Rather than the fashion industry continuing on its destructive path, we believe it can become one of the world’s most powerful conduits for social and environmental progress. We envision the industry reversing its impact on climate change and becoming one of society’s most effective tools to help eradicate poverty within our lifetime.
HOW DO WE ACCOMPLISH THIS?
The #1 way we can reduce fashion’s impact on the planet and future generations is to produce and consume less as a society. What’s just as critical, though, is shifting demand from the biggest offenders toward “sustainable” brands, and here’s why:Considering that some of the most powerful companies in the world are fashion brands dependent on mass-consumption of cheaply made goods AND considering the notion that “consuming less” is countercultural in many countries today, meaningfully shifting global consumer behavior toward less consumption may take more than a half century—if ever achievable.That’s 50+ years before we’ll know whether or not the “consume less” plan will work—and that’s a risk we don’t believe society should be willing to take.Additionally, consuming less may be best for the planet in the long-run, but today, this approach negatively impacts the more than 100,000,000 people (and their families) whose livelihoods directly depend on consumer purchases.
This is why we’re all about less consumption AND we’re shifting demand toward “sustainable” brands……if, of course, brands deemed “sustainable” are actually sustainable.
