Coveteur Inside the Inclusive Fashion Brand Second Sight

For many, a "smart" purchase might suggest 1 whose pricetag is far below its bodily value. And though sticking to a budget is of import, making smart consumer choices goes well beyond asking how much an item costs. Long story brusk: Information technology takes more work to shop consciously in a way that respects every part of the supply concatenation and honors your own personal style. Only information technology'south far from impossible and well worth the efforts.

Ahead of the beginning of a new year, we're turning to experts who empathize what sustainability means, beyond merely a buzzword. They include Ana Kannan, the founder of Toward, a multi-make eastward-commerce site that rigorously vets its products and houses of-the-moment names like House of Sunny, AGOLDE, and Rejina Pyo, meanwhile Vanessa Barboni Hallik is the founder and CEO of Another Tomorrow, a label that offers luxurious pieces comprised of recycled and responsibly source materials, equally well equally transparency into each product's provenance story. Lastly, in the spirit of kickstarting 2022 with improved habits, nosotros checked in with Lauren Bravo, author of How to Break Up with Fast Style , which chronicles, in part, her own journey to quit overconsumption starting time on New Year' twenty-four hour period.

Together, they brand it clear that being a smart shopper is all nearly existence engaged and unafraid to ask questions—of brands you love and of yourself. Later on all, a better, more conscious style futurity requires dedication from all parties involved.

Photograph: Courtesy of Ana Kannan

In what ways (if at all) is the conversation around conscious consumerism unique in 2022? And what should we, as shoppers, exist aware of going into a new year?

"While conscious consumption has been a office of the conversation in the fashion industry for years, I think that the urgent and ubiquitous nature of the chat in 2021 is an indicator that information technology will dominate the industry in 2022. This past twelvemonth, nosotros had everything from the disruption of a manner show to point the urgency of fashion's impact on the climate, to the partnership between a celebrity and a style house to end the apply of fur, to the entrance of a traditional luxury mode house in the resale industry.

"Shoppers should know that going into 2022, brands volition be taking steps to further narratives of sustainability and appeal to customers who want to keep the planet meridian of mind when shopping. Merely exist aware that these efforts take real work. I encourage shoppers to challenge brands on what tangible efforts they're making to truly accomplish environmentally responsible change."

What's one of the most important habits consumers can unlearn in 2022? And what'south a more than intentional habit we can supervene upon it with?

"One of the about important habits that consumers can unlearn in 2022 is overconsumption; shoppers can finish buying more than and start buying ameliorate. Say no to fast mode and invest in pieces that are made with quality adroitness that you'll love for years to come.

"At Toward, nosotros've addressed this problem of overconsumption by limiting the number of fashion purchases that our customers tin can make during a calendar year to twelve per yr, if the customer has an account on our site. We're kicking this off on January 10, 2022. We did this to encourage customers to buy improve rather than buying more than."

In the interest of shopping smarter in 2022, what does "shopping smart" mean to you? What are tips for keeping yourself answerable to it?

"To me, shopping smart means doing your research to acquire more than about the sustainability and responsibility initiatives that your favorite brands are putting into practise. Enquire questions almost their efforts to decide if they're committed to systemic environmental change. And exist wary of terms like 'clean,' 'green,' or highlighting a new 'sustainable collection' ahead of noting any sustainability goals for the wider brand. If you're unsure where to start, I recommend checking out Toward'southward own responsibility framework and associated brands, to get a sense of who's doing a bully chore of beingness a truly responsible retailer, and what types of questions to inquire."

In what ways (if at all) is the conversation around conscious consumerism unique in 2022? And what should we, as shoppers, be enlightened of going into a new year?

"I'd hold it's a topic that has been leading fashion industry conversations for years, merely actually, I think it's only very recently that the boilerplate fast fashion shopper has started to become aware that their wardrobe has a huge environmental and humanitarian cost. And in many cases, consumers still aren't enlightened. The fast fashion market is withal huge, and hugely toxic, and I'd like to believe that about of the people still buying it aren't doing so because they don't intendance— information technology's considering they genuinely don't know, or because they feel they take no other options.

"Sustainable fashion is withal seen equally elitist by many people, sometimes mistakenly (the almost sustainable clothes are the ones already in our wardrobes!) and sometimes for entirely valid reasons (who has $300 to spend on a new dress? Why do these 'thoughtful, caring' brands all stop at a size 14?). But thankfully that is changing, there are more and more than pocket-size brands offering size-inclusive and more affordable options, and shoppers are getting much more vocal when information technology comes to demanding sustainable fashion that actually serves them."

