conscious fashion

The Conscious People Movement

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Fashion and beyond #formodernhumans


The conscious people movement, under the hashtag #formodernhumans brings together and inspires those who want to make a change. It starts with fashion, but goes beyond that—because style reflects who we are, and so does our lifestyle.

It’s about making a choice: one way or the other. Our thoughtless and short-sighted actions provoked climate change, and now extreme weather is a serious threat. Therefore, the idea that everything is fine and we can take whatever the industries try to sell is no longer valid- it’s dead. Fashion, food, technology, lifestyle, everything needs to be reevaluated.

In fact, outdated patterns, traditional economic models, and old ways of thinking and behaving are no longer sustainable. The systems that once served us are now contributing to the strain on our planet, and if we continue to follow these established paths, we risk further harm. It’s clear that change is necessary, and it must start with rethinking how we approach everything—from our daily choices to the global systems we depend on.

The choice: niche vs mass market


And so, the choice we face is clear: niche or mass market. Quality or quantity. Unique fashion and good design vs fast fashion. Timeless and reusable vs disposable. Conscious consumption vs overconsumption. Circularity vs waste. Also, ethical business vs exploitation and modern-day slavery. In other words, it’s Doughnut Economics—the groundbreaking work by economist Kate Raworth (a must-read!)—versus the outdated model of capitalism and the false promise of infinite growth.

The conscious people movement #formodernhumans


The Conscious People Movement #ForModernHumans fosters inspiration and drives meaningful change, championing niche over mass market. Conscious individuals make a bold and radical choice: less but better—that’s the starting point.

We care deeply about this cause, and we’ve made our choice.
Now it’s your turn.

It’s one way or the other!

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NO SALES: A Sustainable Act Of Consciousness

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What You can do to change for the better


It’s the second year of our NO SALES resolution: a sustainable act of consciousness. If you come across our activity by chance, you may discover now that we do not participate in sales or promotions anymore.

What is the reason?

The market is hyper-saturated, filled to the brim with disposable clothing. Heavy discounts and obsessive promotions are indicators of a sick system. In fact, they reflect an economy based on overproduction, compelling the relentless growth of fake needs. So, blind consumers are manipulated and induced to buy whatever products.

Sales are not a sustainable strategy


However, independent businesses or local and small activities cannot follow big corporations on this unhealthy plan. A system that exploits the environment and needs slavery to thrive.
Also, the retail price should take into account creativity, quality and labour. Therefore, fair wages for all the production chain.

Once we have realised the whole economic system is corrupted, we have decided not to conform to fashion standards anymore. And so, we have reduced the quantity we order every season. And by refining our selection, we opted for a capsule wardrobe focused only on meaningful garments.

Thsee are the guiding principles:

1- We don’t need quantity anymore
2- We choose quality and good design
3- We select items made to last
4- Fair wages for all the production chain

We are here to make something different, to change for the better. And to promote conscious fashion and slower consumption. If the status quo is what you still want to support, just look around–it’s everywhere. You don’t need us.

But if you have lost that frenzy and search for value instead, we are here for you. Uniqueness is our strength, you won’t find anyone dressed like you.

No Sales!


No sales represents a sustainable act of consciousness.
And it’s the ultimate sustainable economic model for a long-term approach that promotes creativity, quality, and fair wages.

It is time to stop conforming to a worldview that leads to destruction.

No sales mean less stuff, more meaning. It’s a radical and conscious lifestyle choice #formodernhumans

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The Slow Mode

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Welcoming the Spring/Summer 22 season


A choice of value
We take it slow, slow mode, moving at our own pace, with no rush to dive into the new Spring/ Summer season. Happy to finally touch with our hands what we ordered months ago digitally or in physical showrooms. Thrilled to show you the mix we’ve put together for you–which we hope you will enjoy. But we do not hurry; that sense of urgency is no longer part of the evolved dimension we’ve embraced.

A conscious approach is rooted in thoughtful actions, not in rushing. And this is a time in which pondering our actions–please, translate it also into thinking carefully about what we purchase–is at the base of everything.

Slow fashion: taking the time it deserves


Quality takes time
Bringing back the value of waiting is fundamental in order to regain standards of quality, and give a proper perspective. Fast is cheap, but there’s no quality nor value in that, just exploitation of human and natural resources. So we want to go back to the ‘tempo giusto.’ The proper time, what quality needs.

the slow mode - welcoming Spring/ Summer 22 season


The global industry is still ingrained in the status quo, not willing to change because by offering cheap products, they are sure they’ll sell them regardless of the side effects. Well, we don’t want to be part of that system.

