△Good design is honest△

Maybe not perfect, but honest; be sure that your clothes are authentic. As a designer, I will not make promises that I cannot keep.
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In my opinion, honesty in a product traces back to the origin of the fiber, it's journey to becoming a yarn and then a fabric and in the end a piece of clothing. But honesty regarding a product is also about what happens to it when it is no longer needed; is it going to become waste, is it going to harm the environment? This is the awareness of the life cycle of a garment and the sustainability of fabric production for the future that a designer should thoroughly take into consideration when designing a garment.

Let's be honest about the industry of fashion, as well. Here are some of the facts:
- the second most pollutive industry in the world after oil
- between the yeas 2000 - 2010 our consumption of textile increased by 47%
- a production of 1 T-shirt requires 2670 Liters of water/ 700 gallons (let us remember that many of the world’s main manufacturing countries such as India, Bangladesh, China are currently struggling from water scarcity and pollution due to the increasing demand of the apparel industry.)
- cotton production is responsible for 15% if insecticides and 25% of pesticides GLOBALLY. 
- it produces 20 million tons/ year of pure waste.
...It's nasty, but we can change things.
 
So sum up, in my honest opinion: buy smart, buy what you really need, and then take good care of it. Stay in touch, the next principle will be coming up next week, and all 10 of them are, of course, connected. Form Follows Feeling.