Sustainable versus fast fashion.

Hi Friends,

September 2016 I was visiting Premier Vision in Paris. What hit me was the raise in woolprices which was crazy. What also made me curious was all the substitutes for fibres like cotton and wool.

The business is suffering from many negative factors as the numbers of exhibitors tends to decrease sadly enough. We cannot blame the Chinese and Coreans for cheap products anymore because something is about to change.

Anyway, do we like the subtitutes? Yes we should indeed because we can´t go on using the land to grew cotton where we should grew vegetables or grain. We can´t continue consuming meat as we do today nor can we allow us to waste the resurses needed to produce expensive cotton such as water.

The future will need fibres produced both syntheically and by fast grewing trees like bamboo. The research that is going on to develope these fibres are growing and we see an increasing use of tencel cupro bamboo etc. The questions is, will these fibres stand the test against woll, silk, and cotton?


Yes, and I believe they already do. To create a longlasting fashion we need to see the industry from different angles and include the respect for the earth it self.

Sustainable fashion will be depending on the quality of the fibres, the conditions of the production such as the respect for the nature and avoiding pollution, but most of all the human beeing.

Sustainable fashion will never succeed unless we understand the true scary fact that we are the one who suffer from our greedy way of wasting the true resourses on the Earth. These resourses are limited and once they´re gone.... Well U do the math...

So next time you step in to a store to by a new piece of garment, ask yourself: Do I really need this? You will be surprised how many times the answer is No.

The consumer today is aware of this reality and sell to the client today you need to justify your product and its place on the market.


Kindest regards,