conscious fashion

The Curve Of Understanding

Reading Time: 2 minutes

How long does it take to open our eyes?


The case of plastic illustrates the tension between convenience and value, tracing our curve of understanding.
Plastic was invented in 1920. Around 1960 humans started using disposable plastic profusely. One of the greatest inventions ever. You could use cutlery, plates and cups and throw them away! Likewise, we could use plastic bags and toss them. Well, that’s what disposable means. It just got out of hand, or we didn’t realise that there’s a certain number of people inhabiting planet earth, and we aren’t so good with multiplication.

‘Buy – consume – toss’
The perfect innovation for everyday life, and no one considered any side effects. For about 50 years, at least. Till one day, we realised the oceans are full of disposable plastic. And that by 2050, there will be more plastic than fish in the oceans!

So, it took about 60 years to notice that single-use plastic was polluting oceans. Finally, the EU banned plastic in 2021, but the damage is done. Sixty years to open our eyes. And even now that is known, people do not worry much about that.

Learning the lesson
Will it take us that long for technology too? Since we are kindly invited to change a device every year. Or for furniture? Which, of course, is cheap but made to self-destruct within the shortest time possible. Or for clothing, because ‘the industry of cheap’ is flourishing! People want more. ‘And who cares if I wear it for less than a season? I’ll throw it away!’

How can a different approach resonate in a world made of beautiful facades or people who don’t care?

Perhaps, it will resonate with a tiny niche of active thinkers who want to make the change. Because they care, they can make a difference.

#formodernhumans

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The Freedom To Buy

Reading Time: 2 minutes

Is that real freedom?


Although we can’t cite the lawyer’s name who mentioned the ‘freedom to buy’ on a TV program, her insight remains with us. In fact, she touched on a point that influences every layer of our lives.


“If we don’t become active thinkers, the only freedom left to us is the freedom to buy — the freedom to consume.”

Take time to reflect
For our society, we hold value as consumers. That is the logic behind her statement: we are consumers, and we believe consuming is a freedom we’ve gained. As consumers, we are targeted by credit card companies, hospitals, hotels, retailers, and beyond—plus, web companies and social media.

This mechanism has been highlighted by the pandemic too. ‘Please, get well and go back to consuming.’ Otherwise, the world stops, because modern life revolves 90% around consumption.

Consumption, per se, is not wrong. What is wrong is the blind direction it has taken, the voracious appetite for devouring everything. That ignorant way consume each product or service without any evaluation. Just because it’s advertised, because the brand is popular. Because it’s new—out with the old and in with the next.  We hastily discard what we have to chase after the latest novelty, whatever it may be.

Overconsumption and the freedom to buy

We overconsume blindly, to the point of harming our planet. Which means that we, humans, aren’t really smart.
Brands, we believe we use them, but the opposite is true. They use us. Our freedom is limited to our consumption–the freedom to buy.

Active thinkers and thoughtful consumption
Active thinkers consider the long haul, so they consider their actions within a long-term vision. It’s fundamental to become conscious about what we consume and how. Unless we want to discover the consequences of our actions once the damage is a reality.

Now, more than ever, we need active thinkers—people who pause and think before consuming. Yes, think. That’s the greatest freedom we have.

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Quality and Attention

Reading Time: 2 minutes

The tie is closer than you think


Quality demands attention. Have you ever paused to consider that?

Quality is the set of all the attributes that identify a product – or even a person.

Attention comes from Latin, attentio-onis. Which means: turn your soul towards something. In other words, looking at, listening to, thinking about something with deep interest, with care. With your soul.
The depth of this etymological meaning doesn’t seem suitable for the time we live in, not for the masses who continue to overconsume. In fact, what’s popular now doesn’t require any attention. And no attention or low level of it means no understanding of quality. As a matter of fact, this represents the ground where the ‘shop & toss’ culture thrives.

Attention is an intentional choice


You can’t stop at a quick glance because you know that rapid, superficial evaluation is not enough to notice all the details. Forget trying to perceive the quality of something by scrolling your social media. Unless you are well trained, of course. Or, you possess an elevated dose of good taste as a natural talent – which is not that frequent.

Quality and attention are two fundamental values. One implies the other, and vice versa. Without attention, you cannot understand quality.

It takes time to develop your attention


But it’s worth doing it to appreciate what surrounds us. So train yourself to pause for a few minutes of silence every day. Observe more, listen, allow yourself to focus on details and think.

Marketing is full of smoke and mirrors. Don’t stop at a logo placed on the outer surface to catch your eye and trick you. Or prices that wouldn’t justify a sustainable production chain. Instead, train the eye to go deeper than that. So you will deepen the value of choosing with intention.

If attention is an intentional choice, a slower pace will help you savour more. Not only your purchases but your life.

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For Modern Humans

Reading Time: 2 minutes

Who you are and what you choose


What you choose tells who you are. And what kind of worldview you are promoting. That is because we vote with our wallets, how and where we spend our money. So we decide to support one activity or the other by simply purchasing products. Though, the power people have is so underrated.

If you believe that the logo you are proud to show as a trophy on your handbags or clothing defines who you are, what we do is not for you. We can’t tell how many times people told us they bought logoed leather goods to impress colleagues or friends.

But if you know your value, this is for you. Indeed, you understand good design and quality. And you appreciate the importance of materials. If these are reasons you buy a product, this is for you. Your style will impress, not a logo.

Our selection is about meaningful garments we pick out from international brands and independent designers. Rarely you’ll see an exhibited logo used as a means to capture your attention. And in case you’ll see a logo, there’s a specific reason other than the logo itself.

The fashion we love is about design, not branding


We love finding beautiful designs, and we know the materials we want to feel on our skin. Indeed, those who have already bought our clothing turn to us with their eyes closed. It’s a matter of trust we have built over time. But if you are not familiar with the quality we select, taking just a quick look isn’t enough to understand the materials.

It takes attention to understand quality.

Contact us in private, we will explain further. But, in the end, only when you wear something on you’ll understand the difference. Your skin will feel it.

No logo show-off. Good design and quality, that’s what we want. This is the style #formodernhumans.

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The Pebble In The Pond

Reading Time: 2 minutes

Starting the ripple effect


Shifting the route towards a new path is complicated and exciting at the same time.

It’s complicated because starting something different makes people stare at you as if you are mad. It’s an experience we had in our first boutique, too. New ideas or independent viewpoints are not well accepted right away. Many do not understand the reasons or, even if they do, they don’t consider going out of their comfort zone. Yes, even for clothing.
Also, you place the seeds, but it takes time for them to grow. Instead, people want things they already are familiar with.

It’s exciting because starting something new gives that extra vibe, a mix of the joy of possibility in navigating the unknown and the risk of failure. Of course, the more you do something new, the higher the risk of failing.

Given that, when the system doesn’t suit you anymore, you either accept it as it is, contributing to the exploiting game or try to change it, committing to something better.

The ripple effect, suite123 favicon
The ripple effect


By offering a worthwhile selection built around deep meaning, we’ve changed our way of operating in the fashion business.

Less, much less. Good design and quality – only the essential. No overconsumption. That’s why we offer a capsule selection made of meaningful garments.

We aren’t here for convenience. We are here for worth.


Fashion is what we do. We like it to the point that we do not sell clothing we wouldn’t wear, or products we do not believe in.
Besides, we feel compelled to change because it’s time to do it.

Perhaps our alternative approach won’t change the world. But we can start by changing our habits—and then influence those around us.

Starting a new flow is possible. We’ve thrown the pebble in the pond, and hopefully, the ripples will follow.

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