Why don’t I buy sustainable fashion more often?
Because it’s all made from felt and a little naff? Not true. Hasn’t been true for years. Still, I have to give it a moment’s thought before I can remember which labels prioritise sustainable production. Why those labels don’t advertise what they do better than others is a question for the marketing departments. Perhaps it’s because even they don’t think that sustainability is a great selling point. Doesn’t click enough, get enough likes, isn’t instagramable enough. None of which is true either. Because those labels include Filippa K. And Acne. And LemLem. And Edun. And Re/Done. Yes, those terrifically covetable jeans made from old Levi’s. And Serpui. Their handmade straw baskets and raffia bags don’t just tick all the boxes of this summer’s biggest bag trend, each one is a unique object of art (as you can see above). I discovered them on Almasanta, a new online shop for sustainable luxury fashion with a mission to make good brands more visible. Brands like Kalita, who make amazing dresses. Or Sancia for cool jumpsuits. Or Marysia for bikinis. Yes, Marysia produce sustainable. And their swimwear is incredibly sexy.
Because it’s tedious to research how organic the cotton of a t-shirt is or how locally produced things are before clicking the buy button? I run to the organic grocery store five times a week. I’ve been paying more and more attention to the ingredients in the beauty products I use. But when it comes to fashion, my decision to purchase is not burdened by any thoughts about how much water is used to dye a pair of jeans. Which makes me feel guilty to admit in writing. Yet, I’m not sure how to take that step from feeling occasionally guilty to being a more thoughtful consumer. Almasanta’s founders Claudia Magrina and Mercedes Escobar thought about this too and have labeled all of the products in store with symbols for „fair trade“, „natural fibers“ or „handmade“, among others. So you know what you’re paying for without having to do your own research. So that’s step 1.
Because it’s too expensive? Quick browse through the Almasanta selection: Nope, not true either. For the most part, the products don’t cost more than what I spend on clothes anyway. In a way I’ve already taken another step to more considered consumption without actively trying, because I have simply been buying less, which gives me more money to spend on individual pieces. In part it’s because the constant stream of Instagram posts, label hypes and 12 new collections a year from you know which Spanish high street chain, have made me more and more reluctant to play along (although, sure, I do give in to the odd Zara and H&M purchase). And in part because I don’t get any pleasure from spending money on something that will fall apart in the first wash. So isn’t it an argument to not buy a t-shirt if it only costs five Euros? I get so much more out of a piece that I will want to wear five years from now and that has the quality to last that long.
Because it’s difficult to find sustainable labels? Hasn’t this post answered that question?
The more I learn about Almasanta – their packaging is made from recycled materials, they give part of their earnings to charity, they use carbon neutral shipping… –, the more I like their concept and their beflief what fashion should be. And maybe you do, too.
Besides shopping online, you can visit the Almasanta team in their pop-up store in Berlin this weekend.
Almasanta Pop-Up Shop
Auguststraße 22
10117 Berlin
Donnerstag, 11 Mai: 12 – 20 Uhr
Freitag, 12. Mai und Samstag, 13. Mai: 11 – 19 Uhr
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