In a moment where sustainability took the reigns of fashion content and storytelling, there’s a real greenwash danger associated - among multiple other factors - with the taking over of the biggest corporations applying the same sustainable messaging as the independent labels that had this approach as a distinctive factor. And even considering that parts of the chain become more sustainable, a lot - or even all - falls on the business models practiced.

To tackle the threat, smaller sustainable brands are always looking ahead and some are taking things to the next level: circularity. The early definition by Anna Brismar back in 2014 states that circular fashion applies the concept of a circular economy to sustainable development and concerns the entire life cycle of a product, from design and sourcing to production, transportation, storage, marketing, and sale, as well as the user phase and the product’s end of life.

How can we make this a reality when so many layers need to be applied and respected? It’s not easy, but some brands like Human Are Vain are doing this. The amazing path towards circular footwear led by Chris Margett is truly inspiring. And quite challenging to match a strict policy with the design goals of the brand (we all know how hard it is to make sustainable shoes look cool). Safe to say we all will be hearing a lot from Chris and HaV.

There’s much more to hear, let’s say from this conversation I got at least a brand new topic I hope to uncover soon.

You can find and connect with Chris on Linkedin: https://www.linkedin.com/in/chris-margetts-39751b53/

More about the brand Humans are Vain: https://humansarevain.com/