“There is a lot of wool being pulled over people’s eyes - especially in fashion. In fact, the fancier the wool, the more pulling tends to be involved. And we really don’t like where this is heading.”
Sound, ethical, transparent, sustainable entrepreneurship is about putting creativity slap bang in the middle of your entire venture and keeping it there at all cost, whilst maintaining a promise to both the environment and the people who keep your brand afloat.
This requires checking in with them as much as possible, just to make sure no-one is speaking in tongues.
Keeping it real is a pretty full-on occupation that involves upholding the highest level of dedication towards the things you really believe in.
Because, just for the record, we didn’t get up one morning thinking to ourselves: ‘Hey, let’s turn an apple into a shoe.’ There’s was slightly more involved to it.