Vision

The problem: Consumption is broken 

When did the cart get in front of the horse? There is a growing recognition that ‘conspicuous consumption’ is out of control. The planet burns whilst we shop. And the things we buy don’t seem to give us the satisfaction we all want. 

The idea of revolving our lives around buying stuff is starting to lose its lustre. Connection and embodied experiences are increasingly what we hunger for.

What is authentic consumption? 

Current modes of consumption can be characterised as addictive. That is to say they don’t truly satisfy and pull us into unhealthy loops of behaviour. Addictive consumption is characterised by manufactured needs and products that overpromise. This all works pretty well for big businesses who get a pay check every time we take a spin around the ride. But not so well for our souls. Or for our planet. 

Authentic consumption on the other hand involves the meeting of real needs with longer lasting solutions. We all have real needs. The practical like warmth. And the intangible like the need for beauty and human connection. Authentic consumption is what is required to satisfy these.

Addictive vs Authentic consumption (concept by John R Ehrenfeld)

Our menswear marketplace 

Our mission is to offer you ethical menswear that provides authentic satisfaction. 

Carefully crafted clothes, made with high quality materials. Made by brands led by people who care about people. Who know what’s going on in all areas of their supply chain. Call it ethical menswear. Call it farm to wardrobe menswear. Call it authentic consumption. 

If you’re into the details Our Standard is where we open up our process for selecting ethical products.