It is a lifestyle, yes. I just hope that green washing doesn’t take over.

We need honest stories and brands that take action for real.

Be inspired by Interface or Patagonia and go for the regenerative route. Not the easiest but so very rewarding and it can become a reality when they embrace the new business models based on synergy.

And don’t just think that another bag will save the world. We really need to restore ecosystems and learn how to live within planetary boundaries.

However, I’m so glad it is happening. Just not with the brands you are mentioning…