With fast fashion comes a throw-away culture that not only increases consumption, but decreases love for what we have. We don’t treasure our purchases the same way as we would if we had saved up for a long time and longed for a certain piece of clothing. But living a more conscious and sustainable life means valuing what we’ve got and caring for it, ensuring it can last for a long time.
The latest initiative by Swedish fashion label Filippa K is a step in the right direction, encouraging us to care better for our clothes. Filippa K creates classic pieces of good quality and has a strong sustainability ethos as part of its core business, something founder Filippa Knutsson has valued since the start in 1993.
“I set out to build a brand with substance and truth, not dependent on the superficial trends of the fashion industry”
The label has launched various initiatives with sustainability in mind, such as Filippa K Lease, where you can borrow a piece for a special occasion rather than buying it for the sake of buying. Earlier this month it launched Filippa K Care, a guide on how to wash, mend and care for your wardrobe. Basic tips but a positive development encouraging us to engage more with what we wear and own. That the initiative has been launched in collaboration with Cereal Magazine adds additional value and style as the photos are beautiful!