“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.”
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.
Honesty is not about dishing out statements, it’s about being so convinced about your own product or service that regardless of the amount of public scrutiny you get for it would make you steer away from your values and beliefs.
An honest brand should therefore be dynamic in how it relates and adapts to an ever changing world and be truthful about how its commitment towards a safer, healthier and better environment is playing out at that specific moment in time. That is what we believe in and we will not settle for anything less.