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”.
Andra bloggar om: mode, kläder, hållbar utveckling, miljö, john smedley
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6 comments
Heather Strang says:
Nov 8, 2007
Thanks for the post – love this t-shirt. Have you checked out Evidence of Evolution? They’re an organic fashion line as well. I wrote about them recently on Retail Design Diva: http://retaildesigndiva.blogs.com/. Check it out when you have a chance and be sure to leave comments with a link to your blog.
Cheers,
Heather
David Carlson says:
Nov 8, 2007
Heather, I will check out your post right away!
Rosa says:
Nov 15, 2007
Hej!
Very interesting post as well as the report about new luxury!
I’m actually doing research about luxury in a postmodern society in a broad sense (not only goods but experiences, people, brands, feelings, etc.) and also the goals of the current society regarding to having and being in different countries. Currently I’m working in Sweden as guest researcher at Stockholm University Business School.
I’m having interviews with consumers as part of my research project, so if some of you would like to participate in my research, just send me an e-mail (rosa.llamas@unileon.es). It will be an informal conversation to talk about different issues while having a coffee and a piece of cake!
David Carlson says:
Nov 15, 2007
Dear Rosa, thanks for your info and good luck with your research!
Fiona Mckay says:
Nov 18, 2007
It was only a matter of time before luxury cottoned on (no pun intended) to the desiriblity of consciously-manufactured items….items which have been made with care and attention. At the end of the day, if there is a better cause, consumers will be willing to part with the little bit more cash than usual.
David Carlson says:
Nov 18, 2007
Fiona, I think that the luxury industry will have no choice in the future, they have to be responsible to be able to sell. And as you are saying, consuming is not all bad, because we decide what kind of world we want with the money we spend.