Tid kvar —

Högsta bud —

"It is as if the rich part of the world is washing Tetra Paks while the earth collapses." Lisa has the world on her mind.

Today is a big day for us – we’re picking up the keys to our new office. It is, above all, full of light. Emma’s face is like a kid’s on Christmas Day when she’s in there. As you know, we do most things ourselves, and it seems in the future, Emma will do even more photographing, which makes this space perfect – it’s is much like a photo studio.

We have some really exciting projects coming up this fall, including creating a visual identity for a brand offering high-quality cashmere sweaters and producing content for Instagram accounts that aren’t our own (but keep following us on @wemakeitlast). We’re also launching a new section of the site, and oh yes, before that there’s our forth fashion flea-market. (Welcome on 3 October!)

Men are calling us for advice (like duh) and we don’t have time to eat our lunches away from the computer. In other words, Make it last is growing up. In a week from now, we will have been up and running for a year, and OH MY has a lot happened since then. We’re actually nominated for a prize here in Sweden – the Swedish Publishing Prize. Fingers crossed ok?

Starting up Make it last with Emma is already among my most rewarding experiences. We both longed for a more relevant way of approaching fashion, to learn new things again, and update our weary views. This year has been a study of innovation, ambition, devastation, fear…. There’s no such thing as one solution to making fashion more sustainable (yes, I have to add “more” prior to “sustainable” as fashion will never “be sustainable), but one thing is for sure: the solutions offered are numerous and yes, they will have a real breakthrough.

I read Malin Ullgren in Dagens Nyheter the other day, and a couple of her well-formulated sentences stayed with me. They read, in Swedish, something like:

“Usually I’m utterly uninterested in private individuals’ environmental responsibility, I don’t believe in it, it shifts focus from nations’ and companies’ acute responsibility and possibilities to influence. It is as if the rich part of the world is washing Tetra Paks while the earth collapses.”

These sentences are everything to me. I don’t disagree with Malin Ullgren, which pains me to my core. The Tetra Paks, please, stop. When I read these sentences hastily, I have to close my eyes and take deep breaths, my inner voices telling me that Make it last is an impossible, ridiculous, insane project by the very definition: “Make it last.” Bah. But then I return to the words and I think about them… And no, it’s not as simple as that.

As smart as she is, Malin Ullgren is taking the easy way out. Actions matter; they make revolutions. If we stop believing in that, there’s really not much more to do (than perhaps to watch those companies do whatever they feel like without consequences larger than, well, destroying the planet). So however hard it is – yes, it is indeed a struggle every single day – I have to believe that it somehow matters what I do. What I could and can do. Trying to make it matter – and trying to make the ones who are indeed really responsible – nations, companies – to change.


2 Comments

Tessa: Oh yeah, faoulbus stuff there you!
November 26, 2016

maja: Happy to hear that Make it last is growing, in my opinion this blog/website has the most notability!!!
September 28, 2015

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