Awareness, sustainability and style. How they are connected.

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, how you act.
Through your style, you communicate a message.

We mainly refer to fashion, although this concept applies to any activity that involves design: technology, furniture, lighting, pottery, architecture, art and all layers 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. The attention to this topic is so huge. The sense of caring stands out. But let’s dig deeper into what happens for real.

The majority of sustainable brands start their new projects simply to match the current marketing requests. Perhaps they wouldn’t sell or get attention without that magic label.

There’s no regulation on this matter. And even if some certificates provided by the suppliers may exist, it’s easy to imagine what would happen.

Anyhow, by selecting only one eco-friendly material, they enter the universe of sustainable brands. For sure, someone will applaud them.
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 everything but sustainable. The umpteenth brand on the market, on an overcrowded, overpopulated, almost exploding panorama.

Let’s be clear, the best way of being sustainable for a brand that shows a poor design, and doesn’t communicate any concept or any added value, is not doing it. That’s it.

Please, don’t do it. We don’t need more brands. We need better brands.

Where do we find value?

In a world full of empty marketing claims, unclear production regulations and massive greenwashing, if you want to buy a product, it’s very hard to differentiate between what is worthy and what is not.

In this jungle, where do we find value?

First, we need to define value; Thoughtful design, fine quality standards expressed through good materials and skilled manufacturing, together with ethical production.
Respect for people and the planet is the essence of modern evolved worth.

That said, we are perfectly aware it’s complicated to identify it. Here and there in our globalized jungle, we can see some lights.

We find the real value in small artisanal brands that feature a creative approach mixed with skilled craftsmanship and the selection of extra-fine quality materials.
We find value in up and coming or unconventional designers who show a high dose of creativity and innovation but talk to a limited audience because people see nothing but famous brands.
A good rule of thumb says the higher worth usually resides in the less popular brands or products.
The brands that everyone recognizes are rarely the best.

Those elevated products target a niche that has become smaller and smaller because the mainstream offers cheap products or top brands. In full disclosure, the state of some top brands is nothing exciting.
Advertising is doing a good job creating automatons that don’t even raise their eyes, manifesting a minimum level of curiosity.

Although we cannot imagine a world made of sublime products only, the opposite trend is tangible so far. If we analyze the state of culture, we can see that lowering the bar is the main trend. In fact, culture is not in good shape at all.

On the other hand, some individuals are different, never stopped reading or searching for unique things. They still think for themselves.
Being out of the mainstream, maybe people like us cannot invert the trend, not in the short run, at least. But, we should join and raise our voices in support of value because it’s time to stop celebrating mediocrity.

If we cannot invert the trend, we can still make a difference.

Waste, and why we waste

“Waste isn’t waste until we waste it” – Will I Am.

This quote perfectly resonates with us, not only because of the deeper level of consciousness recent events have brought. We have always paid attention to reducing waste as much as possible.
Writing on the backside of printed sheets, not using plastic coffee cups, refilling our water bottles, limiting the quantity of paper used for packaging. These are only some of our actions to reduce the waste we produce. Perhaps now we take this matter even more seriously since the damage we have caused to the environment is visible.

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 a great lifestyle pattern and taken over our lives. Completely ignoring 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 given a sense of comfort, we avoid thinking, is not a good sign.

By the way, walking through our journey, we acknowledge our mistakes. Our eyes are open, so we want to change for the better.

Whether fashion waste or any other waste, consciousness reflects itself on many levels and layers.
First of all, please stop wasting food! Then, whenever you are tired of something, consider other options before tossing it.

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.

The benefit of being different

What if we consider being different more valuable than being better than the others?
Let’s focus our attention on worth rather than on popularity. The actions we take, the choices we make, the interactions we exchange. The things we buy. 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 there’s no value.

People live as if being part of the majority is the cool way to be. They talk like the others, dress like the others, eat what’s popular. Perhaps they don’t have to think that much, and it gives them a sense of belonging and protection.

But, the sense of belonging can be satisfied in smaller communities. Like-minded people can connect to share their vision of the world.

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 other ones. 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 own unique person and hold 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 touching point is that being better is a matter of ego, being different is a matter of the heart.

Conscious buying, a sustainable choice

Among crowds of people eager to go back to normal, some individuals are quite perplexed by what this means. Whatever that normal was for you, consider connecting it with all the troubles we went through this past year.

For those who have connected the dots, the picture is clear. Going back to that normal is not a possibility. 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. Perhaps we could go for one year without buying new clothes. But, even if it makes sense, the side effect would be tragic. Consider all the people that work in manufacturing to bring food to their tables.
We need to find the balance.

Promoting conscious buying is a byproduct of our evolved attitude. “Shop now!” is far away from our new vision. And, there is an urgency to think rather than to buy. As modern humans, we realise that even our shopping patterns need to change. And from the moment you connect the dots, you naturally make a different choice.

In fashion, what are the bullet points for conscious buying?
The premise is that consciousness relates to being aware of both the environment as well as one’s self. “Well-being” includes having respect for the planet and ourselves as individuals. It is about feeling better and being 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.
• the packaging must be minimal.
• less marketing, more critical thinking and thoughtful consumption.

