consciousbuying

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.

Redefine the lexicon

How can fashion evolve if the lexicon is always the same?
Pre-collections. Still? For real? Selling campaigns, seasons, gender categories, budgets, and, above all, discounts and sales. Real or fake, who cares.
The only intention is to push people to buy whatever product, keeping the business exactly as it was before the pandemic.

Can’t you see how all that is disconnected from the new reality?
All those words lost their meaning because we are in a different place now, an unknown territory, where those concepts do not apply anymore.

We expected something more. We envisioned brave designers or brands coming up with new ideas, guiding us to innovate an outdated system. But other than a lot of greenwashing, nothing has happened. Or worse, everyone’s hoping to go back to normal. Completely forgetting that normal was the problem.

So we take an active posture. We decide what is good and what is not for us and our audience. We don’t believe in a supermarket model. Preserving the value of creativity, we want to decide the quantities and quality we need to buy, based on the real needs of our community, not only to grow large companies’ pockets.
We must understand that good design and quality do not have an expiry date. We do not believe anymore in discounts as a drive to boost sales.
Sales are just another element of the status quo, a short term illusion of joy.

We believe in conscious buying, so we are educating ourselves and our community to buy less but better.

Redefining the lexicon is the first step and expression of a change in the fashion system.