Our goal is to reduce clothing and footwear waste. Our responsibility is to encourage you to extend the use of what you already have, keep it in the biosphere as long as possible, and/or dispose it properly in order to keep it away from landfills to preserve a healthy environment for all.
When we decided to launch The Proper Label ™, our goal was to democratize ecological sustainability. We realized that ecological sustainability [as much as diversity, inequality and inclusivity] is a multi-dimensional issue, that does only depends on the behavior of a group of customers but has to be approached as part of a larger fight against some of the various logic of capitalism, such as endless accumulation and the system as a whole.
Therefore ecological sustainability is fundamentally a social class issue, one that concerns all the layers of society.