DEAR H&M, TEMU, NIKE – YES, EVERYONE WHO MAKES STUFF. COPY US!
Think about this: Food producers have to follow strict rules and date-stamp their products, so we don’t get sick from what we eat and drink. But what if the same principles applied to things—like clothes, phones, lawnmowers, and sunglasses? Only the dates meant the opposite.
The fashion industry (and many others) work desperately to make sure our clothes go “out of date” so you’ll buy this year’s trend and toss the old stuff. But what if we did the opposite? Imagine a date stamp that showed how long something has been in use.
OUR CLOTHES ARE DATE-STAMPED
Every single garment we produce is clearly marked with the year it was made. Maybe it sounds like a gimmick, but we’re serious. It’s about raising awareness: How long have you actually owned that jacket? Are you using it enough? Is it holding up like it should? Sometimes, people are proud and send us pictures: “Look, I’ve used this for 7 years—and it still works perfectly!” Other times, we get constructive feedback that helps us improve.
TWO PRACTICAL BENEFITS
Imagine if all clothing producers were required to date-stamp their garments. We could start measuring the real lifespan of clothes across brands. That would give you (and the rest of the world) insight into which brands actually deliver quality—and which ones you might as well steer clear of.
Another benefit? Spare parts! With a visible production year, the manufacturer knows exactly which components were used—and can more easily help you repair what’s broken. It simply becomes easier to fix—and harder to throw away.
DEMAND MORE FROM PRODUCERS
Let’s say your $1,700 phone gives up after just three years because the screen can’t be repaired or the software refuses to work with “old” hardware. If it had a clear birthdate and an ambition to live long, maybe you’d get annoyed enough to speak up—and demand better. Demand updates and parts that actually last more than a couple of years?
TODAY, THE OPPOSITE IS HAPPENING
Fast fashion (and ultra fast fashion—hi Temu and Shein!) pumps out new clothes at such a pace that yesterday’s t-shirt feels outdated before it’s even washed. The result? We consume twice as many clothes today as we did in the 90s. That’s not sustainable. It’s madness.
That’s why we do things differently.
