fashion

Waste, And Why We Waste

Reading Time: 2 minutes

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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The Benefit Of Being Different

Reading Time: 2 minutes

How diverging from the norm opens new possibilities


What if we consider being different more valuable than being better than the others?
Let’s focus our attention on worth rather than popularity. The actions we take, the choices we make, the interactions we exchange–and even the things we buy–are all influenced by value. In all this, value is the key.

“Is it worthy?” – This is the question we need to ask.

Conforming to the standards is not what we want. Fashion, beauty, learning, lifestyle standards and all the ideas of the majority, are not for us. There’s a lot of appearance in that, but little value.

People live as if being part of the majority is the cool way to be. Indeed, they talk like others, dress like others, eat what’s popular. Perhaps they don’t have to think that much doing so, conforming requires less thought and less effort, giving them a sense of belonging and protection.

But, the sense of belonging can also be found in smaller communities. In fact, like-minded people can connect to share their vision of the world, which doesn’t necessarily have to align with the majority.

Consider that being different offers its own sense of beauty. A rare object, just like a rare person, is valuable because it’s scarce, uncommon. And it doesn’t need to be like the others. Standardization is not what we are looking for. Little treasures, that’s what we want.

As our beloved Virginia Woolf has pointed out:

“Large groups of people are never responsible for what they do.”

Taking a different path is not easy; it takes courage. But, choosing to be your unique self and holding yourself accountable is a powerful act.

Responsible fashion means holding ourselves accountable for what happens in the short and long run. It is a conscious choice, serving our eventually awakened collective soul.

The key difference is that being better is a matter of ego, being different is a matter of the heart.

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Masculine & Feminine

Reading Time: 2 minutes

Exploring the boundaries of style and the culture behind it


Style plays around the concepts of masculine & feminine. However, the line between them isn’t always well-defined, allowing them to blend and creating more space for freedom and creativity.

Fashion & gender


When selecting items for our boutique, we’ve always kept an eye on men’s clothing. We love picking up men’s items to mix in. In fact, we adore the duality of the masculine-feminine style. Additionally, limiting clothes by gender feels a bit too restrictive for us.

If you were young during the ’80s and ’90s, and your favourite designer was Jean Paul Gaultier–a true creative genius–you would later realise that you had seen everything possible in fashion and life. Forget the fast-fashion era; that was a wonderful time! Creativity was at its peak, and that unforgettable energy created iconic moments in fashion history.
All the concepts now popular in fashion were launched by Gaultier about 40 or 50 years ago. He was ahead of his time, with a unique attitude–definitely a genius!

We can say he was changing culture through fashion.

Masculine, feminine and gender-fluid fashion


Gaultier was the first to introduce diversity and inclusion, laying the groundwork for a gender-fluid fashion. On his catwalks, we saw everything–men wearing skirts, women in oversized suits, and a celebration of different body shapes. ‘Love yourself as you are and play with clothes’ sounded so beautiful to us.
Gaultier’s fashion has shaped our vision to a point that now, everything feels like it’s already been seen. Perhaps he took us to another planet, one made of love, acceptance and play.

Perhaps fashion evolved faster than society’s ability to adapt to the changes.

“Too much comfort is not good for creation.” One of his brilliant quotes invites us to reflect on the specific moment we are living.

Discomfort plays a role in creativity. We must remember it.

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The Wake-up Call

Reading Time: < 1 minute

Lifestyle is constantly evolving.
It’s not about hectic fashion anymore, that time is over.
We learned the lesson, so we are evolving towards a new era based on consciousness.
The pandemic is our wake-up call. Pollution, climate change, social issues, racism, our behaviour of the past led us here. Now, we must think about what kind of world we want.

Fashion as a reflection of who we are must be involved in the lifestyle evolution process. It’s about understanding the core values, so, as a consequence, we search for a design that fits our new vision.
Creativity takes time to express itself, manufacturing quality items takes time. Trust takes time too.
No need to hurry, not anymore. Slow is ok. Indeed, the process of consciousness takes time.

So, after the wake-up call, what we are doing is working toward change for the better.
But don’t underestimate small changes. Even modest changes in our lifestyle can have a significant impact.

Every choice we make, from what we wear to how we consume, contributes to this transformation. Awareness is the first step, but action is what truly drives change. Both collective effort and individual responsibility shape our future.

2021 is our blank page. Reset and restart with us.

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Who Has A Voice

Reading Time: 2 minutes

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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