It's funny really, to see from where I am. Where we are, as classmates producing this denim line branded as Just Denim. It is the capstone project of the Textile Development and Marketing major offered at FIT, but who knew it might give way to the capstone of a generation.
You see, with the help of Andrea Costa, a branding strategist (but that's not all) we were able to see the power in what we as a group are really doing.
Our Denim line is about the "Triple Bottom Line" as Levi's so strategically puts it. Basically, you can still do good in business and make money, despite what some others might lead you to believe. For us, this line is about tackling environmental responsibility, social responsibility and economic responsibility.
Now, we're not saying we're perfect, because there is a lot that needs to be done in the various manufacturing industries, but Generation Y, my peers are just the ones to do it!
In business, it seems that "the art of the sale" has become what it is all about. But the problem with that is, people forget what they are selling. It IS time to ask yourselves who you want to support. The world is full of small companies trying to do good and sites like Tumblr, Facebook, and Kickstarter can give them a platform.
My group and I found out that to produce a pair of jeans in the United States, they cannot cost under $80. And right away, that might turn some people off. But you have to ask yourself some questions. Do you want to support American workers? We do. Especially for Denim, an iconic piece of clothing in almost every person's wardrobe, because the idea of Denim was born here!
Do you want to take some impact off the environment? We have to. We depend on it to live. Well then, pay attention to the washes on your clothing. Do you need to have your denim worn in for you? Or can you go on that adventure yourself? We think it's more fun when you get that worn in look because those jeans have a history that is YOUR history.
Who needs all the paper tags? We don't. And if we have one, we make sure its recycled content.
Have you outgrown those jeans? Don't toss them! Make something useful, something pretty or DONATE them to a goodwill, so those less fortunate than you can enjoy that pair of jeans the way you used to!
Little things when done by many become large things. And it's what we believe in at Just Denim. Educate yourself and feel good about consuming responsibly. Our future really does depend on it.
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