Responsibility - Product
The Product
We are currently blinded by science, when talking about environmental issues in the fashion industry
We see the solution as being very simple…
- We must all buy less clothes it's a simple as that
- Sustainable, Ethical, organic, nett carbon neutral, good fabrics and bad fabrics are all important factors. But for as long as the “business of fashion” is a business, it fundamentally requires businesses to encourage you the customer to buy more stuff
- As a new brand brand operating in the fast fashion world we do think that things can be done a little differently
We want to slow down fast fashion
- Of course we will bring you new clothes, and give you great value and sales, but the pace that we do this will be much slower
- Often clothes are reduced by 70 or 80% just because a virtually identical new garment is due to be delivered in a few weeks time
We will not do this
- We will think more carefully about the styles we offer and try to encourage you to think slightly differently when making a decision to buy something
- Fast fashion, whilst relatively inexpensive, is designed and made to last much longer than the majority of us wear the garments for
- So we will spend less time encouraging you to buy clothes at huge discounts and try to encourage you to look at a garment and think about different ways to wear it
- We will show you outfitting ideas with clothes that we don't sell
- If we can encourage you to pause before buying a garment just because it's cheap and instead get more wears from something you already own, that’s a win win
We call this "flow fashion"
"Fast fashion prices with a slow fashion mindset"