Forward
When I came across the term ‘fashion-forward’ recently, I didn’t know what it meant. It sounds a bit like ‘pay-it-forward’ and was linked to the footwear brand Rothy’s conversion of 100 million water bottles into colourful shoes, so I did some checking. According to the Cambridge dictionary, it refers to things that will soon become very popular or fashionable. That’s different to what I thought, but I like the meaning just as much. To consolidate its fashion-forward moniker, Rothy’s has set an ambitious recycling goal to achieve fully circular production by 2023. Which other brands qualify as forward-fashion pioneers?
— Wayne Visser
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From Purpose Inspired: Reflections on Conscious Living, Volume 5. Buy on Lulu ↗