In a nutshell
&me is not a sustainable brand
There is a huge contradiction between the fashion industry which is based on selling more clothes and the concept of sustainability and protecting the environment
We want to be as responsible as we can be by making good choices to minimise our impact both environmentally and socially
But as a start-up fashion brand in the fast fashion world we want to do things slightly differently
As a small brand we have limited resources to have an in depth sustainability strategy
We want to keep it simple.
Buy less clothes.
We will always be affordable like other fast fashion retailers
as a viable company we need to grow but we will not strive for that for that growth at the expense of everything else
We will run the products for more than one season
We will encourage you to rethink about how you style a garment to get more wears from it
Wearing clothes longer is not just something that should be applied to expensive fashion. Whatever it cost, it needs to be worn more often
We will offer you discounts and new products but at a slower pace
We call it Flow Fashion
We hope to prove that a business can be successful grow and prosper and at the same time part of its DNA is about encouraging you not to buy our clothes
This more thoughtful view on how we grow our business will we hope attract other like-minded people to pause and think before buying more stuff
We want to see the end of the day is when our wardrobe has clothes in it with labels that have never been removed and have not been returned because the postage was more expensive than the garment
We must appreciate the clothes we own more, and this shouldn't just be applied to designer fashion because it was expensive to buy
The idea of wearing a garment once is not only dated and uncool it will also ruin our world.
We call it flow fashion because put simply it's slower fast fashion.