As someone who's all also familiar with breaking a harmful shopping habit come up January 1, what's one of the most important habits consumers can unlearn in 2022? And what'southward a more intentional habit we tin can supplant information technology with?

"I think it's probably the habit I struggled with the most (and still do!) which is buying stuff out of boredom or emotion. It wasn't until I quit fast fashion on January 1, 2019 that I realized how much I used shopping as a go-to cure for every feeling. Sad? Shop! Happy? Shop! Hungry? Shop! Insecure? Shop! PMS? You get the picture…

"Merely it'southward tough because peckish that thrill of novelty is part of human nature; psychologists call information technology 'habituation', the way we go bored when nosotros're overexposed to the aforementioned stimulus (ie. an old outfit) and offset sniffing around for a new hit of dopamine instead. So to supplant that old habit, I'd recommend getting better at styling and experimenting with the clothes yous already ain. It sounds obvious, but when was the last time you really spent an hour or two trying on new combinations of clothes and accessories already in your wardrobe? Any time I feel that urge to buy something that I know I don't really need, I force myself outset to go back to my wardrobe, dig out all the old pieces I've forgotten about, and be creative putting new looks together. Half the time yous'll find something that scratches that same tendency itch without buying anything new."

In the involvement of shopping smarter in 2022, what does "shopping smart" mean to you? What are tips for keeping yourself answerable to it?

"I'd say information technology's doing a bit of homework, if you can, and researching every brand before you give them your hard-earned cash. The Skilful On You app is really handy for that. And if a make doesn't have the info you lot want, enquire them questions! Where are their clothes fabricated, and who by? Are they paid a living wage? What virtually their fabric? Sadly almost of the time if they're not telling you straight upward, it'south considering they don't want you to know. I'd also suggest living by the #secondhandfirst rule, if you can, which ways simply ownership brand-new clothes as a last resort. Ever check resale sites and charity shops first, or consider rental instead of buying (especially for partywear), or only borrowing it off a mate instead.

"Finally, try to get a handle on the difference between 'like' and 'want' and 'need'. Obviously, we all purchase fashion that nosotros don't strictly 'need'—that's mode's whole deal. But sometimes there's nothing more depressing and guilt-inducing than buying something gorgeous that you know deep downwardly you'll barely wear—oft considering it's designed for a life yous don't lead or a person you're simply not. Try to call back of fashion as an art form instead of an everyday essential. But because you honey a dress on the hanger (or on Instagram!), it doesn't mean it automatically deserves a place in your life."

Photo: Courtesy of Vanessa Barboni Hallik

In what ways (if at all) is the conversation around conscious consumerism unique in 2022? And what should we, every bit shoppers, exist enlightened of going into a new year?

"Nosotros are at a tipping indicate for the planet and what used to be a bonus is at present an imperative. Within this frame, I believe that 2 main forces are driving a new era of conscious consumerism. First, resale is reigniting the concept of wearable as an nugget. And second, traceability and transparency are going to fuel a new era of brand accountability.

"Both of these are great news on the waste matter and ecology front, nonetheless they practice not necessarily address ane of the undercovered issues in manner, which is human welfare and the fact that the vast bulk of the people who make habiliment do not earn a living wage. In my view, questions from customers are incredibly powerful and I propose that if shoppers focus on only one it would be: was the person who made this item paid a living wage?"

What's ane of the most of import habits consumers can unlearn in 2022? And what's a more than intentional habit we can replace it with?

"Turning away from inconvenient truths. Your engagement is incredibly powerful, and it doesn't have to mean walking away from your favorite brands, simply engaging them.

"Commit to staying curious and asking questions of brands you lot buy from. In addition to the 'living wage' question I mentioned, as an analogy, try taking the concept of farm-to-tabular array and apply information technology to vesture, request where the materials were sourced from and why. Almost oftentimes, brands won't have the respond, but the fact that you are asking will spark of import questions for them and let them know you care."

In the interest of shopping smarter in 2022, what does "shopping smart" mean to you lot? What are tips for keeping yourself accountable to it?

"Call back about each piece as an asset. Will it retain its quality, relevance, and value over years? Can you resell information technology? In addition to existence obsessive most sourcing, these are the questions I inquire of myself. And other than T-shirts and similar items worn close to the body, I do not buy annihilation I practise non intend to keep for years and could non resell."

Share this post