In Europe we are seeing mature consumerism, meaning a more pragmatic approach to choosing brands and the emergence of elitism, wisdom, poeticism and meaning in purchasing behaviour. Cleanliness is increasingly important to this mindset. The modern male consumer demands that businesses move beyond overt greenwashing, labelling themselves as ethical, organic, ecological, fairtrade, green for the sake of market share. Instead simply being 'clean' matters more and provides consumers with the reassurance that a brand uses the right materials, right processes, right systems and right ethos throughout the entire business - essentially a wholesome operation. John Smedley's new range of Luxury Redefined knits performs in this way.
'The luxury redefined concept combines the ultimate in luxury with the ultimate in sustainability. Every aspect of its sourcing and manufacture has been carefully considered, to create the finest and most responsible luxury garment. Brought to you by John Smedley and better thinking ltd, this unique process redefines luxury for the 21st Century', claims the brand.
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