consciousfashion

Ignoring Black Friday’s impact

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Is overconsumption the only reason to live?

Despite the abundance of information available, people still ignore Black Friday’s impact.

Indeed, it’s essential to remember the truth behind it. This promotional event is a dangerous marketing trick. In fact, it leads to toxic, mass overconsumption and generates monstrous quantities of waste harmful to the environment. But our planet cannot sustain this economic and lifestyle system, so we need to stop.

As a retailer, if you participate in sales and promotions such as Black Friday, you contribute to a system that has failed.
This system does not offer a place for change and encourages you to foster the status quo by ignoring reality.

The fashion system, as well as any other industry, does not make reasonable or sustainable quantities. On the contrary, it produces large amounts in excess; the sole purpose is to maximise profits. Unfortunately, they do it at the expense of people and the planet.

Against Black Friday’s wastefulness #formodernhumans

We are unhappy with the current fashion system and choose not to participate in sales and promotions. That means no Black Friday for us.

We value consistency. So, we refuse to be part of something against our values and principles. And we take responsibility for our actions. That includes how we present our work and conduct ourselves while interacting with you. Though we understand that this might limit our audience, we believe it’s the right thing to do.

The big question is why people don’t see further than their noses. Why don’t they see the negative impact of this system? The results of Black Friday are crystal clear: mountains high of waste polluting the earth and waters are undeniable.

So, why do people ignore Black Friday’s impact? Why do most people not want to educate themselves? Do you think overconsumption is the only reason to live?

Do you know there’s a healthier alternative? Buy Nothing! Above all, stop buying pointless shit!

Share your thoughts here below or WhatsApp directly from this link!

Miscellaneous thoughts on fashion

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A critical perspective on the industry

Three miscellaneous thoughts on fashion we’ve read this week seem to have something in common: fashion’s lack of understanding of its role in climate change.

Fashion & the heatwave in Italy

In order to tackle the heatwave in Italy, Federmoda – the organisation that represents retail and wholesale companies in the fashion field – asks to reduce taxes on made-in-Italy and sustainable garments.
“Made in” is a very tricky concept to address. According to the Updated Community Customs Code (EC Regulation 04/23/2008 n° 450 – art. 36 – on the non-preferential customs origin of goods), a product can be considered of Italian origin – in the customs sense – and contain, therefore, the indication “Made in Italy” when the last substantial transformation or processing took place in our country. Ta-da!
So, brands can make production wherever, then assemble a few things in Italy and get the magic label.
However, since there is no precise regulation, labelling and certifying sustainable garments is way more problematic.
Perhaps this proposal can relieve the pressure on fashion retailers, but it doesn’t change the core issue: fashion business pattern.

Luxury brands & revenge shopping slow down

Consumption of luxury goods in China and the USA has dropped because the much-awaited post-pandemic revenge shopping is slowing down. In fact, stock markets report a general decline for luxury companies. And so, the slowdown in China’s recovery and the cooling of demand from US consumers are impacting top brands who, undaunted, still commit to the same old model.

Vuitton & inconsistency

Pharrell Williams aims to push expansion and growth in sales to Vuitton, but also culture. Undeniably, the white culture has dominated the industry so far, and it seems quite clear what audience Vuitton is targeting by partnering with Mr Pharrell. However, the brand has a long history at its back. So shifting the discussion on culture, specifically a culture not even consistent with its core image, is meaningless.
Let’s say openly: we want to sell more! But there’s no need to mention culture since Vuitton’s culture has nothing in common with this new air.

Three thoughts, one pattern

The above miscellaneous thoughts on fashion are connected: the industry business pattern plays a huge role in climate change. But the discussions industry insiders deliver, basically ignore the issue.

This is Autumn?

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Global boiling & its impact on the fashion industry

September 23rd was the first Autumn day, but this is Autumn? Sunday, the temperature in Milano reached 32 Celsius (about 90 Fahrenheit). In other words, we don’t have to wait for climate change – climate change is here. For brands and fashion retailers, it is particularly odd.

Specifically, it’s the global boiling era. Yet, in every industry, as well as in fashion, people work like nothing serious happens. Do they wear blinders? Don’t they feel the heatwave? Or maybe they think: “Yes, it’s hot, but there’s nothing we can do.”
As a matter of fact, in every field, people like cogs dutifully do their job. No questioning. It seems money, budgets, and turnover is what counts. Who cares if we are boiling?

What’s the impact of climate change on the fashion industry?

