Quotes from the news wire:
We’ve been asking, ‘ how do we begin to engage consumers with understanding the way they impact the environment ? ’ now we are ready to begin the next step, of recycling clothing when no longer in use. We are setting our sights on that broader ‘ clothes loop ’ of how do we support a more circular economy for apparel ?
I think it’s hard to change people’s behavior, but what we’ve seen from the time we started the campaign is that it makes consumers think a little more carefully about ‘what is my impact?’ it’s presented in a way that really encourages people to think about their personal impact by changing something as simple as how frequently they wash their jeans. It’s a nice message and it’s a little fun.
The company has always had a history of what we call ‘sustainability’ today, of taking care of the environment, 2007 was really one of the turning points for us, when we published the initial study. After we saw the data from the assessment, we realized how potent this information could be for the consumer.
We always just assumed that we needed to look at what our manufacturing suppliers are doing, and the data just further substantiated the importance of instituting better cotton initiatives for farmers around the world, from there you can really focus on the consumer and bring the focus down from the manufacturing to the personal.
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