Can we slow down the mad fashion world?

What is the psychology and sustainability of clothing?

Girl in colors
There are powerful subconscious forces at work in the world of fashion.
Do we dress in specific ways to feel comfortable?
To look attractive?
To make a statement?
Do the latest trends affect us, or those around us, even if subliminally?
How much does lust play a role?
Can we find the human spirit in it all?
Making lace
Do we know who we're supporting when buying clothing?
Local artisans? Industrial machines? Is it ethical labor?
How did those clothes get to us?
In this day and age, is it too much to expect full transparency?
Beautiful couple
Why is it fashionable to support big brands?
Why can popular labels charge a premium while small artisans shouldn't?
Is there something in our psychology as consumers that needs to shift?
Here we empower those who deserve a chance in a world dominated by the fashion industry.
Polluted waters
What's the hidden cost of making our clothing?
How do factories source and dispose of inks and dies?
How are the fabrics made?
With properly-aligned values, we as consumers can find out what there is to know.
Measuring tape
In a culture where only specific body types are considered sexy,
what psychological pressures do people feel?
What will it take to shift perceptions?
Does the key lie in new paradigms of fashion?
Woman's yarn
A platform for new initiatives, profit models, production systems, crowd-sourcing and micro-financing.
Is it David taking on Goliath?

What we
work towards

Hat and shall

Ethically and sustainably sourced

The clothes we wear should bring us comfort, but the way they’re made should also bring wellbeing and prosperity – to people and planet. It’s easy to point fingers at the clothing industry when some of their more egregious practices surface – but who really knows just how the clothes we wear on our backs right now were produced? It’s an amazing feeling wearing clothes that we know we can feel good about in every way – and it might not take long to have others wanting the same for themselves. This is fashion after all. But we're also redefining the whole concept of fashion.

Sexy girl

Studying the psychology of fashion

Many women know from a gut level that the ideals set by the fashion world generate suffering. Many teenagers can attest to that too, whether they're following the latest trends or not. But what can we do about it? How to work with a world that all too often sexualizes the human body? The truth is, we need to redefine sexy. But for that, we need to dive deep into the psychology of it all, understanding the subtle undercurrents created by how people dress. Here we begin an exciting journey beyond judgment and repression, towards the liberation of the human spirit.

Group shirts

New approaches for new times

This is a platform for innovative ideas. From new models for producing and financing clothing, to the way we present ourselves to the world through what we wear, we take into consideration all creative approaches. How would a line of T-shirts best act as a conduit for bringing people back into presence? How can clothing itself help people understand the pressures that women go through to conform to a certain idealized body type? What mass movements are worth supporting through clothing? There is endless potential here.

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Psychology, sustainability, ethics, causes to support, attractiveness – redefining what we wear.