We’ve compiled a manifesto as a guide to our content creation – it’s an open-ended, living guide to our editorial journey that is of unfolding learning.
Care
Caring for people and the planet are fundamental to everything we do. In South Africa, we have to pay particular attention to the nexus of human need and environmental risk as we work with partners to promote equity and sustainability. (And yes, accurate care labels are essential to your product lasting as long as possible.)
Circularity
We actively support the shift from the wasteful “take-make-dispose” linear value chain into a circular system where materials remain in the economy, circulating as long as possible at the highest possible value. We encourage the use of renewable resources, innovative circular business models, and promote the re-use, repair and repurposing of materials.
Context
We want to scale back and slow down our hyper-consumer society, but we acknowledge that South Africa has to grow its economy on its path to transform the economy. We are interested in a just transition, and in how we can grow the economy with sustainable and regenerative practices.
De-centralise
We’re interested in de-centering and decentralising the narrative. We maintain an interest in big brand stories, but we are excited by the innovation and experimentation of outliers and independents who break from the herd and who make a difference. We also share work that gives voice and life to forgotten techniques and fabrications.
Environment
We are committed to protecting our planet and our country’s natural beauty and resources. We need to keep our air and water clean, our soils and ocean healthy.
Ethics
We support and promote ethical labour practices. Are you paying your staff a salary they had some say in? Do they have benefits? Do your staff have freedom of association? Are the working conditions compliant with health and safety regulations? Does your organisational culture make people feel included?
Fact not fiction
As much as we love fiction, we aim to deliver factually correct, well-researched (and beautifully produced) content.
Feel
We are aware of how our practices, messages and stories make people feel. We want you to feel respected, included and challenged… Yet, we believe unapologetically that discomfort with the status quo is necessary.
Innovation
We’re interested in finding solutions, both new and borrowed from the past, that will solve our challenges.
Local
We are part of a wider world, but to nurture our own community we encourage localisation that shortens supply chains which are easier to trace and which support our economy.
Materials
We look for materials that are as close to nature as possible and that will return to the earth causing as little harm as possible. We promote the use of mono-fibres as they are the easiest to recycle. We also support recycled materials as they keep waste out of landfill and in use for as long as possible.
Quality
Product development, design and manufacturing should have quality and longevity as central goals. Creating and making products that last reduces waste and the wasteful use of natural resources.
Social
An inter-sectional approach to sustainability is best suited to what we want to achieve: we need to address gender inequality, racism, economic transformation and climate change simultaneously.
Transparency
As far as is possible, we want to understand the value chain. You might be doing the right thing, but your supplier might not be. Check and ask questions – this inspires positive change. We encourage transparency about practices which will also facilitate rapid and effective change.
Waste less
We encourage reduction of waste creation. Reuse and recycle what waste you do create, and be mindful of how you dispose of the waste you cannot re-use.
- To help us strategise new content for you, please complete our survey here.
- Image by Anele Matomela @anelematomela @justbesoft featuring Zizipho Ntobongwana, Erica de Greef and Masego Morgan at the Future of Fashion and Twyg Awards 2020 event in November.
