The ‘S’ Word: Top 4 Changes To Note

Sustainable is the new sexy.

Emma Watson has joined the bandwagon, recently. With her instagram handle @the_press_tour dedicated to eco-friendly, non-animal, non-leather clothing and accessories, the movement is gaining steam. Emma Roberts recycled Giorgio Armani’s 2005 vintage couture dress from the archives. Reason: Red Carpet Green Dress Challenge. Sustainable, upcycled, productive, positive fashion.  Though a complete overhaul of fashion’s green-o-meter is still a’comin’, these are the top 4 changes we’re happy to call out:

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  1. More not many: Fashion across the street is changing the way it models it’s offering. New styles are making way for renewed styles. In February, H&M’s new arrivals were down by 36%,  as replenished stock continue to increase. Same styles, repeated per demand, reducing the pressure on supply channels, and ultimately the environment – fashion is the second most polluting industry, after only oil. EDITD-Zara-analysis21.jpg
  2. Sustainable lines: As customers demand transparency, stories and emotional equations with their clothing, fast-fashion houses have begun to realign themselves to the changing times. Zara’s Join Life and H&M’s Conscious Collection offer carefully sourced, ‘more ethical’ products to customers who have traveled, seen it all and deserve change. Though they arrive late to the game, independent companies (such as us) are happy to share the stage with the fashion giants, together for the right movement. Pictures3-1024x640.jpg
  3. Independent designers: ‘Seasonless merchandising‘ has allowed for independent designers to crop up around the world. In lieu of the saturation of fast-fashion deflationary pricing (and therefore ‘safe’ styles), bold young designers are designing risque ensembles for an increasingly educated consumer group. The advent of online platforms has allowed for independent designers to  showcase their talent directly to an excited, global audience. Screen Shot 2017-02-27 at 9.56.49 PM.png
  4. Stories: As we search for, communicate with, form relationships with and source designers who weave tireless stories, we are indebted to their journey. The stories of each designer, the inspiration behind the design, the idea for the fabric and the influence of ideas form each intricate product that is carefully curated. Increasingly, as customers seek association with their outfits, designers are allowed a voice. Stories and content form the basis of the selling relationship that retailers develop with their customers. At least we do, with every single sale. blog-design01

Why we need to slow down

 It was inevitable from the start. The sale that digested us back to hunger at the turn of every corner. The balloon-eyed realization that you can have what he and she has, in every colour and size. It matters little that you only wear it once. It matters little wear it came from. It doesn’t cost you much. Like everything else. Food, throwaway necessities, clean air, water, calm thoughts, real dreams. But that $2.99 cold-shoulder jersey top comes with the steepest hidden price tag, don’t you think? Or perhaps I’m just throwing bromides out into the Universe. Let me weigh this out, for you and me.

1. Someone pays for it

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Lost worker at the Rana Plaza Disaster

2. No matter which industry

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Polluted beach in Dar-es-salaam, Tanzania

3. If we paused, we could…

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Enjoy the simple pleasures

4. Like these guys

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Toda Weavers, South India

5. But then, no…

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Black Friday, U.S.A.

6. But why?

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Slow fashion = fewer, rare collections, timeless in their styles

7. So why not.

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Isn’t there more to us?

Be the change. Join the slow fashion movement. We’re a happy family.. We love good thoughts. We love telling stories of why and where we found our clothes. We love our clothes. They’ll wait out the 30-year fashion cycle and come back into style.

Shop sensibly. For the long run. Slow down.