Some of those concepts you can apply as general shopping rules, not only for fashion items. Having a critical approach is fundamental. 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.

We see that going back to normal is dangerous. We can look around perplexed but, in the end, we know that we are not alone.

Small communities can make change possible.

What if I don’t have money?

There 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, 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 know about the reality, the tough times we are experiencing all over the world. Also, we are all in the same boat, so we have to 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, which perhaps require a little creativity.


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. Vintage ties are 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 used fast fashion clothes sold as vintage on some resell platforms, we cry. That is not vintage! Vintage has a quality that lasts for decades.


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. 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.

Instead of eating up whatever brands make with the sole intention of making us overconsume, by using a little creativity we can update our clothes. Give them a new life and mix them in a new way. We can renew our wardrobe even with a limited budget.

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

Masculine – Feminine

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

If you were young during the ’80 / ’90, and your favourite designer was Jean Paul Gaultier, later on along your path, you will realize you have seen everything possible in fashion and life too. Forget the fast-fashion era, that was a wonderful time! Creativity was at its peak, unforgettable energy creating iconic moments in fashion history.
All the concepts now popular in fashion were conceived by Gaultier about 40 or 50 years ago. He was living ahead of his time, had a unique attitude, definitely a genius.
We can say he was changing culture by making fashion.


Gaultier has been the first to bring in diversity and inclusion, laying the groundwork for a gender-fluid fashion. On his catwalks, we saw everything, men wearing skirts, women in oversized suits, different body shapes. Love yourself as you are and play with clothes, sounded so beautiful to us.
Gaultier’s fashion has fed our vision to a point that now, everything seems already seen. Perhaps he brought us to another planet made of love, acceptance and play.
Maybe fashion evolved faster than society’s capability 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.

Less stuff, more meaning

Passing through the storm of the pandemic, we had the feeling that many brands had lost their grip, their meaning while a few others have been able to keep consistent work, somehow surviving the impact. Not because their message is new, but because, perhaps 30 years ago, they dared to propose a different viewpoint. By the way, that is the power of innovation, not everyone gets the message immediately. It takes a while, even decades.

So many garments now seem to be part of an old world and aren’t appropriate anymore. Some others carried on their codes, values, as they are still modern, versatile and never out-of-place.
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.

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

Evolution vs revolution

The Italian economist Guido Maria Brera released an interview to a daily newspaper which provided another piece, a fundamental block, that perfectly completes the picture of a broken system.

“With globalization, the weaker classes gave in to the masochistic exchange of their rights for cheap goods. Fashion, household appliances, mobile phones became affordable and gave the illusion of well-being. In the meantime, homes, education and healthcare are becoming less accessible. The result is dramatic: rights, hardly won, bartered for goods.” – Brera said.

Cheap goods have distorted the economy. Issues aren’t confined to one industry only, indeed the whole system is corrupted.

Reflecting on Brera’s words, the need for a change stands out. We thought it was just a matter of evolving, that natural process which is part of human beings’ growth. In other words, we simply needed to move to the next level of making improvements.

But a system that is collapsing, completely broken, perhaps doesn’t need to be revised. If we just put a patch on it, we will not find a good solution. Because of common sense, we are feeding dinosaurs that have lost their purpose. It’s impossible to find new ways if we follow old patterns. Once we understand this, the next step to take gets more clear. Now we must challenge what we take for granted.

We do not need evolution. We need a revolution.
Reset and reinvent everything from scratch:
education – economy – work – fashion – lifestyle.
Everything!

New beauty standards

In our evolving process to become better humans, we are actively searching for a more meaningful lifestyle. Thinking about new beauty standards, expressing elegance in harmony with nature and getting rid of unhealthy beliefs are all things we need to do.

For so long we have been brainwashed to accept plastic dolls with ultra-white teeth as a beauty ideal. Ultra-white teeth do not even exist in nature, not to mention doughnut lips. How could we believe these were human features?
Are we sure that we look younger or beautiful by lifting our face or plumping our lips? And, if we want to eliminate plastic from the world, why do we put it into our bodies?

We are human beings, getting old is part of our nature. We should accept it and live it positively. Real beauty is a direct reflection of self-acceptance, well being, and respect and love for oneself. But, there is a huge difference between taking care of oneself and become the plastic version of a human.
If we look around, we are surrounded by aliens shaped by plastic surgery, and they all look exactly alike. Our faces lost expressiveness.
As a reaction to that, the body-positive movement tells us to accept ourselves as we are, which is obviously the right attitude.

At long last, we acknowledged that beauty is diverse and ageless. Different body shapes, or freckles, diastema and so on aren’t defects but details that make us unique.
The truth is that we’ve had a rather schizophrenic attitude to beauty standards. First, we believed in plastic dolls, the fakeness par-excellence. Then, we pushed self-acceptance to the extreme. Promoting excessively overweight bodies as a wellness model is quite scary.
While accepting oneself is a fundamental block in our growth process, selling unhealthy models as a new positive normal is dangerous.
We tend to go from one extreme to the other instead of finding the balance.

The Romans used to say “in medio stat virtus” – virtue resides in the mean.
It’s time to follow the advice.