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Green. Eco. Conscious. Climate Positive. Carbon Negative. The conversation around fashion’s social and environmental impacts is riddled with jargon. In a time where we’re all waking up to the far-reaching impact of our modern lifestyles, many of us are looking to make better decisions but the majority of these marketing slogans are just that — catchphrases with untraceable statistics and vague claims. Without data and transparency around these claims, we lack good quality information needed to understand our impact and as result are no closer to making informed decisions.

If we’re serious about tackling the climate crisis, we need to face the fact that, the only way to reduce the impact of our consumption habits, is to shop less — regardless of what the incumbents want us to believe. Together with Mathias Wikström CEO of start-up Doconomy, Jacob Östberg Professor of Advertising and PR, as well as Niclas Ihrén Sustainability Strategist at Matters Group, we urge the fashion industry to stop misleading their customers with vague marketing claims, and for the media to do more in examining environmental claims before writing about them. …

ASKET’s co-founder, August Bard-Bringéus shares how the global pandemic could be an opportunity to reset and build new ways of operating within the apparel industry

With the global pandemic, putting lives and economies at risk, the world has mobilized with a sense of urgency that hasn’t been seen in 70 years. What many of us enjoyed as everyday human rights; travel, social contact, leisure, have been put on hold almost overnight. Governments are ramming through unparalleled legislation to support financial aid. While companies are scanning their value chains for vulnerabilities at hyper-speed.

Above anything what the lockdown has shown is our remarkable ability to unite, to act and to adapt in the face of an unquestionable threat. But as we make decisions to protect citizens and kick start economies, we must lift our gaze to a post-pandemic world, acknowledging that the decisions we make now will shape the future world we live in. In the fashion industry, we can’t afford to fall back on the consumption logic that has dominated, rather we must take this opportunity to emerge stronger: ethically and financially. …

Forget Fast Fashion. Although we decided to paint a different ‘F-word’ on a 110m2 wall located on one of Stockholm’s busiest shopping streets, in September this year. In the wake of the growing climate crisis, we felt it was time to speak frankly about fast-fashion and the far-reaching impact it has, not only on the environment, but also those working in the supply chain and on consumer behaviour.

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The fashion industry is one of the most polluting in the world — accounting for 10% of global carbon emissions — and according to a report from The Business of Fashion and Mckinsey it’s estimated that by 2050 this will have increased to 25%. Not to mention further environmental issues such as the irresponsible cotton cultivation in Uzbekistan that has dried out the Aral Sea and the social toll with events like the Rana Plaza disaster, that saw a clothing factory in Bangladesh collapse and take 1,129 lives. …



The Pursuit of Less — We’re restoring the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces.

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