- 3 min. Reading -

Fashion needs to shift its narrative on sustainability from guilt to one of joy.

Getting dressed has become a political and moral minefield. On the one hand, there is the joy of a package arriving home, signaling a new opportunity to dress up and shake off the darkness of the past two years. While, on the other hand, there is feeling guilty and ashamed that each of our purchases is contributing to the impending climate apocalypse.

The idea that every time we get dressed is an opportunity to tell a new story about ourselves , is one of our most widespread beliefs.

The pandemic has revealed the desire of many of us to tell new stories and fashion allows us to remember who we were and above all it allows us to look ahead and tell new stories about who we want to become.

According to some research, 65 percent of women and 56 percent of men feel their self-confidence is "strongly influenced" by the clothes they wear . But when it comes to sustainable fashion, the most common feeling is guilt, and half of consumers aren't even sure what sustainability means in the context of fashion.

Fortunately, more and more of us understand that the rate of consumption, in the fashion industry, simply cannot continue at the rate that it has in recent years.

In the year 2018 found that the number of items of clothing purchased per person has doubled over the previous decade, and the number of times an item is worn before being thrown away has decreased by 36 percent compared to 15 years ago. . What we currently define as fast fashion or throwaway fashion.

And the big problem is that the buy less but better message is still not landing the right way. In part, because when we talk about it, what we imagine are clothes as a collective uniform, in navy blue, beige or black.

And although there is still a lot of work to be done, there are reasons for optimism, as brands we are really beginning to take measures for change, for example at AAIN we do not use the typical plastic bags from courier companies, we use our own made from of recycling , all our labels come from reused paper and our productions are small, controlled and come from ethically and environmentally responsible workshops, seeking to minimize our impact through innovation and the use of friendly fabrics with our planet.

When we think about being more sustainable, it's not just about saying no to hectic shopping, but about saying yes to shopping in new and exciting ways , about what we wear defining the best of who we want to be, and finding more joy in sustainable products and behaviours.

Fashion often leads the way in terms of helping define the stories that people want to tell about themselves. At AAIN we are creating garments that help you tell new stories, stories about sustainability, that are born from joy, optimism and move away from guilt, thus helping the long-term recovery of the industry.



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