Fall/Winter shop windows reveal the inadequacy of fashion. Fashion is out of sync with current times.
First, people still wear lightweight clothing. We don’t need warm garments now. Indeed, stores overflow with wool sweaters, coats, down jackets, and all the winter stuff. But who dares now to try a wool sweater when the temperature invites you to the beach?
Second: sooner or later, cold weather will come. However, because of the heat wave, retailers who sell mass-produced garments will lose about two full-price months from the selling season. That means mass retailers’ unsold stock will be huge. Therefore, they will sell most garments during the end-of-season sale.

Autumn fashion in the global boiling era

In this context, it is clear that the actual pattern (mass manufacturing/ overproduction and distribution) doesn’t work anymore. We must stop and rethink the fashion industry from scratch. Ignoring climate change is dangerous nonsense since it is now a tangible reality.

Also, the above points come from a financial perspective, while ethics should be our first concern. Raising awareness on climate action is crucial. We must reduce our impact on the planet. How do we do it? By limiting by far our consumption to what really counts. Consume less. Don’t buy pointless stuff. Avoid waste.

Above all, start asking yourself: This is Autumn?
Most people pretend nothing happens. But with what conscience do they keep their eyes closed?

Sustainable fashion: hemp for clothing

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Are you familiar with its properties?

Checking out Spring-Summer 23 new arrivals, we had the chance to learn more about hemp, a natural material with excellent features.

Garments’ compositions show hemp among various materials. Every time we receive orders placed months before, we check the tailoring, fit and touch the fabrics to ensure our selection matches our expectations. As to provide you with good design and quality. 
Also, during Milano Design Week, we received an invitation to view “Prototipo” – a clothing brand supported by Lampoon Magazine. An accurate design for an entire collection made of hemp. Which we found interesting!

What is hemp used for?

This material is versatile. The wide range of use goes from eco-building to cosmetics to textiles – for fashion and furnishing, food and more. Considering the environmental impact, this material offers many advantages compared to other natural fibres. 

Richard Fagerlund, an expert who has over 40 years of experience in the management of plant pests, explained that: “Cotton cultivation is probably the biggest pollutant on the planet since, occupying only 3% of the agricultural land of the world, demands 25% of the pesticides used in total. The chemicals go into the groundwater, and the poison targets not just insects, but all organisms, including humans. Furthermore, the hemp fibre is longer, more absorbent, resistant and insulating than the cotton fibre”. Also, from a cultivation viewpoint, cotton requires about twice as much water to grow as hemp. (Source)

Why is hemp a sustainable material?

  • it grows quickly
  • does not need any special care
  • the whole plant is used, therefore there is no waste.

Hemp properties

Thanks to its hollow fibre, hemp yarn with a high thermal insulating and breathable capacity, which behaves like wool: cool in summer and warm in winter. It has antibacterial and antifungal properties and can absorb moisture from the body, keeping it dry and absorbing infrared and UVA rays up to 95%. 
Furthermore, tear resistance is three times greater than that of cotton. In fact, among natural fibres, it is the most wear-resistant.

And so, hemp is a great fabric for clothing. Just an ironic note: do not try to promote a post on social media, the Meta’s algorithm doesn’t allow it! Are they afraid you get high by wearing clothes?

The Tate Dress

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Niche fashion #formodernhumans

Today we introduce The Tate Dress by Un_namable.

The image is avant-garde but understated, refined and comfortable.

Indeed, the high-quality fabric, dyed by hand with natural colours, and the asymmetric shape make it a meaningful garment you can wear day to night just by changing the shoes.

New in this Spring-Summer season, Un_namable is an Italian brand that creates unique and timeless clothes which are, at the same time, experimental and innovative. Juxtaposing fabrics submitted to special processing and avant-garde techniques, they transform the pieces into unexpected volumes and silhouettes. The brand emphasises the value of exceptional craftsmanship and uniqueness.

Discover The Tate Dress

About the design
Sleeveless, round neckline, loose silhouette. Under-knee asymmetric length. Garment-dyed dress; its beautiful textured fabric highlights the unique design. Indeed, the hand-dyeing process provides a special hand feel and particular shape.

The Tate Dress
The Tate Dress by Un_Namable – Antenora Cross Strap Sandals

About the material
28% recycled linen, 20% hemp, and 52% recycled BCI cotton.
BCI is the acronym for Better Cotton Initiative, the world-leading sustainability initiative for cotton. Their mission is to help cotton communities survive and thrive while protecting and restoring the environment.
Also, hemp is a yarn with a high thermal insulating and breathable capacity, which behaves like wool: cool in summer and warm in winter.

About the colour
Double dark cacao, garment dyed.
All garments are dyed with pigments of natural origin. Specifically, the designer makes the colours starting from food ingredients.

Laundry
Easy-care product: wash by hand inside out in cold water. 
Reshape whilst damp.

