18 January 2026

Everyone claims they want to “fix” fashion. But most of these so-called solutions are just PR tricks in disguise. A new eco-collection. A recycled tag. A campaign about saving the planet—shot on a beach, flown in by plane. It’s a joke.

Sustainability has turned into a costume. Same words. Same beige tones. Same empty promises. Green. Conscious. Ethical. These words used to stand for something. Now they’re just marketing tools. I’ve seen it all—after decades in this business. I’ve watched how brands treat “sustainability.” If a fabric shade is off by 5–10%, they remake it. And the rejected rolls? No one talks about them. No one wants to know.

Fashion isn’t broken. It’s addicted. Addicted to speed. To overproduction. To pretending that a recycled label can erase a rotten system. That’s not a solution—that’s decoration.

I once walked into a store and asked what was new. They said the right side. “The left arrived last week—it’s already old.” That’s when I knew: this industry is sick.

Real change is uncomfortable. Slow. Unsexy.

And it tells the truth.

We don’t need more slogans.

We need rebellion.