THE NEW COLLECTION
WHY SUSTAINABILITY MATTERS
People like to brush off fashion as superficial, which is an easy thing to do when it doesn’t affect your life on any level. Or at least it seems like it doesn’t affect you.
When you are able to walk into any shop & express yourself, your personality, your ideas, your beliefs – who you are with the clothes available there, fashion can be just an afterthought, a means to an end.
But sometimes, for some shopping is in itself a terrifying and often humiliating experience. Fashion is an almost forbidden land, a limiting experience, a language so rich, from which you are allowed to only utter a few words. For some, fashion is frustrating, is longing, is telling us we do not belong. When brands would rather make dog clothing than clothing in your size, it’s not something that you can dismiss or overlook – because it impacts your life. It robs you of the incredible process of getting to tell the world a bit about who you are and what you love, it kills the joy in dressing up, it squashes your creativity and ability to self express.
The fact that fashion is liberating for some, but constrictive for others makes it impossible to be superficial.