We all live in the society of slogans. We are pervaded by advertising messages and by ephemeral cultural phenomena; this complicates our life when we want to go beyond the surface of these communication 'meteors' without being carried away by them.

This is certainly the case for the world of fashion, a mean for expressing our beliefs and ways of being since ever: nevertheless, as in fashion, all the contradictions of this emerge 'liquid society'that consumes everything quickly and where appearing more than being seems to be a value.

It happened for the 'Green Friday', The alternative to Black Friday that tries to promote more ethical purchases or goods produced in a sustainable way: it immediately became'Green Washing', a marketing trick of large companies (which are not sustainable) to build a deceptive and falsely eco-friendly' image of themselves'.

Do not allow 'Green Washing' and prefer creations sustainable fashion 



And guess what? The same thing happened for feminism and violence against women, also used here for commercial purposes. And so we have witnessed a wave of garments produced in a way that is anything but respectful of the female gender, invading social media and the profiles of fashion bloggers: like the now famous DIOR t-shirts that declare 'WE SHOULD ALL BE FEMINISTS'which certainly turn the spotlight on an this age-old problem but at the same time reduces it to a 'pop product' and once again trapped into the circuit of consumerism as an end in itself.

In fact, most of the big brands that have ridden this phenomenon seem to forget how and where their garments are produced: they are all'fast fashion' brands!

Over 80% of the workforce in the textile world is in fact made up of women in subordinate roles, with lower wages than those of men. We know that the main part of the production of big brands is concentrated in the countries of Southeast Asia where, due to cultural stereotypes, women are often subject to harassment and violence, not only verbal, which also causes economic loss.

WHICH estimated that the industry loses $ 89 million annually for this reason. In particular, the loss of productivity of those who suffer harassment costs them 88 million; almost 550,000 are lost due to absenteeism (an average of 3.3 days is calculated following the harassment); and 85,000 due to the flight to other companies.


A way to be a real SUSTAINABLE FEMINISTS is this: buy only from small producers, choose brands TRULY ECO-FRIENDLY And SOCIALLY RESPONSIBLE, favoring the MADE IN ITALY brandswhich guarantees not only superior quality but also good work conditions and salaries for the workers. Don't get carried away by slogans and search under the surface of things. Choose products made to last a long time and never 'disposable'.

And when you do, spread the word!

In our case, many customers post photos of themselves with their MUTH regenerated leather bag on their profiles with the hashtag #MUTHNOWASTE. 

GO TO OUR IG PROFILE  and contribute to spreading TRUE SUSTAINABILITY.

#giovediblog #muthnowaste #modaecosostenibile

Back to blog