Our magic began with muses as a way to encourage sustainability and recognize the beauty in diversity. We love fashion, but we're concerned about its impact on the environment and society. The fact is the people and communities most negatively impacted by representation in the fashion industry are those of color. However, this industry has the shown potential to be a catalyst for change and we would say as the sustainable movement continues to gain momentum, the demand for true representation and inclusion is rising alongside it.
We believe that the intersection of inclusivity and sustainability will foster a positive global future so we're here to interrupt the way you think about fashion. Our platform is curated to inspire you and help you get the most out of your closet through our online thrift shop, blogs, events and creative services. Know that fashion is what we love, but people are what we're about and our vision is to empower perspective and encourage daily practices of inclusion, sustainability and self-care.
The people and communities most negatively impacted by representation in the fashion industry are those of color. According to a report conducted in 2016, just 22% of the models featured in ads in the UK and US were ethnic (black, Asian, Hispanic) while the rest (78%) were white. Designers still aren't diversifying the models they send down the runway.
Fashion is the third highest polluting industry in the world. A large amount of waste happens at both the production stage, as our clothes are made, and the consumer stage, as we throw away or overly wash our clothes.
One kilogram of cotton – equivalent to the weight of a shirt and pair of jeans – can take as much as 10,000–20,000 liters of water to produce. More specifically, it takes 7,000 liters of water to make one pair of jeans.
Only 15% of consumers recycle their used clothing.