Styling tips
The Tate dress stands out as one piece. Because of the rich texture, it works on special occasions too, just by changing the accessories. Pair it with Antenora cross strap sandals. However, to wear it for a large part of the year, layer it over leggings or underneath a sweater.

How to purchase from us:

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. 

International Shipping available!
We are based in Milano but ship our niche fashion selection #formodernhumans everywhere.

In order to provide unicity and a sustainable approach, our selection offers a limited number of pieces.

Treat yourself today! ❤️

Quiet luxury: brands with no logo

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Tired of logomania?

Fashion style shifts towards quiet luxury – or brands showing no logo. Indeed, the world is awash in exposed brand names, overwhelming communication, and a polluting oversupply of clothes. Too much. And people end up seeing logos everywhere. Perhaps to the point of making them feel sick. Eventually, it seems some are changing perspectives.

Logomania vs quiet luxury

The logomania represents the triumph of capitalism in the fashion system, which fostered a consumerist and shallow taste. Logos are easy to market because they are recognised easily, and people identify with them. Although these items still have a big market in the fashion industry, some people are getting tired. Indeed, logo-emblazoned pieces provide (fake) status symbols rather than true style. So emerges the need for an understated luxury far from the need to show off.

Quality over quantity

Since we changed our perspective of the world because of the pandemic, climate change has become a priority. Consequently, our approach to fashion changed as well. We are not involved in trends anymore, but this understated style resonates with us. In fact, it’s nothing new! It’s the vision of fashion we have promoted for years.
This conscious approach implies a dramatic reduction of consumption, refusing standardised clothing and mass production. However, to us, it’s not a way to sell more. On the contrary, it’s a radical choice that goes to the essential. It’s about quality over quantity, choosing good design, timeless pieces you’ll wear for a lifetime. In a few words: buy less, buy better.

Quiet luxury: style, not logos

Quiet luxury is a minimal chic style, but it doesn’t refer to basic garments only. Developed around the concept of less is more, this evolved luxury is about wardrobe staples with a strong sense of design. In other words, accurate silhouettes, quality fabrics, and exquisite tailoring. Assembled to depict a sense of elegant ease.

Quiet luxury is minimalistic, modern and timeless. Though one must have a trained eye to recognise these garments, logoless items are for people who have nothing to prove. But the sense of effortless elegance reveals an incomparable style.

The Sustainability Basics

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Sustainability or greenwashing? Download the checklist to know more!

Sustainability is a vague concept, overused and confusing. When we are lucky, it’s an inspirational reference. But, in general, more than an effective change of paradigm that brands implement in their policy, it is a buzzword hiding a misleading intent. In other words, it’s greenwashing.

You happen to read about sustainable fashion, sustainable brands, and eco-conscious clothing and accessories. Indeed, sustainable labelled products are a good business. But brands label their products by claiming something that goes under zero control.

So, is there a lack of ethics? Or a lack of common sense? The discussion is open. And the business too.

Sustainability basics & how to promote a conscious shift

We understand that it is very difficult to say which garment or brand is sustainable and which is not. And it’s tricky even for those who work in the fashion industry. Imagine for a consumer!

So we thought of providing a list to help you develop critical behaviour towards your fashion purchases. Some points to help you become aware of the fashion industry’s practice and make better choices.

We made this checklist for you, and it’s free.

Download “The Sustainability Basics” list

The sustainability basics
the-sustainability-basics-suite123Download

We encourage you to download “The Sustainability Basics”, read and share it with your friends. Also, start conversations. Most importantly, don’t wait for brands to become sustainable. Educating yourself to become a conscious consumer is what you can actively do to enhance your lifestyle and change for the better.

Less stuff, more meaning is the evolved ethos #formodernhumans

By the way, we just opened the comments section on this blog. So we invite you to hit the “leave a comment” button and let us know your viewpoint. Only registered accounts can leave a comment.

Small communities can make change possible!

One last note: thank you, Leyla Jackson for your collaboration on this project!

Mulesing free: what does it mean?

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And why should fashion care about it?

Mulesing is a cruel practice used in merino sheep farms. Actually, it’s a word we weren’t familiar with. But we realise that addressing fashion that respects people, nature, and animals requires much attention.

While placing our Fall/Winter 22-23 orders, we looked through the Plantation 1982 line sheet to pick our favourite clothes. And so, we had the chance to read about this technique.

“The merino wool used for this pullover is mulesing-free, to help improve animal welfare.” – so the line sheet said.
One of the reasons why we particularly appreciate Japanese brands like Plantation is that they provide detailed information not only about the design but the material, too. Indeed, they explain why the designing team selected a specific fabric highlighting all the characteristics.

