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    Wabi Sabi EcoFashionConcept Blog — sustainability in fashion

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    Why grandma is a luxury sustainable fashion guru

    luxury craftsmanship logo free

    It has always impacted me that grandmothers love my brand.  Sustainable, slow, green are words and concepts that you expect millennials to be familiar with but might be too modern for many  grandparents. However, grandmas are the ones telling their daughters and granddaughters to buy Wabi Sabi. It´s not because of the style or the eco-friendly fabric or the brand ethics, but instead because of the quality of the craftsmanship.

    Grandma´s sales pitch goes something like this: "This dress is very well made. It will last you for years. You don´t see garments like this anymore. When I was young.... Good craftsmanship and attention to details is something really hard to find nowadays. Why don´t you get this dress. It´s a great value and definitely worth the price tag."

    Grandma gets it! Yes!  Wait, is grandma some kind of sustainable fashion guru?

    Well, sort of. In grandma´s time if the quality of an item wasn´t good consumers wouldn´t even think about buying it.  Since the 80s fast fashion has taken over. Sadly, most consumers today do not even know how to recognize quality. They lack basic knowledge about fabric and garment construction that was common years back.  Consumers have become more price sensitive, more interested in filling the closet the with the latest trends, and more aware of  whose wearing what among the hottest celebrities.  

    China, a country of garment workers or sophisticated consumers?

    During the past two decades most of our garments have been manufactured in Asia. Many of today´s wealthy Chinese have made their fortunes manufacturing things for the West.

    We know what grandma things, but what do the Chinese think about what makes a product a luxury item? Is it the brand? What celebrity is photographed in the clothes? What magazine the brand is featured in? Guess what?

    64% of urban Chinese say craftsmanship most defines luxury

    A study by  Mintel makes a very interesting point.

    “When we asked what luxury meant to them personally, is was much more about quality, personal fulfillment and craftsmanship than status,”  said Matthew Crabbe, director of research Asia Pacific at Mintel, Kuala Lumpur, Malaysia.


    Craftsmanship is first on the list, coming before the words “expensive” or “status,” when defining luxury.

    So what do western grandmas and the discerning Chinese consumer have in common?

    They know enough to care about quality of craftsmanship. Maybe we should start listening.




    The North Face & Wabi Sabi want you to buy into sustainability

    The North Face wants to figure out how to make sustainably made clothing that people will actually buy. 

    the noth face backyard project

    Local sourcing and craftsmanship has been shown to resonate with consumers, particularly when it comes to food. Consumers are willing to pay more for organic food because of health and environmental concerns. However,  this is NOT YET the case for most consumers when it comes to clothing. Adam Mott, director of sustainability at The North Face know this and has launched the Backyard Project to try to create sustainably made clothing that consumers will care about.The North Face decided to create a hoodie as  part of its Backyard Project, part of the company’s effort to work closely with the US textile industry, from farmers to factories, to use sustainably grown materials and reduce waste. The big question:  Could they produce a product from start to finish working only within a 150-mile radius of their San Francisco headquarters? Did they do it? Almost.

    Although consumers say they care about sustainability, it’s not always a priority when they shop for clothes.  Instead, consumers buy clothes based on aesthetics, price and performance. We think consumers are right in the way they make this decision. Clothing is not about sustainability.  Clothing is about functionality and looks, and all purchasing decisions, whatever they may be, are based on price ( How much can I spend? How much do I want to spend on this? Is it worth it to me to spend $ on this instead of on something else? If I buy this cheap then I can also afford that? Am I willing to spend more to buy this high quality item that I feel is worth the price tag? ....) .

    So how does sustainability fit in and why is it so important in the textile industry?

    At Wabi Sabi our firm belief that what you put on your skin is just as important as what you eat leads us to use organic materials and incorporate sustainability as a fundamental part of creating high quality fashion.  We are not on a mision to change consumers´ buying habits or decision making process. Instead we inform consumers, just as the food industry has done, about the importance that clean soil, clean water, materials free of toxic chemicals and non polluting production processes have on our personal health and wellness. Those same health and environmental concerns that lead consumers to buy organic produce should lead consumers to buy bio cosmetics, household products and sustainable fashion. Most importantly as a brand we offer consumers a stylish alternative to wear that encompases all of these values. 

    No one should buy bad tasting food or ugly clothes just because they are sustainable

    We don´t aim to sell sustainabillity or to talk people into buy clothes because they are sustainability. Yes sustainability is one of our core value. Yes we make our clothes with certified organic fabrics, but Wabi Sabi is first and foremost is about fashion and great design:

    We create clothing this is aesthetically beautiful, designed for excellent performance and perfect fit at a reasonable price point that will make our customers look and feel wonderful everytime they wear one of our garments.  

    Through sustainability it is possible to have great clothes that also help us live healthier and happier. We won´t settle for anything less for ourselves. Why should our customers? 

     Learn more about Sustainable fashion and Wabi Sabi Eco Fashion Concept.

    Find out more about The North Face hoodie and the Backyard Project