

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Summer style

14 July, 2023 / Leave a Comment

Fashion and lifestyle #formodernhumans

Summer style for mainstream fashion communication means purchasing many cheap clothing: dresses, t-shirts, swimsuits. Lowest price possible. “Because, you know, it’s cheap! So I can throw it away quickly.” Of course, these people blindly contribute to generating tons of waste, but they don’t seem to care.

However, from the perspective of “buy less, buy better” – which is our viewpoint – summer style is about wearing the same clothes, just styled differently. You don’t have to buy more. In fact, you need the right pieces only.

That is the point of choosing meaningful garments. It’s a matter of value. Take quality, not quantity. Clothes that last for decades and are never out of place. Indeed, they represent an understated elegance with a contemporary sense of style. Just change the shoes and accessories, and you adapt them to your current occasion.

For instance, take The Mesh Poncho by Meagratia. In town, you can wear it over a T-shirt or a dress. But at the beach, you can wear it over a swimsuit during the day or a pair of shorts or a maxi skirt for the evening. The material is soft cotton that feels good on your skin and falls beautifully on your body. Moreover, it’s a piece that offers multiple style options.

For your summer style, we would love to show you our niche selection of meaningful garments handpicked from international designers who have something to say in the fashion panorama. Uniqueness, far away from mass production.

Drop us an email or WhatsApp and we’ll help you choose the best pieces for you.

International Shipping available!

We are based in Milano but ship our niche fashion selection #formodernhumans everywhere. In order to provide unicity and a sustainable approach, our selection offers a limited number of pieces.

Treat yourself today! ❤️

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Customer criticism

12 July, 2023 / Leave a Comment

Niche fashion selection and clients’ expectations

As a fashion boutique, throughout our almost 18 years of independent activity, we’ve been open to feedback and customer criticism. Although we do our work conscientiously, there is always room for improvement.

Since we started this new path trying to bring forward our vision of fashion within the means of our planet, limiting as much as possible our impact, we went straight to the essential. Which means cleaning up a lot and reducing our selection to worthy garments only. In fact, we don’t need more. We need less, much less, but better quality.

So, it became even more important to listen to different viewpoints. Feedbacks and constructive criticism are always welcome.

Customer criticism on a limited selection

But sometimes, criticism revolves around the number of items selected. For instance: “Don’t always show that bag, otherwise people may think you have only a few items.” – said a client commenting on an Instagram post. Of course, it means she expected to see a broader selection.

“That’s right” – we replied. It was an intentional choice. In fact, we aren’t a fashion supermarket. We love hunting niche fashion pieces which are not for all. Most importantly, we think the fashion industry needs to change, and so does the way people consume clothing and not only that. It’s a matter of lifestyle and consumption habits in general. Our planet is melting, and we cannot afford fake marketing claims. We need immediate action.

Niche fashion #formodernhumans

A niche fashion selection might not be for you. But how can we stop promoting overconsumption if we still select endless choices of clothing and accessories? It would be impossible. Though niche fashion is not for everyone, more is not the answer. However, that comment made us understand that not everyone is open to change. As they do not see any problem. And do not even understand good design. So our selection might not be for them.

How do we respond to customer criticism about our precise selection and a limited number of items?

Rather than tons of garbage fashion or tasteless sustainable products, we need real fashion items: a good design and high quality. Made by creative individuals who know what they are doing, not by marketers. That’s it.

Being extremely selective, buying what really makes sense only. In limited quantity. That is what we do.

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Net zero fashion

10 July, 2023 / Leave a Comment

Greenwashing from the top down

Net zero fashion is one of the latest buzzwords in sustainability. But can we trust those who promote their garments with this label?

We know that green eco-whatever labels have flooded the fashion industry, like any other activity related to selling products or services. The food industry was probably the first to launch organic products, which, by itself, means nothing. See the video here. Also, according to Fondazione Veronesi, the differences between organic and non-organic food are few and negligible.

After the food industry, it was time for fashion, furniture and now, sustainable tourism, all of which sound like enormous bullshit.

Net zero fashion according to the UN

Take the UN playbook on “Sustainable Fashion Communication.” Though the basic principle, fighting overconsumption, is valuable, we didn’t like the fact they mention some fashion brands. It seems like they take for granted that these brands are doing great work in terms of sustainability while they are perfectly aware that there is zero control!

