This week marks Dutch Sustainable Fashion Week. A week in which we raise awareness for the beauty and possibilities of sustainable fashion. It’s an important week and we’d like to take this opportunity to address a problem in our industry that might need a little more attention: the temporality of ‘fashion’ in itself. As fashion goes way too fast for the earth to keep up these days, we think it’s time to Unfashion the planet. Here’s why.
A new definition of fashion
The official definition of fashion is “a popular or the latest style of clothing, hair, decoration or behaviour”. Fashion is originally not about style, but about working with trends. This makes sense, because things change and we evolve. Playing around with new styles gets us more creative and it can be fun to experiment with new ways of self expression.
But the past decades have sped up our consuming mentality so much that the system got out of balance. Every year, more than 100,000,000,000 pieces of clothing are sold worldwide. That’s twice as much as 15 years ago. Not only the makers and the planet suffer from fast fashion, the current system also puts an enormous pressure on brands and retailers to keep coming up with new, trendy collections and get rid of the old ones as quickly as possible, often with discounts of up to 70%. Clothes have become a disposable product and even in a small country like the Netherlands alone, 235 million (!) kilograms of clothes are still thrown away every year. This must change. And we CAN change it. We think it’s time to look at fashion differently.
Let’s Unfashion the planet and reimagine style
By making clothes with minimum impact and encouraging you to appreciate what you have, we aim to set a new standard.
We call it Unfashion. Consciously producing, buying, wearing and re-using clothes to positively contribute to the planet. Choosing to make and buy timeless pieces over fast paced hypes. Not putting fashion, but style first: creating garments that can be combined with anything in your wardrobe. Making clothes with respect for the makers, so they can keep making them with pride and joy. Using sustainable materials that have a limited impact on the planet and in innovative ways that radically decrease our energy and water usage. Beautiful garments that stand the test of time, both in quality, story and in style.
We do things better and more sustainably every day. It’s the only way towards a future proof fashion system. Join us in developing a go-beyond-the-hype way of thinking. Don’t let short-term trends and discounts seduce or rush you. Only buy what you really love and choose garments that you’ll wear over and over again.
Unfashion your presence. Unfashion the planet. Reimagine style. And truly make a difference.
Let’s say farewell to single-use products
One of the easiest ways to reduce unnecessary waste is to say farewell to disposable products and we have just the thing to get you started. This month, we’ll give you the option to add a free ‘Unfashion The Planet’ canvas tote bag to every order in our webshop. This bag is the perfect sustainable substitute for single-use plastic bags and will be your companion for everyday groceries, a beach day with friends or for whatever you need to take with you. It’s made from heavy quality GOTS certified organic cotton, it’s ethically produced in Pakistan and designed to last. Check out our collection here.