DRYKORN IS STILL NOT
SUSTAINABLE (ENOUGH)
We won’t lie to you or to ourselves by greenwashing our actions. We know that what we do does have a global impact on the people and the environment. As a fashion brand, we want to foster the beauty within everybody while also preserving that of our planet. That’s why we set ambitious targets, take action, and present our results to you with DRYKORN MIND.
We largely refrain from using the term “sustainability”. It has increasingly turned into a buzzword and has been used too often in a misleading way by some. But what does sustainability mean to us?
Sustainability is a multifaceted and dynamic concept that continuously seeks better solutions for a long-term harmony between the environment, society, and the economy. To us, sustainability does not describe a state of perfection, but rather emphasizes the need to constantly strive for more ecologically and socially compatible solutions in a world where perfect answers are rare.
The complexity of topics that fall under the umbrella of sustainability can lead to misunderstandings, which has often led (and still leads) to misuse by some for their own purposes. False claims and green claims of this misleading nature have become so rampant in recent years that the European Union is even adopting a regulation on advertising with sustainability claims. Rightly so, we think – one more reason for us to refrain from using out-of-context claims and buzzwords in our communication.
We are aware that our efforts to date have not been sufficient to be fully sustainable, as we are still leaving a company footprint. With a more specific choice of words in our communication we want to direct the focus to the constant strive for improvement which is needed for sustainable development.
A good impact is not done by merely producing a sustainability report once a year. Our most important tools for pushing a positive change in the world are our environmentally, socially, and economically responsible actions. In every decision, in every product and on every day. To achieve this, we set ourselves ambitious targets and always try to do better.
