This is a post I wanted to write on December 31st, but then I thought it was better to say nothing than to write a, even negative, review, but now you see it's a bit "too much."
So I'm warning you right away, this post is not cheerful.
I start from the observation that today we can say it, we are one of the pioneers still alive in ethical fashion. And yes, because the year 2012 was a catastrophe and the worst part is that it continues in 2013.
Brands are closing because shops are closing, and if shops are closing, it's because consumers are ultimately not very interested in anything related to ethical fashion. So yes, we too knew abundance, the days when we had so many professional orders to send that we came to work on weekends. And yes, for the first few years, I worked weekends, first to make organic cotton and ethical fashion known, and then because since organic cotton was in fashion, many shops were opening, so we had to fulfill orders.
That was before, the crisis (it may be a convenient excuse) came along, shops are closing, one after the other, which leads to the closure of other brands.
So yes, let's not lie, I'm really scared, will we manage to get through this like we have since the beginning and be able to live (without being millionaires, mind you) or will we end up like all these brands that are closing one after the other.
Because don't think that in Ethical Fashion, brands are rich, and what disgusts me is that brands like H&M (not to mention them) barely do organic and everyone talks about it. Seriously, it's already so easy for them, why give them more material... While small businesses in ethical fashion are struggling and have no visibility in the media.
I'm not talking about us, because we are lucky to see our organic lingerie everywhere!
(yes, that's an article we had in Terra Eco)(by the way, the magazine is great)
However, a journalist told me yes, but with Greenpeace's Detox campaign, more people should normally be sensitive... Yes, but no, apart from activists, environmentalists, those with an ecological conscience, it doesn't reach more people. And it's always the same, even if we want to reach a larger number, our target is always people who are "organic or ecologically sensitive," so we're going in circles... And the circle is not big!
I no longer want to believe that people will suddenly start buying organic (even if it's not much more expensive), I sincerely think it's a process... And unfortunately too few people make this effort, which means that shops close and consequently brands.
Because yes, organic is on the rise, but in food, in cosmetics, but in textiles...
Anyway, don't worry, it's not easy, but we're hunkering down and waiting for it to pass!
And you, do you have an opinion? You can just give your opinion as a consumer or a brand!
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