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How did fashion become so outdated?

When we enter uncharted area, our initial reaction is to follow the rules that have previously been established as our major protagonist. But all too often, we neglect to ask ourselves who set these rules and whether the time has come to make some new ones. Perhaps certain regulations are designed to be violated. Isn't that the point of innovation? Is it possible to challenge established rules in order to create new ones?

This is why we decided to become entrepreneurs; we wanted to do things differently. After all, who decided what's "correct" to begin with?

“With TAK Label, we set out to disrupt fashion industry standards.”

As humans, we believe that we are logical animals capable of making self-serving decisions. However, behavioural economics has revealed that humans are not as logical as we may believe: we are often susceptible to mental shortcuts and irrational behaviour without even realising it. With societal forces continually affecting us, we become locked in a vicious spiral, causing issues for both ourselves and society. We succumb to urgent temptations, buy things we don't need, become overwhelmed by our possessions, and yet our consumption level continues to rise. Despite the fact that we are aware that it is detrimental to our finances, mental health, and, last but not least, the environment.

In a nutshell, society

Change is required. But no one like being told what to do or what not to do, especially when it involves making adjustments to our way of life. It must occur naturally or with the proper incentives.

But what are the appropriate incentives? We've learned that little adjustments in how options are presented may have large influence on the outcome, and it might be as simple as that. This alone can help people make more ecologically conscious choices without feeling constrained.

With this in mind, we set out with TAK Label to mix fashion and consumption to create a sustainable business idea in which "green" garments are marketed in a "green" way within a "green" concept.