Sustainable fashion pioneers reject aesthetic sacrifices

Until recently, the sentiment of sustainable behaviour suggested a puritanical approach to ethical consumption. One that sees sustainability as requiring sacrifice and a loss of pleasure.

But according to this study from Copenhagen Business School, sustainable fashion pioneers enjoy a sense of freedom that contrasts with the conclusion reached elsewhere that ethical fashion consumption requires aesthetic sacrifice.

Sustainable fashion pioneers - a group the researchers found to be the vocal and pro-active consumers who actively engage in sustainable fashion - meld their ideals of sustainability with their desires for personal expression. Hence, the sustainable style of those pioneers carries important qualities of individuality, freedom, and longevity.

The findings are supported by other studies showing that social values are appreciated by luxury customers along with a hedonic value encompasses aesthetic, pleasure and experiential values.

Inspired by sustainable fashion pioneers and luxury customers, Vakigrad aims for delivering on superior sustainable leather goods by setting high ambitions for timelessness for style; product quality for longevity; and cleaner materials.

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