Future Threads Project is a non-profit global network and creative platform for those of us who are passionate about moving fashion forward. We believe in a future where innovation is the driving force of fashion and sustainability is something we take for granted. Through our projects and activities we want to be a part of this change. We want to inspire others to see the possibilities that lie w
ithin the concept of sustainability, and provide guidance and tools for consumers to make more conscious choices. IT’S NOT ABOUT WHAT YOU SAY – IT’S HOW YOU SAY IT. But when talking about sustainability and how to get more people engaged, there is something that is often overlooked – and that is the importance of how we communicate. We believe, that in order to get more people to actively choose to change their behaviour as consumers, it’s not really about what we say – it’s about how we say it. And because of this, one of our missions in Future Threads Project is to challenge the way we talk about sustainability in fashion. WE CAN’T FORCE CHANGE BASED ON VIRTUE – WE NEED TO INSPIRE CHANGE BY PROVIDING MORE ATTRACTIVE OPTIONS. For a long time we have been focusing on the problems in the industry when we talk about sustainability; a narrative that doesn’t sound encouraging, but rather depressing. Even tough knowledge of the problems is important, providing relevant solutions is as well. Because we can’t force change based on morality and virtue – we need to inspire change by providing more attractive options. Sustainability is a concept that is full of possibilities and creativity – so that’s what we should focus on. WORDS THAT RELATE TO FASHION. This is what WE think needs to happen in the communication of sustainability, for it to gain some real traction in the world of fashion:
- NARRATIVE. We need to focus on the possibilities – and stop talking so much about the problems.
- SOLUTIONS. We need to make it easier to understand what an individual can do, and provide relevant reasons to why.
- VISUAL INSPIRATION. We need to make sure that the image of ‘sustainable fashion’ doesn’t differ from the image of ‘fashion’.
- FASHION MEDIA. For a trend to change, the discussion needs to start where the trend starts – blogs, magazines and social medias.
- WORDS. Eco, sustainable and ethical sounds boring – try to use words that relates to fashion.
