By Ryan Babenzien
Cataclysmic events generally have a way of reminding us all of what’s important. Am I happy this pandemic is happening? No. Am I hopeful this global event makes people wake up? Yes. GREATS has a mission and today is no different. Buy better, buy less – that's what we stand for and that’s what we’d like you to do. As I’ve said many times, hype is the enemy of brand and what that means is “the here today gone tomorrow” hyper trends of fashion are in the process of killing the earth, diminishing the satisfaction of customers (even if the consumer didn’t realize it) and is unsustainable for brands to manage.
More is not more and we’re all finding that out the hard way right now. Responsibility comes in many forms, what you buy and why is one of them. Just like what we make and why is one of them. If you buy it “for the gram” you should consider if that is worth it or not. If you are buying something and wearing it less than at least 100x times, you probably shouldn’t buy it.
The definition of luxury is continuing to evolve and has been for years. GREATS crafts premium quality essentials that last and are never out of “style”. Classics made responsibly - or the new Quiet Luxury.
I hope you all are safe and healthy.