PLEASE COPY THIS

Dear H&M, Temu, Shein, Nike, Adidas – and everyone else making stuff!

Let’s not pretend it’s possible to make sustainable clothing. Everything we produce leaves a footprint – and you know it too. It’s time to talk about what actually makes a difference: getting people to use their clothes longer.

We started out by challenging the products – hey, Zipwear™ – but now we’re going further. Much further. We’re challenging the entire business model of the textile industry. And we hope more of you will join us.

Using recycled materials and cutting out toxins? That’s no longer enough. That should be the bare minimum. If we truly want to make a difference, we need to rethink how we produce, consume, and define ownership.

So below, we’re sharing what we’ve learned – openly and honestly – in the hope that you copy it. Yes, really: We hope you steal shamelessly, use it, build on it, or make it better.