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How to spread a cruelty-free message through a bag

Fast fashion focuses on following trends that quickly come and go with short life spans of products. This creates vast amounts of waste and environmental degradation. More sinister still is the unnecessary use of skin on bags.  The reason I set up our sustainable fashion brand was to transmit a message of living a cruelty-free life based on sound environmental principles. Fashion itself was not my primary interest. To be honest, I combine my clothes in various interesting ways to create a unique look. I am a convert to the slow fashion movement. I do not follow fashion trends but now I love wearing our thought-provoking t shirts and carrying our beautiful bags.  The unnecessary use of skin in fashion was the main problem I wanted...

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How to wear a t shirt in different ways to look stylish and unique

When photographing our range of animal-friendly t shirts, we wanted to show their versatility, to show how they can be used for different occasions and for different times of the day. When we took the PR shots of our wolf t shirt, we had this in mind. Our aim was to show how to wear this for the beach, for the office, for the evening and casually, which I think we show in the photos below.       Although our t shirts have a message of animal rights, due to their beautiful imagery and the fact they are monochrome, its possible to wear them with jeans or add a second brighter colour i.e. a skirt, trousers or accessories. Juxtaposing a monochrome t shirt with...

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Why being a fashionista beats being fast fashion victim any day

Are followers of fast fashion the ones to follow or the ones that follow? As teenagers struggle to fit in with their peers, the need to be wearing what is currently in vogue is striking. But to step off fashion conveyor belt can be liberating. I remember when I was 22 I wanted to do this. I wanted to wear a simple thing like a hat but I felt uncomfortable that people stare at me. Eventually, I plucked up the courage to wear the hat. I walked down the small high street in the northern English town where I was living a the time, and to my amazement, no one even gave me and my hat a second glance. It was a liberating...

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Sustainable fashion brands: a call to action for brand owners

With the poor state of our planet's environment, is it crucial that all fashion designers act responsibly, for the common good, and ensure that their fashion brand is sustainable. So what is sustainable fashion? Sustainable fashion, otherwise known as eco fashion, has its roots in a movement of environmental sustainability that is gathering momentum. Accordingly, fashion should be designed in a manner that can be reproduced infinitely, maintaining intergenerational equity of environmental resources, i.e. humans should maintain the planet's environment for future generations. The slow fashion movement is a backlash to the throwaway culture of fast fashion brands and the ensuing problems it engenders, including: the over use of land to grow the raw materials to produce plant-based textiles or to raise the animals whose skin, fur, or feathers are used in fashion the impact of...

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Why we created a fashion brand to transmit a message of animal rights & environmental sustainability

Our brand, BETTER ON ME, raises awareness of animal rights and the impact of animal agriculture on climate change. The brand was established to promote these views rather than to create a new brand for fashion reasons. With the launch of its first collection WE ARE ONE at Berlin Fashion Week this week, there was a real interest in the message of the new ethical fashion brand: with its artsy and emotional images on cruelty-free t-shirts showing how we humans and other animals can love each other and enjoy each others' company; while also raising awareness of how animal agriculture is destroying our planet.  See a video from the fashion show below: https://www.youtube.com/watch?v=e9iIlPRprqU&feature=em-upload_owner Canadian animal rights activist and photojournalist, Jo-Anne McArthur, whose images are used...

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