After reading about this particular merino wool, we researched a bit and discovered a horrendous way of getting this material from sheep.

mulesing free merino wool


Mulesing: what is it?

Especially in Australia and Asia, sheep are bred to have wrinkly skin to get more wool per animal. But the wrinkles retain urine and moisture, attracting more parasites that can eat the sheep alive. To prevent this kind of parasitic infection, ranchers perform “mulesing.” They force the sheep onto their backs, block their legs and rip off the skin from the backsides without any painkiller.

This mutilating practice is brutal torture! So we must stop it and find other ways to get the wool.

What is the alternative?

The good news is that the solution already exists: mulesing-free wool. It is a careful shearing practice which respects animal welfare. Therefore the sheep do not undergo any mutilation or antiparasitic treatment harmful to the animal, operators and final customers who get in contact with the wool.

No mulesing: responsible fashion

Fashion designers are responsible for finding respectful ways of making their garments. They must hold themselves accountable for how they conceive and produce their clothing. And find alternative ethical approaches for the fashion industry.

Perhaps we cannot grant sustainability – no one really can! Even those who wave the eco/green buzzwords. But we do our best to select specific quality materials and meaningful garments. And so, fashion in respect of people, the planet and animals.

Timeless fashion beyond the buzzword

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Do you know what timeless fashion really means?

The concept of timeless fashion, beyond the buzzword, is misleading. It’s one of the many empty claims you hear everywhere. Unfortunately, when you put together fashion and marketing, the risk of pointless shit is pretty high.

In brand profiles and social media, you read about clothes sold as timeless, but the misinterpretation is clear. For instance, brands or retailers describe the features of their magnificent timeless garments to introduce discounts! So, is that the point of timelessness? We don’t think so! On the other hand, people cannot understand that, even if from the previous season, meaningful pieces aren’t outdated. There’s value in good design and quality.

At first, timelessness in the fashion field may seem like a contradiction because fashion is about periodic changes. But these changes have become so frequent that the industry is out of hand. Indeed, it makes sense to go back to past times when a made-to-last vision prevailed. Timeless guides us towards an evolved mindset facilitating a sustainable lifestyle.

The impact of fashion and textile overproduction on climate change is tangible. Unless you still choose to ignore it. Lately, the industry has moved from fast to ultra-fast fashion, generating mountains of waste. And so, timeless is our way out. It represents the possibility towards a conscious lifestyle. In fact, by refocusing our shopping habits, we contribute to limiting the disasters we have made so far.

But what does timeless mean?

Items lasting forever! Something that is timeless does not change as the years go past.

Therefore, the timeless design doesn’t change completely season by season. Items are classics. And classics are made to last: higher quality and good design. And so, heavy discounts on these products aren’t consistent.

Finally, refocusing on a caring and evolved attitude should also help you to change your vision of “new.”
Timeless design is the opposite of disposable fashion. And has nothing to do with a compulsive desire for novelties, destructive behaviour that doesn’t understand the value of garments and work. But it is just a frenzy reaction to a consumerist society.

So, forget empty marketing claims. We don’t search for convenience, but we search for worth. Beyond the buzzword, this is what timeless fashion means: meaningful garments with no expiry date!

How products change

Changing fashion to change our culture

Products change when consumers’ tastes change. But given that consumption is all about cheap and disposable products, we are in big trouble.

The fashion industry was oriented toward a new direction to preserve the environment and people’s life. But the reality highlighted even more terrible consumption habits, as in the case of ultra-fast fashion we discussed in our previous post.

The combination of overproduction and overconsumption is the economic pattern that dominates the fashion industry. Also, it is the same as we see in any other field. Therefore, it is a cultural issue.
Consuming disposable products is a trend that has captivated young generations too. Indeed, accessible cheap products give the illusion of richness.

Mass culture is the commercialization of culture. So, making products for commercial purposes only. People are so involved in this extensive offer that there’s no escape from it. Or so it seems, at least.

But climate change is the issue we need to face, and it’s urgent.
And so, how do we change consumers’ tastes?

Change products: fashion and culture

Changing fashion means changing the culture.
Fashion makes products that portray our culture, revealing our society’s tastes. That means fashion tells what we consume.
In other words, changing what we consume involves changing fashion. And so, our culture.

The change starts with acknowledging the new needs and incorporating them into designing meaningful products for people who care.

As a boutique and insiders, we contribute by selecting only valuable garments and good design. And by presenting a different viewpoint for people like us, who do not recognize themselves in the mass trends.

Your choice, if you care, is evolving towards a conscious lifestyle aiming to change for the better. Or leave things the way they are, persisting with the blind exploitation of people and the planet.

In the end, you have two options: either you can play the game, or you can change it!