There's a gap between what I want to communicate about ethical fashion and how it lands with others. Sometimes, I feel like my words float away before they can take root. When I talk about HACOY, the idea is always there: clothes made in Italy or Lithuania, with an emphasis on sustainability and fair practices. But the message often gets tangled up in the listener's preconceived notions of what 'ethical fashion' should be, rather than the specific actions we take at HACOY to live those values.
Recently, I was at a dinner where the conversation turned to my work. As I spoke about our efforts to reduce waste and ensure fair wages for artisans in Italy and Lithuania, I could see eyes glaze over, or worse, they sparkled with an enthusiasm that felt more like sympathy than genuine interest. It's hard not to feel frustrated when people assume we're a niche brand catering only to the most committed eco warriors, rather than seeing us as part of a broader shift towards conscious consumption.
This disconnect is something I grapple with daily. At times, it makes me question whether my voice matters at all in this space. But then I remember why I started HACOY: to create something that resonates on a personal level, both for those who wear the clothes and for myself as someone who paints and writes about non linear thinking and conscious living. Maybe the solution isn't more words but finding ways to show rather than tell, to let people experience the ethos of HACOY through the product itself.