We think about end-of-use, not end-of-life.
There’s been a slow but steady shift among the fashion community to focus on a more sustainable industry. Many members of the supply chain, from textiles manufacturers to designers, are already embracing a circular economy model, and the need is more than critical. Consumers, however, are not adopting sustainable consumption at the same pace, so it’s up to industry leaders to create meaningful change by recycling and reusing materials and increasing the longevity of products. Collaboration is also pushing circular fashion forward. Many apparel brands are coming together through Ellen MacArthur Foundation’s Make Fashion Circular initiative, which was launched at the 2018 Copenhagen Fashion Summit. We need to do more than an illusion of change, we need to come as a collective to "remake the way we make things" and start doing good rather than "less bad.

As we continue to push boundaries and challenge the status quo, we want to evolve from simply reducing our carbon footprint to making a positive impact. We want to completely reimagine today’s present fashion industry and move to a new circular economy. We rely on broken systems to make, sell, and dispose clothing. Large amounts of non-renewable resources are continually extracted to produce the products we love, which largely end up going to landfill or incineration. We need to change this linear system by making fashion circular and eliminating waste. Changing the existing system demands radical transformation. This would require everyone in the fashion industry working together with unprecedented levels of commitment and innovation. We see this as an exciting opportunity to unleash the creative potential of fashion and it is an opportunity we are proud to be part of.

We are proud to work with principled people who help themselves by helping others improve their lives. Good Profits comes from making a contribution to society not from corporate welfare or other ways of taking advantage of people. The Proper Way is a win-win kind of way. This is how we strive to manage The Proper Label ™.


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