Spring 2008 will see the launch of a new joint-branded John Smedley/Better Thinking Luxury Redefined t-shirt. Made in Derbyshire from organic, fairtrade, extra-long staple Peruvian cotton with an exceptionally low water footprint – the Luxury Redefined concept takes sustainable design and communication to a new level. Supported by a product brochure and web site that tell the story through beautiful, evocative photography, the t-shirt combines the ultimate in luxury with the ultimate in sustainability.
Better thinking ltd – a sustainable strategy, design and communications consultancy – has considered every aspect of the t-shirt’s environmental and social impacts since initiating the project in October 2005. Mike Betts, better thinking Director, sees the launch as a milestone in sustainable product development. “The Luxury Redefined t-shirt will help to define the sustainable luxury sector. It’s the first time that the full story of a sustainable product has been shared with consumers, not just by documenting the problems, but by showing in a concise and engaging way how we have found the solutions to these challenges.”
Dawne Stubbs, John Smedley’s brand manager adds “It was clear from the first time we spoke with better thinking ltd that we shared the same values around craftsmanship and innovation – and a passion to create a sustainable product without compromising quality in any way”.