Of the Future

To empower the fashion industry with a clear vision of a sustainable future.

OUR VISION is of a fashion industry that acknowledges the damage it is doing socially, environmentally and to the climate, and that accepts that the cost of ethical and sustainable manufacturing must be built into the price of clothing, so that throwaway fast fashion is brought to an end, and fashion becomes synonymous with sustainability. Sustainability must become the new luxury. Luxury must come to represent ethics and sustainability, which will go some way to qualifying the huge price tag associated with some luxury fashion.

Our vision is for Earth Positive to become a ‘beacon’— a case study in best practises — as the starting point for industry change. If it follows our blueprint, which we have been promoting since 2008, the fashion industry has the potential to show leadership and become a beacon itself, demonstrating to other industries that it is possible to completely reverse direction from most damaging to most sustainable, and by giving consumers a part in this, the fashion industry can give people hope and optimism for a better future and be a powerful agent for change.

To demonstrate that fashion can be synonymous with sustainability.

OUR MISSION which we have been actively engaged in since 2009, has been to present Earth Positive Apparel as a blueprint for ethical and sustainable manufacturing across the entire textile industry, with a particular focus on athleisurewear and casual wear, because it is the younger generation that must demand climate action from our business leaders and politicians, and they must be given a simple climate conscious product that they understand which has ethical and sustainable values built into it, which demonstrates that the solutions are already here leaving business, industry and politics with no more excuses.

Of The Future exists to raise awareness of solutions to the climate emergency by devising communication tools that empower consumers to make earth positive buying decisions.

The solutions are already here, and have been since the publication of the science behind Earth Positive Apparel in July 2009. What the Climate Emergency demands is the industry wide adoption of Earth Positive manufacturing practices across the entire fashion textile industry. Fashion can be a powerful agent for change .. watch this space.