fashion industry

Where Do We Find Value?

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Redefining worth in a world of overabundance


Where do we find value? In a world full of empty marketing claims, unclear manufacturing regulations and massive greenwashing, if you want to buy a product, it’s very hard to differentiate between what is worthy and what is not.

And so, in this jungle, where do we find value?

Thoughtful design and quality


First, we need to define value: it lies in thoughtful design, high-quality standards achieved through good materials and skilled craftsmanship, together with ethical production practices. Respect for people and the planet form the essence of true, modern worth.

That said, we are perfectly aware it’s complicated to identify it. But here and there in our globalized jungle, we can see some lights.

Value: where do we find it?


We find true value in small artisanal brands that blend a creative approach with skilled craftsmanship and the selection of extra-fine quality materials.

We also find value in up-and-coming or unconventional designers who demonstrate a high dose of creativity and innovation but talk to a limited audience because most people see nothing but famous brands.

A good rule of thumb is that higher worth is often found in less popular brands or products. The most recognised brands are rarely the best.

Those elevated products target a niche that has become smaller and smaller because the mainstream offers cheap products or top brands. In full transparency, the state of many top brands is far from exciting. Advertising has done a good job of creating automatons–consumers who rarely lift their eyes to question or show even a minimal level of curiosity.

Although we cannot imagine a world made of sublime products only, the opposite trend is all too evident. If we analyse the state of culture, we can see that lowering the bar has become the prevailing norm. In fact, culture is not in good shape at all.

On the other hand, some individuals remain different–they never stopped reading or searching for unique things. They still think for themselves. By staying outside the mainstream, perhaps people like us can’t reverse the trend, not in the short run, at least. But we must join forces and raise our voices in support of value, because it’s time to stop celebrating mediocrity.

If we cannot reverse the trend, we can still make a difference.

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Waste, And Why We Waste

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Understanding the impact of overconsumption and the quest for sustainability


“Waste isn’t waste until we waste it.”

Will I Am


This quote deeply resonates with us, not only because of the heightened awareness recent events have brought. But also because we have always been committed to reducing waste as much as possible.
Writing on the backside of printed sheets, avoiding plastic coffee cups, refilling our water bottles, and limiting the quantity of paper used for packaging are just a few of the steps we’ve taken to minimize the waste we produce. Perhaps now, we approach this issue with even more urgency, as the environmental damage we’ve caused is becoming increasingly visible.

The waste culture


But, digging deeper, where does our wastefulness come from? When did we start wasting so much?

Waste is the ignorant byproduct of an over-consumerist society. From the 1950s, little by little, overconsumption has been promoted as an ideal lifestyle, infiltrating our habits and shaping our culture—while completely disregarding the consequences. “Consume like there’s no tomorrow” is the motto. And, if we go on like this, there will be no tomorrow!

The fact that masses can be easily manipulated is quite scary. The fact that offered a sense of comfort, we avoid thinking altogether, is even more troubling.

By the way, along our journey, we’ve come to acknowledge our mistakes. With open eyes, we are committed to changing for the better.

Whether fashion waste or any other kind, consciousness manifets on many levels and layers.
First and foremost, stop wasting food! Then, whenever you grow tired of something, explore other options before throwing it away.

Even in the case of fashion, please don’t throw away clothes you don’t want anymore.


There are ways to reduce fashion waste:

. choose quality, it lasts longer.
. wash in lower temperatures, so clothes will not get damaged.
. repair when possible.
. donate to charity.
. some shops collect items to recycle.
. resell if you want, there are many resell platforms.

We have options available, so how much waste is up to us.

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Evolution vs Revolution

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Exposing the flaws of a broken system


Exposing the flaws of contemporary economic systems raises a crucial question: do we need evolution or revolution? The Italian economist Guido Maria Brera released an interview to a daily newspaper which provided another piece, a fundamental block, that perfectly completes the picture of a broken system.

“With globalization, the weaker classes gave in to the masochistic exchange of their rights for cheap goods. Fashion, household appliances, mobile phones became affordable and gave the illusion of well-being. In the meantime, homes, education and healthcare are becoming less accessible. The result is dramatic: rights, hardly won, bartered for goods.”
– Guido Maria Brera said.

