consciousfashion

The conscious people movement

The conscious people movement, under the hashtag #formodernhumans, joins and inspires people who want to make a change. It starts from fashion but it goes beyond that. Because style tells who we are, and so does our lifestyle.

One way or the other

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 dead. Fashion, food, technology, lifestyle, everything needs to be revised.

In fact, old-time patterns, economic models and human behaviours aren’t sustainable anymore.

The choice: niche vs mass market

And so, the choice is 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 in order to put an end to modern-day slavery. In other words, Doughnut Economics (which is a groundbreaking book by the economist Kate Raworth, a must-read!) vs capitalism and infinite growth.

The conscious people movement #formodernhumans

Conscious people make a clear and radical choice: less but better is the starting point.

We really care about this matter, so we made our choice.
Now make yours.

It’s one way or the other!

The conscious people movement Read More »

NO SALES: what you can do to change for the better

Your sustainable act of consciousness

It’s the second year of our NO SALES resolution. 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. They reflect an economy based on overproduction, which compels the unceasing growth of fake needs. So, blind consumers are manipulated and induced to buy whatever products.

Of course, sales are not a sustainable strategy

Independent businesses or local and small activities cannot follow big corporations on this unhealthy plan. 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 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 items.

This is what:

• We don’t need quantity anymore
• We choose quality and good design
• We select items made to last
• 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. Indeed you won’t find anyone dressed like you.

No Sales!

No sales – is your act of consciousness.
And it’s the ultimate sustainable economic model for a long-term approach which supports creativity, quality, and fair wages.

It is time not to conform to a worldview that leads to destruction.

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

NO SALES: what you can do to change for the better Read More »

The slow mode

Welcoming the Spring/ Summer 22 season

A choice of value
We take it slow, move at our own pace, with no frenzy to enter 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 feeling is not part of the new evolved dimension we have started.

A conscious approach relies on thoughtful actions, not on the rush. 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

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? We make it slow fashion because we adapt it to our new necessities. 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.

The slow mode Read More »

Luxury Brands & Young Audience

A new perspective on luxury brands selling to the wrong audience

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

Logic or Manipulation?

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, adolescents are easily influenced by all external stimuli. 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 a disgustingly 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 are barely making 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 are able to purchase their products, as long as profits are made.  

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 evidently 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. 

Luxury Brands & Young Audience Read More »

Call it common sense

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. Some individuals realised that intense exploitation endangered our planet and future generations’ lives.

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, but 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. Neurotic 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.

Call it common sense Read More »