What is truly sustainable about a vintage wardrobe

"Sustainable fashion" has become a marketing slogan. Every second chain has a "conscious collection" and every influencer talks about sustainability while promoting new clothes. Let's talk about what sustainability in fashion really means and where vintage stands.

The most sustainable piece is the one that exists The production of new clothes is enormously demanding on water, energy and chemicals, even "ecological" cotton. The most effective way to reduce the environmental impact of your wardrobe is not to buy more sustainable new clothes. It's buying less new clothes and extending the life cycle of what's there.

What vintage really does

By buying vintage, you do not create demand for new production. Clothes that would otherwise end up in a container or landfill (a large part of "donated" clothing goes to developing countries or landfills) get a new life. In addition, vintage clothing is generally of better quality, wears longer, and is easier to repair.

What vintage does not solve Moving clothes still generates emissions (logistics). Curated boutiques like us choose from a limited number of pieces, so the selection is smaller. And above all: vintage is not an excuse for mindless shopping. Buying fifty cheap vintage pieces that you don't wear is worse than buying five good pieces.

Our approach We are not a certified sustainable company and we do not bend reality with marketing. We sell clothes that exist, we choose them with care and we believe that less good is more than a lot of mediocre. This is our entire "sustainability manifesto".