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Conscious consumption

Zero compromise

When Oriane and I officially became vegans to save the planet four years ago, we were far from imagining the wave of questions that would follow this decision. Ecological considerations but also social and ethical questions stopped us dead in our tracks. We discovered that we wouldn’t change a thing without adapting our entire lifestyle. Every purchase has an impact and it goes way further that just food. Little by little, we worked together to new green routines, in our kitchen but also in our daily consumption. We would share our discoveries and support each other towards more sustainable habits.

For me, the green movement that is becoming so important in our generation feeds from this spirit of collaboration. It can be tips from a very eco friend or a bloggers recommendations : sharing information and advice plays a huge role in the developpment of the green movement. Today for example, veganism is gaining a lot of exposure amongst younger teens with Instagram. Every country has its own « zero waste » page. Sustainability is taking a huge space on social media and small brands like Allure can openly engage a discussion about ethical consumption. The internet allows us to create communities of likeminded people who fight for a better world. Young connected millennials are at the forefront of this revolution.

We are tired of living in a system that isn’t ours anymore. Seeing our planet being destroyed and suffering the consequences makes us want to dream about changing things together. This beautiful mix of ethics and hype was born with the vegan movement, that really spoke to millenials. Health is an extremely important part of our lives. We are also understanding that we are what we eat but also that we are not alone on this planet, that all beings deserve to be healthy too. This empathy has grown to other aspects of our lives. Every purchase has a human and an ecological impact. Buying a new pair of shoes becomes a huge moral issue, but in the end, purchasing with purpose is very gratifying.

Today, thanks to artisans like Natacha, our conscience spreads to the fashion industry, that is also the second most pollution industry in the world. Even high fashion is stepping away from leather, fur and big brands are working on their new green image. Don’t be fooled, we need small brands. The ones who have real values and that let small entrepreneurs live their dreams. If you could choose between paying a huge and polluting industry or a small local farmer, which one would gain your trust and money ? The answer seems evident, yet everyday we choose the former just because they are more convenient. It is time to change this model and to look for brands with purpose that match our values.

Knowing what is good for us and the environment is the best way to be the main actor of your life instead of a simple consumer. Observing many aspects of each product, taking time to get information from the creators themselves on social media for example. These are the new rules of slow fashion. For us, sustainable emerging brands are the only ones capable of controlling their ecological impact from beginning to end. I’m happy to know that by investing in Piñatex, I’m cruelty free and waste free ! The future is made of brands like these : ones with zero compromise.

Victoria Etchepareborda,

Co-Founder of Ecolabo, a mindful curation of sustainable goods

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