Dare to Care – What You Wear

DARE TO CARE WHAT YOU WEAR:
Are you a catwalk connoisseur? A fast fashion follower? Or a charity shop champ? Whatever your personal style, your dress sense has an impact on the planet.

THE PRICE OF FASHION
The fashion industry employs an estimated 60 million people worldwide. It’s anticipated to be worth over $1.8 billion in 2023, making it one of the largest industries in the world.
Unfortunately, cheap clothes are environmentally costly. ‘Fast fashion’ created a pattern of consumption where clothes are thrown out before they are worn out.
It’s estimated 100 billion garments are produced every year to satisfy our appetite for new looks, contributing around 8% of global carbon emissions. Consumerism tells us that buying more ‘stuff’ makes us happy.

DO GOOD, LOOK GOOD
The idea of slow fashion offers a sustainable alternative to non-stop consumption. By buying vintage, second hand or sustainable styles, you can be smart environmentally, financially, and stylistically. By supporting brands and designers who are committed to sustainable wear, we can ease the strain on the environment. When you buy new, you’re looking for clothes that last.

Dare TO CARE
As a certified B-Corp, our mantra is ‘do better by doing good’. But you can also do good and look good. With this aim in mind, the Always Be team rummaged through their wardrobes to look out their finest sustainable threads. Whether it was a miraculous charity shop find, a hand-me-down from a relative, or a piece of clothing with sentimental value, each garment had its own story. Now we just needed to do them justice. We created a book to showcase our gladrags. And who better to model them than ourselves?

STRIKE A POSE
We hooked up with photographer Laurence Winram to give our finery the high-fashion treatment. During a fun shoot at his studio, we struck our best ‘blue steel’ poses, before selecting the most captivating shots. The result is ‘Dare to Care What You Wear’. It shows that style stands the test of time. As fast fashion continues to cycle through trends at speed, more and more of us are looking to slow things down for the sake of the planet. As a Certified B Corp, we care about sustainability. But we also know that more sustainable ideas work better. Just like slow fashion, our creativity and campaigns are designed to last. The aim is better value and higher profitability.