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Brand to Watch: Aagé

Posted in Style
by Johanna Andersson on 24 October, 2018

Sadly, the word sustainability means and guarantees next to nothing anymore. This is much thanks to the exhilarating number of companies using it loosely and undeservedly as part of their marketing strategy to build an image as ‘a brand that cares’, while all they really care about is profit. Greenwashing it’s called – the ugliest word in our book – and it makes a mockery of those who are actually trying to make an effort. The only thing is: how do we know the difference?

As consumers, it comes down to an estimate. As we can’t know, we have to make an assumption according to the information provided by the brands. This may be true, false or simply fuzzy, but in the end it’s up to us to come to a conclusion on whether we can support a brand or not. And when it comes to leather goods, there might be a simple answer, yes or no, possibly followed by an investigation on better or worse; but we do believe there are some ‘better options’ even within this ethically and environmentally challenged segment.  

That said, we believe Danish duo Trine Marie Holm and Sara Dooleweerd behind luxury bag label Aagé has given the above some thought too. In regards to sustainability and responsible productions, they claim to be ‘walking the walk’ and turning words into action. The ambition being to slow down and influence consumption patterns by offering a continuous collection of but two bag designs – a cross-body and a tote – in a few color variations; unbound by seasons, never on sale, and made for durability and longevity.

Acknowledging the problems of the leather industry, Aagé has chosen to work with EU hides coming from Italian Dani Sustainable Leather, which is said to be a world-leading tannery when it comes to lessening the social and environmental impact, and with multiple certifications to prove it. The bags are then produced by a small, family-driven factory in Florence, keeping the entire production chain local and fairly close to home.

Visit Aagé here, follow here, and come to your own conclusions. 


2 Comments

Johanna Andersson: Så fina! ;)
October 24, 2018

Emma Elwin: Väldigt sugen på den stora kamelfärgade väskan! xxx
October 24, 2018

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