For instance, the UN playbook mentions Allbirds.
“Footwear brand Allbirds developed a life cycle assessment (LCA) tool to estimate the cradle-to-grave carbon footprint of its products.”
“Allbirds then took it a step further in 2023 announcing what it refers to as the world’s first net zero carbon shoe.”
At some point, a line that says: “According to the company’s assessment, on average, a pair of Allbirds shoes has a footprint of 7.12 kg CO2e.”

That “according to the company” sounds really weird! Even more, coming from the UN! They better avoid mentioning any fashion brand…

Net zero fashion according to Business of Fashion

By the way, a few days later, a newsletter from the Business of Fashion got our attention. It was about Allbirds and the launch of their new sneakers. We quote B.O.F:

“By focusing on materials that draw down more carbon than they emit and lowering transport and manufacturing impact as much as possible, the brand says it has succeeded in designing ‘the world’s first net zero-carbon shoe.’ But the basis of such calculations for the industry is fraught. Fashion’s environmental impact data is notoriously poor and accepted standards for carbon accounting are still evolving, meaning net-zero product claims are testing new ground.”

Net zero according to science

So what? The UN released the playbook to help spread sustainable fashion communication, but they did not do a great job. It seems like they are greenwashing from the top down.

Since there is no control, it is not serious to mention fashion brands at all. Also, since the UN says “lead with science” – on this point, we totally agree! So, here is what the climate scientist Kevin Anderson says about net zero:

“Net Zero is a real dangerous turn in my view, and if you hear the language of net zero, I’d be very cautious about the optimism of the person who’s saying it actually has. Unpick it, reveal what’s behind it, and you’ll realise what they mean, and what they mean is NOT zero emissions, not net zero, not zero emissions.
I always say ‘net zero’ is Latin for ‘kick the can down the road.”
Kevin Anderson

Lead with science UN, and reveal what’s behind net zero fashion!

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Stop sales!

7 July, 2023 / Leave a Comment

Things that matter #formodernhumans

In order to promote a healthier consumption pattern, we need to stop end-of-season sales. In fact, sales, in general, are a short-sighted strategy that triggers compulsive behaviour and perpetrates a toxic productive system.

Fighting unsustainable consumption and production patterns is part of the new guidelines the UN released recently. The fashion industry contributed directly and significantly to the triple planetary climate change crisis, nature and biodiversity loss, pollution and waste.

This is what really matters! But changing consumption habits takes immediate action.

So, the purpose is to eradicate overconsumption. Therefore, we address high markdowns as an element of a money-driven system that has generated a devastating environmental impact. But first, we need to understand how the system works. Then, we find solutions.

How the fashion system works:

Brands ask for budgets (minimum amount or quantity) from retailers. Usually, these budgets increase season after season.
Because of this practice, retailers buy way more than they can sell. So, they generate overstock.
This overstock, in turn, leads to a higher retail price. That is because a high quantity of merchandise gets sold during end-of-season sales. And higher prices during the season covers partially this loss.
Because of this overstock, retailers apply frequent promotions, markdowns and sales in order to induce clients to purchase more.

It’s a vicious cycle where everything is connected. Consumption and production go hand in hand. So, we cannot fix one if we do not fix the other.

Stop Sales! How retailers can eradicate overconsumption:

reduced quantities of clothing and accessories ordered per season in store
avoiding overstock would allow equitable prices throughout the season
stop Black Fridays, promotions and sales
teach clients to buy less, much less, but only quality products. Clothing and accessories made to last over time. Also, teach them the value of their purchase.

Sales aren’t a sustainable strategy. The more you buy discounted items, the more brands flood the market with pointless products. And where are we heading with this behaviour? Read it here!

What consumers can do:

Don’t be part of the system that has generated the climate crisis. Try to change it instead.
Buy less, much less during the season. Take only quality garments you can match with the clothes you already have and that you can reuse.
Don’t buy trendy items, but choose a timeless aesthetic.
Quality, not quantity. And remember: good design doesn’t have an expiry date.

If you want to share your views or know more, comment here below or WhatsApp!

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