In short, cheap goods have distorted the economy. But the issues aren’t confined to one industry only, they extend far beyond. In fact, the entire system is corrupted.

By the way, reflecting on Brera’s words, the need for a change stands out. However, we thought it was just a matter of evolving, considering evolution that natural process which is part of human beings’ growth. In other words, we believed we simply needed to move to the next level of improvements.

But a system that is collapsing, a system that is completely broken, perhaps doesn’t need to be revised. Mere revision or adjustments here and there, wouldn’t work. If we just put a patch on it, we will not find a good solution. Because of common sense, we are feeding dinosaurs that have lost their purpose. Most importantly, it’s impossible to find new ways if we follow old patterns. Once we understand this, the next step to take gets more clear. Now it is time to challenge what we take for granted.

And, to achieve this, we do not need evolution–we need a revolution.
Reset and reinvent everything from scratch: education – economy – work – fashion – lifestyle.
Everything!

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Who Has A Voice

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Exploring power dynamics in the fashion industry and the role of sustainability advocates


Who has a voice in the fashion industry? And who do you think has a say on sustainable matters in fashion?
One of the many problems with sustainable fashion is that those who have a voice in discussing the topic are exactly the same ones who created the toxic environment. Same faces, same brands, and same interests. That is the trick, unfortunately.

The dynamics behind those who have a voice


Brands’ owners set up a system based on massive overproduction, to be disposed of through inflated budgets to retailers. Off-price malls packed with discounted items. Plus, there was a parallel market to reach those retailers who wanted to buy certain brands but could not officially do so. As a result, all the maisons realised they could increase the budget to retailers, knowing that retailers, in turn, would resell through a parallel network, feeding that toxic system.
All the operators knew how it worked, but since they were making a lot of money, it was fine. No complaints! As it was acceptable to do the worst things in the name of god-money. Now that the industry collapsed, they’ve started questioning it.

So, the industry operated through mono brand retail, department stores, parallel market, off-price stores–creating an over-saturated market. But how many fashion items those enlightened CEOs and managers did believe people could buy? Is the fact that they are no longer making money as they did enough for us believe in their redemption? We could invite Hannibal Lecter to the table, but perhaps, serving only vegetables will not be enough to change his tastes in food.

Who has a voice and influence on the sustainability discussion are exactly those who created the problem.

Ultimately, if we believe we can search for the value of sustainability among the same old faces, listening to their voice, we are wrong.

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Social Media and Value

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What is the point of this exaggerated overexposure of communication?


In our modern and hyper-connected society, life revolves around social media. While it is nice to be in touch with your audience, it is impossible not to notice the vain by-product of this virtual life: images artificially created and obsessively shared. Yes, too much even for those of us that work in fashion!

Perhaps, you might think, social media worked well to boost self-confidence, instilling the idea that everyone can be super beautiful. We all have an amazing life. People need approval. But if we dig deeper, we see the void generated, all the meaning has been swiped away. You mainly find empty boxes. Nice, but empty. Most importantly, a certain horror rises in knowing that the percentage of suicides among teenagers has gone up due to social media.

Social media and fashion


Whatever they say, all this exaggerated overexposure didn’t bring anything positive. Not even in fashion. The expectation of fake models looking like plastic dolls together with poor language created a devastating environment. The strategy to run a successful account consists of buying followers to attract the attention of a large audience and letting the algorithm fly. In other words, you end up talking to yourself in the mirror. That is the game you have to play if you want to be successful unless you need something more than a facade.

For people like us, who believe that buying books is way better than buying followers, the discomfort gets real. You don’t really want to interact with fake accounts, do you?

People who have no idea what they’re talking about, who are not able to distinguish a fast fashion brand from a high quality one, are not our point of reference. We do not consider such a person a leader, no matter how many followers they have.

It is possible to be on social media having a different approach, setting up a healthier environment based on quality and real connections, and being clear in your mind that you are playing a different game.

If you are looking for meaning, for something that matters, this is the challenge. Bring back valuable content. Bring back value.

Share ideas, not plastic faces.

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