The future is sustainable


How sustainability became cool

We consume too much, and that’s a fact. We’ve been hearing for years that our planet’s resources are limited and one day they will inevitably come to an end. At first, everyone has basically waited for that day to come without taking action, but for some years now, something is deeply changing. Let’s think about enviromentalists: once they were seen merely as outsiders, freaks or even crazy. In a few words, some kind of hippies.

Nowadeys, (thank God), being sensitive to enviromental issues is normal and, in a way, mandatory: because maybe, and we say MAYBE, because there’s still a lot of work to do, society realized that it’s not a metter of opinion, but a matter of fact. And we have no choice.

Even the food industry has radically evolved: just think of the huge spread of veganism and the growing demand for organic products.

Amazon rainforest

What role does fashion play in all of this?

Well, if twenty years ago buying second-hand vintage was considered “out” (to use a twenty-year-ago-term), now is just chic. If once luxury meant essentialy animal abuse (yes, we’re talking about fur and exotic lethears) now it’s the exact opposite: great fashion names like Chanel, Armani, Gucci, Prada, Burberry (and the list goes on) recently banned fur; other brands are completely cruelty free: one for all, her Majesty Stella McCartney.

Stella McCartney

What about streetwear?

Nobody really seems to care about it since streetwear usually does not include the so-called luxury fabrics, but sustainability doesn’t stop there. Standard cotton is indeed one of the main causes of enviromental pollution: pesticides, fertilizers, toxic solvents and herbicides are extremely harmful for the enviroment, posing a threat to biodiversity.

The solution actually exists and it’s called organic cotton: first of all, it comes from an eco-responsible production chain, which means that it’s grown organically from non-genetically modified plants and without using any synthethic agricultural chemicals such as the above-mentioned fertilizers or pesticides. Its goal is to promote and enhance biodiversity and biological cycles.

Organic cotton plantation

Luckily, new generations are much more sensitive to the enviromental cause, but they also want to wear something hype, and we just can’t blame them! That’s what ethical streetwear is supposed to do: making ethics cool, by creating statement pieces that convey a strong concept, that anyone can wear.

Indigo #001mint t-shirt