Fashion shouldn't cost the EARTH

Fashion consumers went from chasing trends to seeking a lifestyle, and wanting brands with a point of view, a singular attitude – mood- and a compelling promise. 

Sustainability moved from the domain of conversation to the domain of action, although still not quickly enough to make a significant impact to climate change and the world we live in.

In reality, inexcusably little has been done to transform how luxury fashion items are made and marketed. Overproduction remains the main culprit of luxury fashion’s environmental record.

Consumer awareness is growing slow on the issues of climate change and social responsibility, the “slow fashion” movement emerged as a response and more and more brands are committed to ethical and sustainable fashion and are gaining momentum.

-> Little has been done to transform how fashion items are made and marketed. 

• Overproduction remains the main culprit of fashion.

Sustainable fabrics are great but not when mass produced.

It uses up resources on a speculative strategy what should be in fashion, creates a massive carbon footprint and doesn't address the waste created by customers shopping behaviour - impulse purchase and "one time-wear. 

• The other problems lie in the lack of investment in R&D, lack of education about new fabric materials and of companies budgets allocated to sustainability initiatives - which usually comes from marketing and not from product design.

Fast fashion is hurting us all.

We are all in it together.

#DAVOS2020 #Worldeconomicfornum

-> We- at Michaela Jedinak- are proud to have been be at the forefront of this increasingly conscious movement

(Please read our Sustainability Manifesto) 

 Sustainability is at the heart of everything we do.

1. We believe in creating clothing that you’ll love for years to come. By only producing what’s needed, we can pour more resources into creating the best possible pieces. 
2. Our on-demand production model also means every piece is created just for you with the highest quality in craftsmanship to last. Not just one season.
3. We don’t subscribe to the traditional seasonal calendar but offer you what you want, when you want it.
4. We encourage you to buy less and invest in quality.
5. Our pieces are modern but classic, multi-seasonal, and versatile enough to create a wardrobe for all occasions