UNLESS Collective starts with the end in mind. Everything we make harmlessly decomposes when you are done with it. “Everything” means everything….
Source: Trap Fusion Restaurant Memphis inspired Caribbean Cuisine
Sneaker Media, the various websites who control the dialogue around sneaker culture care more about the product than what goes into the product. Without listing websites, when the topic of sustainability arises, the topic tends to revolve the use of keywords vs any true sustainability messages. In 2018 I traveled to Los Angeles for the Footwear Innovation Summit. I didn’t really grasp the importance of sustainability at the time. Since then I’ve taken visits to Bloom’s Algix algae processing facility. Spent time with sustainability experts at various brands, and I’ve made the conscious effort to be more thoughtful in my consumption.
UNLESS Collective is a new streetwear company founded by former adidas exec Eric Liedtke. Every item built, whether it’s in a limited drop, or a general release, is made to return to the earth. It’s an admirable concept and an important business model which should be touted and promoted by every sneaker and fashion platform as the future of the method of make for every company. The problem is, for sneaker culture and streetwear to truly conform to real sustainability measures, we would have to limit our consumption and focus on circularity and upcycling. Which leads me to the very uncomfortable question about UNLESS…
Mental Health & Entrepreneurship with David Jenkins CEO of Marie Ernst?
The quick answer in this case? Yes. UNLESS, right now is missing the mark in educating the consumer. Unfortunately, there is a fine line in marketing. When a brand leans too hard into a concept, it can isolate the brand and product. The irony here is the UNLESS website is very similar to other brands in streetwear. The site takes a less is more approach in online merchandising. Limited drops, stark, simple descriptions, and a minimalist approach to the layout and website. I’ve long felt sneaker culture is loyal to ignorance and sneaker media is loyal to big brands and faux information around methods of make and the reality of “sustainable” products in fashion. UNLESS has the ability to be both brand and warrior. The creation of better products means nothing when an explanation and education around the “Why” is overlooked.
Don’t Feel Bad?
Our family combined owns over 200 pair of shoes. With those shoes we all have uniforms which match or compliment those kicks. Some shoes never see the light of day and some apparel is worn once and that’s a badge of honor. UNLESS can begin a new narrative. As a brand they are already there. They are not warriors and they need to be. The website and their social platforms are the foundation for education and to offset greenwashing. Confront ignorance, educate the masses, influence people to buy less and buy better, do all of these things. A blog on the site could carry the weight and eventually video and other forms of media can follow. Make people feel bad. It’s okay. Then make them understand. It’s not easy. Teaching an entire industry built on consumption of dope shit, to consume less is anti, UNLESS you really mean what you say… and I think they do.
Use this link to visit the UNLESS site: https://unlesscollective.com/