Reduce – Reuse – Recycle has been a sustainability mantra that us kids from the 80’s and 90’s have grown up with here in NZ. It got us thinking about how much waste we produce in our daily lives and how we can minimise the amount of it being sent to the landfill, through methods like composting food and recycling plastics. Since those days the food industry had made leaps in the type of packaging it uses, with compostable boxes and plastics in the mix now. Advances in technology are allowing us to make ‘greener’, more sustainable choices about the products we allow in our lives, and the fashion industry is right there in the middle of that experiment and development too.
“Fashion Revolution believes that one of the solutions is that of emotionally engaging with the things we buy – buying a little less, and loving a whole lot more. And finding your own way to keep clothes longer, caring for them better, and investing in quality, in the things you buy, and in the lives of the people who make them.”
Before we get stuck into some TAKE-MY-MONEY madness, let’s sit quietly for a sec and remember what is really important.
Bargain prices are great at encouraging purchasing, absolutely! And who doesn’t love a good score??
And why has it come to this messy, loud, angry, scary crescendo? Because people care. They care a whole damn lot. They care about a lot of different things. They care about their own, they care about others like them, they care about others not like them, they care about history, they care about progress, they care about the future, they care about what they’re used to, they care about what they’ve been put through. And so, in giving a shit, there is common ground.
I never thought I’d see a day where wearing too many clothes at the beach was an enforceable offense. For a modest, mid-century culture it made contextual sense that people were offended by the bikini in the 1950’s. These “we’re seeing too much of your butt” feelings still linger through our current society, but no longer are women removed from the beach if they refuse to cover up, you just look the other way if you don’t like it.
Imagine your business HQ residing in an old Italian castle of stone and plaster. Imagine that it’s surrounded by a sweet little historical hamlet, bursting with culture, academia and beautiful gardens. Imagine that all the people of the local town are happy, educated and have found purpose in their work. Their work for you. And you are one man, and you made all of this happen through fashion. Well, that’s a brief synopsis of the career-to-date of Italian cashmere designer, Brunello Cucinelli.