During days of total uncertainty caused by the pandemic, we’ve been searching for consistency, good design, and quality. This is what we thought it made sense to offer.

Our fashion? The slow mode. We embrace slow fashion by adapting it to our evolving needs. If brands run fast, we do not. We bring in our visions and values instead. And we believe that suggesting you buy less, much less but better quality pieces is an effective way to reduce our impact on the planet.

So we don’t go where the wind goes, we go where value resides.

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Luxury Brands & Young Audience

Reading Time: 3 minutes

A new perspective on luxury brands selling to the wrong audience


It is understandable for a business to market their products and services to a specific audience. Rationally, a business has a niche, and they sell to those who will respond to that niche.

It is an entirely different story if a luxury business is promoting to an audience who is undeniably not in the chapter of their lives where the concept of ‘luxury’ is available to them.

Is their strategy from an angle of manipulation?


As many know, during the late adolescent years when the frontal lobe of the brain has not finished developing, the youth are still heavily prone to absorbing information that’s restricted to them. The frontal lobe of the brain is responsible for planning, organizing, initiating, self-awareness, and intensive decision making. 

As a result, all external stimuli easily influence adolescents. Because of this, many businesses, the luxury fashion industry being one of the most convincing, use their advertising, locations, storefront displays, and interior design to lure the young. 

They eventually purchase an overpriced item that fools them into believing they are a part of the glamor status in society. When in reality, they are living with their parents and trying to pass their statistics exams. 

Is their strategy from a logical perspective?


According to Eurostat Statistics Explained, young citizens living in the metropolitan cities of Western Europe get paid an average of 332-2257 euros per month. Considering the fact that a younger employee would typically get paid on the minimum scale, they barely make ends meet. Therefore, it would be irrational to assume that they have a surplus of funds to spend on luxury pieces every month since they are still concerned with food, transportation, and possible rent charges. 

These results provide one clear conclusion, one that is frankly not too surprising. Luxury labels don’t care how the youth purchase their products, as long as they make profits.

Why luxury brands target the young audience

The true reason . . . . 
Profit. Profit with the dismissal of its grand effect on those who have little power to reverse the actions they didn’t know any better but to make. Many know that the youth are one of the most easily influenced generations. Yet all categories of business make a habit of exploiting them from all angles. 

“You don’t have the money to buy this purse? Well here is a high interest rate credit card with no instruction on how to prioritize paying. Do you want an education? Here is a $50,000 Unsubsidized loan that will take over half your life to pay back. Wait, you want a loan to start a business and become successful independently? No we can’t do that for you, you’ll need a hefty credit score to receive that privilege”. 

As said, it’s understandable to sell your products to those attracted to that niche and who can afford it. But the new reality presents that the niche of these companies is predominantly to sell to those who are required to max out their high interest credit cards in order to purchase.
Sadly, this singular purchase is what makes them feel included and accepted into this glamorous facade that people call reality. So don’t allow yourself to sink into the sand of manipulative brands. Don’t let yourself be blinded by the sparkly logos. Shade your eyes with your hands, not your overpriced sunglasses. 

✍️ A piece written by an American student studying fashion in Milan and interning for suite123, Gavriel Ewart.

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Call It Common Sense

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What if sustainability is simply sound reasoning?


Common sense is the non-trendy term for sustainability. In other words, what people call sustainability, we call it common sense.

It is interesting to analyse the notion of sustainability and when it came out, what kind of change it brought up, or what new necessity has awakened. The concept of sustainability was born around the end of the ’80s when some individuals realised that intense exploitation endangered our planet and future generations’ lives.

A step back to the past


If we dig deep into our traditions, we discover that what we call sustainability now was for our grandparents just their way of living. It was their intentional choice, determined by necessity and contingency. But also by being aware of the value of goods, an understanding that each object or garment had specific properties and purpose. Manufacturing offered durable products therefore, almost nothing was wasted. Moreover, for them, objects had a second life. There was a shared sense of respect, and life didn’t revolve only around consumption.

That’s the education our parents received, yet no slogan framed that simple way of life.

Then came the time when, fascinated by the consumerist mindset, our parents gave up on their education. Harmufl habits replaced a thoughtful lifestyle. A new ego-centred vision in which we believe we can dispose of nature or people the same as we do with the things we buy. Everything is at our feet–consume and throw away.

We have lived as if nature’s resources were infinite, let’s be honest about it. A very few people questioned it in the past, not the CEOs of corporations for sure.

Sustainability or common sense?


Eventually, we realised that resources are finite, and the world in thirty years will be unlivable. So here comes the term sustainability, sold as the discovery of a new meaningful lifestyle (the one we forgot about).

Well, there’s nothing new. What you call sustainability is just common sense.

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