The watchword of this millennium, which sums it up better than any other: "CHANGE". Think about how much your life has changed in the last 10/15 years (if you are over 30 at least)?
In Nature it is a normal process, so much so that the conservation of mass gives its name to the physical law according to which nothing is created and nothing is destroyed but everything changes. In other words: evolution is life. So don't worry: moving from one state, or way of being, to another is not something to fear in itself.
Certainly we, with our routine, always made up of the latest model cars, televions in every room of our house, new clothes for every occasion, every trip or temperature and so on, make a great contribution to this transformation. To be honest, with our lifestyle we strip the planet of essential resources for living in exchange for pollution of all forms. The consequences? When it is good only blocking traffic in urban centers otherwise environmental disasters as per recent news, not to mention allergies or even serious pathologies. Yes, we are real geniuses, you can say it!
But what went wrong with this natural change, that the answer to our daily behavior is a deleterious and punitive climate change? Yes, because for the temperatures reached in the last two summers it seemed like we had descended into hell!
Without going into technical explanations on the topic, which are easy to find if you want to know more, let's just say that the friction has slipped away, in the wrong direction. And it is better to take action as soon as possible, to correct it, to avoid the ravine that already appears enormous in front of us.
Of course, changes in direction, as in habits, are almost never smooth and linear - it must be due to the other law of physics about inertia - and a jolt is always felt when you change direction. But a jolt is better than a violent impact, isn't it? Better not to find yourself under the recent water bombs. Better not to be in the path of a watercourse that cannot contain so much rain after dry months.
The good news is that there is a different way. And a different fashion too, given that what we wear is part of our everyday life. It lies in reducing our usual consumption, because this consumes earth's resources and fuels environmental degradation. Basically, all we have to do is WASTE LESS:
- optimize what we have - repair or recover what is recoverable, and use the things purchased to the end before buying new ones. Or adapt them to another function so as not to throw them away.
- buy what you need to avoid the superfluous things we accumulate at home - have you ever found a sweater or a pair of shoes in a drawer or at the back of your wardrobe that you no longer even remembered had? Or turning the question around: do you use all that you have in every kitchen door, or in the bathroom cabinet, without really being able to do without it?
- make intelligent purchases: the market already offers solutions designed to be sustainable both for the environment and for consumers who love each other.
Even if you don't think about it, waste doesn't magically disappear just because we no longer see it in the dumpster. They are burned or treated with yet another metamorphosis that reduces the ability of the air to be breathable. This happens when CO2 increases in the atmosphere. And to stabilize the values in a certain area, traffic is limited to cars, which with their emissions are like mini mobile factories.
This is why it is a priority to combat the crazy practice of fast fashion: producing useless tons of garments, at low cost to be sold at a low price, and destroying them when returned or unsold, with double production of CO2 which we breathe all in the air, and contributes to global warming.
This is how, among other things, the quality is also destroyed, both of the fabrics, the raw material of clothing, and of the skills of the people exploited to create garments made to last a short time, and induce them to purchase and then manufacture even more. A vicious circle that makes us slaves to a sick lifestyle of such exasperated and exasperating "consumerism" that it still struggles to give us satisfaction.
Per tornare a godere della Moda, irrinunciabile forma umana di esprimere chi siamo e come stiamo, il renewal necessario è una bella inversione a U senza dimenticare le ultime conquiste sociali di cui il vestire è sempre primo testimone. Quello che abbiamo immaginato noi di SheSide sono degli abiti fatti per bene con stoffe confortevoli e di pregio, per dare gratificazione e valore a chi li abita. Capi in cui piacersi nel tempo più e più volte, come si faceva una volta, ma modellati e modellabili sulla liquidità del vivere contemporaneo tra mille attività e impegni.
What we have begun to implement here is a change that gently leads to good fashion that takes the beauty of the past and adapts it to the present with an eye to the future, especially that of our children. Here you can see how.
English (UK) 
Italiano