Annotations - transformative values

This is the only cashmere brand that is Cradle to Cradle certified for their high standards focused on protecting the earth and basic human rights. As if all this weren’t incredible enough, Naadam also makes sure the goats get veterinary care on a yearly basis to prevent harmful diseases, and constantly looks for ways of offsetting their CO2 emissions.

Naadam is the first ethical and cruelty-free cashmere brand in the market! How are they doing it right? Beautifully and mindfully! All animals are hand-combed (not sheared!) and are cared for and treated humanely as a WAY OF LIFE, not merely a practice.

The "way of life" relates to #pastoralism-livestock-wellbeing but the agency here is attributed to Naadam, as opposed to the herders themselves. The implied claim is that these practices are new (humane treatment, mindfulness, combing), though they are positioned against something that is not explicitly spelled out (except for shearing, which does not actually apply to cashmere goats).

I will be promoting sustainable and ethical brands now more than ever in the hopes that you connect with them and choose to support their world-changing missions. Starting with Naadam, a sustainable and ethical fashion brand I’m beyond proud to partner with

Most high street cashmere sweaters tend to be replaced at least every two years after wear and tear due to pilling and deteriorated quality. Over the course of ten years, purchasing one London W11 sweater can almost save the consumer an average of £270 and reduces the negative impact of animal husbandry for 16-40 goats, depending on the quality of cashmere used in the other garments purchased. London W11 wants to empower you to replace the throwaway culture by consuming circular luxury and adopting new purchasing habits. When you buy a circular cashmere garment from us, we believe that you will feel good when you buy it, and continue feeling good wearing it for years to come. Inspired by this ethos, we ensure that our cashmere garments are machine washable and don’t require dry cleaning. This makes it easy to care for garment while saving dry cleaning costs that are typically associated with maintaining cashmere. Therefore, easy maintenance and a minimum 10-year guarantee make it the right choice for a consumer.

(machine-washable cashmere!) #circular-fashion #transformative-values ("empowering" consumers)

From the page footer: Luxiders is the New Intelligent Luxury Magazine, based on eco & ethical stories about fashion, design and lifestyle. This online magazine fuses the best high-end, progressive and luxury brands as well as independent designers.

(luxury as "progressive") #sustainability-taste ("intelligent luxury" connected to "eco & ethical"). The article includes a series of images of sustainable products: "organic fair-trade cotton", "organic cotton from Portuguese dead stock found in Barcelona", "100% cashmere by ethical luxury brand EDELZIEGE", "bedlace, produced ethicaly in Italy", a dress "embroidered by hand with care", "organic cotton, GOTS certified", etc.

We recommend looking into recycled cashmere alternatives or vintage options that encourage circular fashion. Alternatively, choose pieces from brands that minimise waste, the damage to goats and their environment - those with the right credentials, who are prioritising the planet over profits. As with all purchases, do your brand research to ensure you are making informed choices. The most important thing you can do is find out who you are giving your money to, and then decide if it's something you want to support.

As cashmere production has surged, its environmental footprint is attracting scrutiny from governments and environmental groups. The industry has been more sensitive to charges that supply chains harm the environment or encourage animal cruelty—and more active in addressing problems. These moves are seen as attractive to younger shoppers who are more attuned to the issue.

(the "younger consumers") -- The key point here is that the fashion industry feels scrutiny from governments, activist groups, and consumers.

Stella McCartney has launched a sustainable capsule collection in collaboration with bestselling author Jonathan Safran Foer. The collection, titled We are the Weather, is inspired by Foer’s book of the same name which recommends eating less meat and aiming to eat no animal products before dinner, as a way to save the planet. Upon reading a draft copy of the title, McCartney, a lifelongvegetarian who has put environmentalism and animal rights at the centre of her brand for decades, felt inspired to bring Foer’s words to life through the medium of fashion

you can still find cashmere that’s sourced from the right places and produced in mindful ways by companies that make an effort to take proper care of the people, animals and environments that contribute. Read on to learn how four of our brands to trust produce their beautiful cashmere pieces.

note the emphasis on brand trust

Imagine a world where everything you buy will inevitably have a positive impact on the developing world, such as: ● helping to uplift the poor and marginalized ● aid in fighting corruption ● insurance of animal welfare ● guarantees of ethical sourcing

From the opening sentence of the report. This is a variation of #transformative-values , and potentially #consumer-self-awareness , but the appeal is directed to a consumer who has not already thought of these issues: the reader is invited to "imagine" a world, which assumes they have not already done so -- in the sense that they are not already committed to ethical consumerism. The projected future in which "everything you buy will inevitably have a positive impact on the developing world" implies a frictionless altruism, whereby the consumer can be comfortable with the knowledge that their product choices are "inevitably" good, without the need for deliberate engagement. #frictionless-ethical-consumerism The specific claims relate to #poverty-reduction , #governance , #animal-welfare , #ethical-sourcing