Self-deception of Fashion.

A philosophical analysis of the industry. (versão em português)

Know thyself”, the phrase inscribed in the Temple of Apollo, dated from the Ancient Greek, suggested the need for self-knowledge in our human existence. Leverage by Socrates with “The unexamined life is not worth living”.

At that time, Socrates saw a world in trouble, confused and unfair. He, then, looked for new possibilities, a world not lived by the shiny ephemeral power and wealth, but for the ambition to improve as human beings. Self-knowledge was the path to take us from one life to another: to a better version of ourselves.

Temple of Apollo

How far have we gone?

The world is still pretty confused. Our modern diseases as anxiety and depression are killing many people, if not their existence as human beings, are killing their souls, cut into pieces by life distractions on social media and many other media.

A distracted life is dangerous because we are doing things without reflecting on it. We are not behaving with true intentions, but being pushed by the inertia of other intentions, from the serotonin of a Facebook like to the dopamine of a promotion or discount, we are sleep-walking through life.

“We are so accustomed to disguise ourselves to others that in the end we become disguised to ourselves”
-Francois de La Rochefoucauld

I think, therefore I am.

Our self and our capacity to think is what makes us humans. There must be a consciousness (a thinking entity) for there to be a thought. And a doubt is the evidence of a thought. “I doubt, therefore I think, therefore I am”.

The opposite, when you don’t think, is not inhuman, but just ignorance. When you are ignorant, you become as vulnerable as an injured wildebeest calf in the Serengeti, a victim of other ignorants that live by the blood of ephemeral power and wealth.

When you don’t think, you let people decide on your behalf what you should think, how you should behave and what you should wear. You let someone else build your own identity. You become disguised of yourself.

Rodin’s Thinker

I wear, therefore I am.

The fashion industry is also pretty confused. It’s so beautiful, fun and influential, but it causes so much suffering and anxiety. Suffering because the people that work for it is exploited, and they are probably women of color from developing countries. And anxiety because it accelerates the need for the new, the FOMO (fear of missing out) of an ignorant teen, the victim of ignorance.

Then, we identify another problem, the environmental problem. Fashion is contaminating river, lakes, oceans and dumping from 240k to 3M plastic bags per day in the oceans. We are buying 400% more clothes than 20 years ago, recycling about 20% of them, the rest remain in the landfill, poisoning land and air with synthetic fibers. (source Regeneration Mag by Kyle Calian)

The lack of self-awareness, or the excess of self-deception, scares me. Adding to the confusion, a survey made with teens from New York found that the most recalled ‘sustainable’ brand was H&M.

H&M has been doing good improvements, but if you consider a fast fashion brand the most sustainable, you are not thinking hard enough, or not thinking at all. You are actually heating the hell because you feed the problem and become an accomplice.

The road to hell is paved with good intentions.
Saint Bernard of Clairvaux

I know that I know nothing.

As much as we try to look at ourselves from an external viewpoint, it’s impossible to not rely on our own subjectiveness. It’s like believing on what we don’t believe, or fake not knowing what we know. The observation of ourselves fuses with the observer. “The interpretation is the text”. — Eduardo Giannetti.

From Science to Philosophy, the only thing that we know is that we know nothing. And this Socratic paradox should be the only Conscious Collection we believe.

Know thyself” is when we transform the person into the object. Our target isn’t about the object that needs to be improved (the fashion industry) but on the person that wants to know about the unknown.

The person that knows, recognize not knowing and desire to know more. Those that I hope will become the most fashionable ones.


If you get through here, I hope it inspires you to think and I ask you to 👏 so more people can see it.

Most of these philosophical ideas and quotes were taken from a book that thought me a I know nothing: Lies We Live By: The Art of Self-Deception by Eduardo Giannetti.