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If you haven\u2019t seen\u00a0it already, Swedish fast fashion brand Gina Tricot just released the music video THE WAY<\/a>\u00a0addressing\u00a0their sustainable approach to cotton and denim production. Let\u2019s just say they received massive criticism. First the obvious\u2013 fast fashion is not sustainable, but then there\u2019s the lack of complexity and awareness regarding class, racisms and postcolonial agriculture. The famous Swedish actress Cecilia Forss dances in\u00a0the cotton field together with Indian cotton farmers who most likely have been told to just keep on smiling. Indeed, it is a problematic video.<\/p>\n

Nevertheless Gina Tricot is trying. They did not make it all the way, they didn\u2019t look good doing it, but they took a baby step. The criticism they are receiving right now is likely going to scare them off from continuing on a \u201csustainable\u201d journey. \u201cSustainability\u201d should not be an exclusive group of people and companies who is in-the-know. It should go without saying \u2013 sustainability is for everyone and everything. Hating on those who try is not going to solve any environmental problems. What about a different approach, let\u2019s hear some constructive criticism of what they could do better next time?<\/p>\n

Furthermore, this music video is targeting a specific audience. Roughly, the Gina Tricot customer is 15 years old, is constantly thinking about fitting in and buys a new party-top every week. She is not an environmental activist for, most likely she doesn\u2019t even know about the 17 Sustainable Development Goals. For all we know, this music video might be her first meeting with sustainable fashion. One could argue that she would get a skewed view on sustainability from this video, but nonetheless, the word is now in her vocabulary.<\/p>\n

To conclude, no it\u2019s not a good video and Gina Tricot is not a sustainable fashion company. However, let\u2019s not hate on the ones who try. They did something, they showed interest, now let\u2019s welcome them and help them become better.<\/p>\n","protected":false},"excerpt":{"rendered":"