Consumption habits & sustainability: are we missing the point?

Between consumerism & lifestyle choices


The conversation about having responsible consumption habits seems to get wider attention. Of course, not the central role it should have, becoming the heart of every serious discussion. But, at least, there is a growing interest in this matter.

The impact of consumerism  

More people acknowledge that our actions have an impact on the planet. Specifically, our mindless consumerist culture is causing irreversible climate and ecological breakdown. And irreversibility is a fact we cannot ignore.

However, what leaves us quite perplexed is the idea of splitting consumption habits into multiple areas. Indeed we see sustainable fashion, sustainable tourism, organic food, and so on. On the one hand, segmenting helps to tackle the issue field by field. But on the other hand, it brings along a certain inconsistency.

Sustainable consumption habits: are we missing the point?

First, communication tells us that consuming green-labelled products will solve the issue. Second, you can consume sustainable products in your favourite segment and get away with it. For instance, you can purchase sustainable fashion garments but care less about wasting food.
There’s no logic in that!

Shifting our behaviour towards healthier consumption habits is a lifestyle choice. So, it regards every product we purchase and any experience.

Therefore, we can promote sustainable fashion, tourism, furniture, and food. Automobiles and technology. But to make our behaviour effective, sustainability must embrace all our individual choices. We need to develop a conscious behaviour towards life. 

The line that separates sustainability and greenwashing is very subtle. Our lifestyle doesn’t become sustainable because we buy more green products. We can make products with eco-friendly materials, but still, we will impact the environment. 

We will reduce our impact on the planet only if we consume less. Much less. And it’s a lifestyle matter. Taking a sustainable approach means stopping what we were doing!

And so, are you ready to change your consumption habits?

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Mulesing free: what does it mean?

And why should fashion care about it?

Mulesing is a cruel practice used in merino sheep farms. Actually, it’s a word we weren’t familiar with. But we realise that addressing fashion that respects people, nature, and animals requires much attention.

While placing our Fall/Winter 22-23 orders, we looked through the Plantation 1982 line sheet to pick our favourite clothes. And so, we had the chance to read about this technique.

“The merino wool used for this pullover is mulesing-free, to help improve animal welfare.” – so the line sheet said.
One of the reasons why we particularly appreciate Japanese brands like Plantation is that they provide detailed information not only about the design but the material, too. Indeed, they explain why the designing team selected a specific fabric highlighting all the characteristics.

After reading about this particular merino wool, we researched a bit and discovered a horrendous way of getting this material from sheep.

mulesing free merino wool


Mulesing: what is it?

Especially in Australia and Asia, sheep are bred to have wrinkly skin to get more wool per animal. But the wrinkles retain urine and moisture, attracting more parasites that can eat the sheep alive. To prevent this kind of parasitic infection, ranchers perform “mulesing.” They force the sheep onto their backs, block their legs and rip off the skin from the backsides without any painkiller.

This mutilating practice is brutal torture! So we must stop it and find other ways to get the wool.

What is the alternative?

The good news is that the solution already exists: mulesing-free wool. It is a careful shearing practice which respects animal welfare. Therefore the sheep do not undergo any mutilation or antiparasitic treatment harmful to the animal, operators and final customers who get in contact with the wool.

No mulesing: responsible fashion

Fashion designers are responsible for finding respectful ways of making their garments. They must hold themselves accountable for how they conceive and produce their clothing. And find alternative ethical approaches for the fashion industry.

Perhaps we cannot grant sustainability – no one really can! Even those who wave the eco/green buzzwords. But we do our best to select specific quality materials and meaningful garments. And so, fashion in respect of people, the planet and animals.

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The Merino Wool Sweater

Fashion in respect of the nature

Today we introduce The Merino Wool Sweater by Plantation 1982.

This garment combines a minimal design with top-quality wool obtained from a more careful procedure called mulesing-free. It is a new technique that respects animal welfare. In fact, mulesing is a horrendous shearing practice that we will treat more in detail soon.

Discover the Fall/Winter Merino sweater

About the design
It is a round neck long-sleeved knit pullover which makes the most of the comfort of the material. Asymmetric hemline with two side slits. Loose body, so you can wear it alone or layered. The design is minimal but stylish. Also, it is a wholegarment: a seam-free knitwear technique which provides a three-dimensional seam construction. Indeed without stitchings, the knitwear flows more naturally and offers superior comfort and fit.

