How many times have you seen an ad showing a ravaged ecosystem, starving children or abused animals, and then changed the channel? That’s a natural stress response. Humans are programmed to avoid what’s uncomfortable, so why put important messages, including ones about sustainability in a format that persuades people not to listen?
I am aware that this whole issue must be treated as an urgent matter, but I think this can be done in a different way.
I want to change the dialogue and make it more positive to try to educate people with our own initiatives at seventytwo°.
seventytwo° is not completely sustainable yet, and the reality is, it will probably take us a few years to reach that goal, but as we work toward it, I want to focus on promoting environmental awareness and being totally transparent with the processes of the brand.
We are currently working with a small factory in Miami, Florida that creates short manufacturing series and generates a positive impact to the market, while avoiding a negative impact to the environment.
Social consciousness and responsibility are vital for us. The people who are part of our team at seventytwo° are fundamental, that’s why we help our employees provide sustenance and quality of life to their homes. And provide them with the necessary training for the happy development in their labors.
There’s still a lot of work to do. As the director of seventytwo°, I’m constantly thinking of our growth and our future, and that includes creating products that are 100% healthy for the environment and of the utmost quality, so we can prolong the life cycle of the garment (without hurting the planet).