The Product

Sustainability is not the product.

Creativity is.

Blind faith in sustainability as a core differentiator, as a core reason to buy, a core reason to believe, may be misplaced.

The market rewards value.

Sustainability-ism has immeasurable value. But not on it’s own.

The sustainability trap.

Each year over 500,000 tons of microplastic fibres are released into the ocean by fashion products, the equivalent to 50 billion plastic bottles - with a further 85 billion unbiodegradable fashion products ending up in landfill.

This is a big problem.

A problem that we don’t care enough about. A problem that we don’t do enough to solve. But why should we?

Why should I care.

This is a serious question that we think many brands fail to answer.

The climate epidemic is being fought on so many fronts by so many industries - it's hard for people to understand what, how and why they should care.

Creativity is the art of finding relevance so we can personalise difficult topics. So we can not just be told, but feel. It’s connecting what are often disparate ideas under one organising thought. It’s what drives innovation. It’s what drives us.

Brands that are asking you to buy something just because it’s sustainable have forgotten what they’re selling.

Have forgotten why they exist.

Have forgotten that creativity is the product.

Supply is in the demand.

The answer is in the value the product has.

Yes, it must be sustainable. But design, quality and style are why we participate in this industry at all. Why we wear fashion.

Sustainability must not only be a part of this but can be a driver.

A driver of uniqueness and individuality.

Of simplicity and durability.

A driver of creativity.

A driver of value.

Today there’s only a few brands that exist that can stand on this hill.

These are the brands of the future. The brands that have a voice that transcends just fabrics and price points, creating a small window for us to see. See the bravery of creativity.

The more of these brands we find.

The more we participate in.

The more there’ll be.

Supply is in the demand.

A few pieces to start.

Expecting people to buy completely sustainable today given the size of the market is unreasonable.

And expecting people to disown their non-organic cotton or unrecycled polyester is even more unrealistic.

Start off with a few pieces from the 'THE BRANDS', and you’ll soon fall in love, just like we have.

Creativity is the movement.