Merino Wool Sweater
The Merino Wool Sweater – Plantation 1982

About the material
100% Merino wool. The Plantation designing team has selected mulesing-free wool from France, a technique gentle on sheep. It is a merino wool that is pasture-raised in the great outdoors of France and has a very low production volume. It has better bulkiness and moisture retention than conventional merino wool and is light and warm. Modified ribbed knitting with holes makes it even lighter. Inserting other rib patterns into the knitted fabric provides a grainy final result.

About the colour
Forest green: an easy-to-match evocative winter hue. We opted for dark green as a love statement for nature.

Styling tips
The Merino Wool Sweater is a minimal but stylish winter pullover. A timeless piece of excellent quality. Since it has a loose body, you can wear it alone or layered over a shirt or turtleneck inner-wear. If you are chilly, the layering style is the best solution.

We ship everywhere!

We are based in Milano, but we ship our niche fashion selection #formodernhumans everywhere.

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. We’d love to help!

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News from the fashion industry

What’s going on in fashion?

Reading the latest news from the fashion industry sounds like an earthquake is happening. And what a week!

A brief fashion news recap

Alessandro Michele is exiting Gucci. Honestly, we aren’t sad about it. The Maison and its new designer, whoever will be, will face a tough challenge to clean up the circus he made. And bring back the heritage and historical relevance of the brand.

Balenciaga: another brand that has intentionally killed its heritage to undertake a nonsensical path. Moreover, the brand released one of the most disturbing advertising campaigns to launch their plush bags. Children holding bondage teddy bear bags somehow connected to paedophilia is a disgusting message. Not only sexualising kids is horrendous. But it is a clear sign of a lack of ideas. By the way, we could live without plush bags these days!

Raf Simons is shutting his namesake brand, maybe to focus on Prada. Even though he is a great designer, there is something we miss. Since he started his co-designing collaboration with Prada, the Balenciagitis phenomenon has affected his vision. Indeed, exaggerated jackets reminded Balenciaga so much that they seemed borrowed from their fashion show! Consequently, Prada stopped being copied and started copying instead.

Where is fashion heading?

So, where is fashion heading? A reflection on this topic is necessary. Can the fashion industry evolve from its current state of confusion?

The pandemic was a game changer, but big groups ignored it. Indeed, they thought they could keep up with their pattern: overproduction and making a lot of money. But it seems that provocations and logoed items aren’t enough to survive.

This is fashion in the hands of finance: a blob of mass products. Items covered with logos, taken to the extreme and pretty ignorant. Also, designers lost their crucial role, and marketing experts took their place.

However, we cannot ignore the meaning of the latest news from the fashion industry: reality has dramatically changed, and a new path is needed. Therefore, if brands don’t bring about new ideas, marketing experts will sell their logoed items on another planet!

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Black Friday? Buy nothing!

Why say no to Black Friday

Here we go again: Black Friday is back, and we urge you to buy nothing! Yes, we are still at this point. That is where the matter rests: filling up the world with rubbish products.
Even though our economic system failed, and the effects are visible, most people ignore it. And they do not realise we cannot suffer the consequence of mindless shopping behaviours anymore.

Black Friday: the chain system

Manufacturers increase the production of poor-quality goods. Retailers, in turn, order more of them in order to satisfy their customers’ compulsive desire for novelties.
Indeed, that is capitalism: overproduction, which leads to unnecessary overconsumption. And all this happens by exploiting workers and the planet. In other words, those who pay the true cost of these heavy discounts with no fair wages, tons of waste, gas emissions and pollution.

buy nothing

Why should we care?

The point is this: we failed the 1.5-degree target for carbon emission. One of the biggest reasons is that we consume too much. How is it not clear yet? So we have only one possibility: to reduce our consumption drastically. And look, that is what sustainable consumption means! It’s not just about purchasing sustainable products but reducing the goods we buy, consume and throw away.

What can we do? Buy nothing!

Eventually, excessive consumerism is destroying the world. And massive sales aren’t consistent with a thoughtful lifestyle. So we need to get rid of this toxic culture. You know what? No change will ever come from corporations or governments. The system won’t change. But we can change and educate ourselves. Because with our ideas and wallet, we promote the world we want. Also, lower turnovers would be the only language corporations would listen to.

Modern humans are conscious consumers. “Less stuff, more meaning” is our guiding principle. Use this day to spend time with your family or your beloved ones. Read books, more books! Listen to music! But do not contribute to a system that leads to destruction.

What can you do? Buy nothing!

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