awareness

The world you want

How do you choose it?

The world you want is the one you have already chosen.

Do you know how? Through your purchases. Through the things you buy: food, clothes, objects and furniture… How much you consume and how you consume.

This is how you vote: you do it with your wallet. And you do it without even thinking because it’s the conditioned reflex of unaware humans.

Indeed, you have already chosen the world you want. And your style shows it. In fact, fashion is just one piece of the big puzzle.

Your favourite world surrounds us: overconsumption, huge quantity over quality, and human rights violated.

So enjoy it! It’s here! Enjoy your world!
Are you happy with it?

Unless you see things from a different viewpoint. Which is a possibility, indeed.
So, you are generous enough to care about the impact of your actions. And to see that this thoughtless and out of control lifestyle is taking us to self-destruction.

Because we – humans – are responsible for climate change.
The recent heatwave and droughts are tangible responses to our reckless actions.

Are you sure you want to vote for this world?
Are you still ok with it?

Or do you want to change?

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Awareness, sustainability and style

How they are connected

Awareness, sustainability and style are somehow 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. Indeed, 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. In fact, the attention to this topic is so huge. The sense of caring stands out. But let’s dig deeper into what happens for real.

Sustainable brands

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.
But 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. By the way, 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.

And so, creating awareness through style we can understand more about sustainability.

Now 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.

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