When reading these two articles on Vogue Business and The Fashion Law, two things stuck out to me in the importance of creating a brand, and identity to hold it down. You have to be relevant and ethical. Believing in what you do, and the purpose of it really drives your market to want to be a part of your ‘group.’  Tapping into this idea and ensuring that Ever is doing what we said we would, and ensuring the influence of capsule thinking is accessible to all is important and it is shown through our catalog and the relevance of our contributors. We understand all of our target markets may not be able to buy Vejas sustainable vegan leather trainers because of their price point, however, we show that capsule wardrobes can be made up of a combination of, or just highstreet and high-end brands. It allows versatility in our influence and also in our products.

https://www.voguebusiness.com/fashion/how-ethics-went-mainstream

From Ikea and Oatly to Aldi and Telfar, “Cultural Impact” Isn’t What You Think It Is