Fast fashion causes blindness

Why make a simple logo t-shirt when we usually focus so much on creative designs with a unique story and creation behind them?

Because even a logo t-shirt has a story for us.
For us, our logo t-shirt is both a simple statement that ELSK is the whole essence of following your dream, living your passion and creating a life (and a job!) that has a deeper purpose.

The ELSK name comes from the fact that we wanted to make it clear from the start that we tried to create a brand that was created from a vision of doing what you love and that presence and passion should be the driving force behind our company. We should do things out of desire and not out of necessity.
And then there is another important story, with the small text below the ELSK logo.
"Fast Fashion Causes Blindness"...so what does that mean?

Yes, it is a poorly hidden reference to everything we are against.

We are against fast trends. Against fashion that is short-sighted in both quality and design. We believe that the two parts must be made so that it is long-lasting!
...."Causes Blindness" - Does it make one blind?

What does it mean then?

We believe that fast fashion (and the far too cheap prices) makes people blind to how clothes are actually made and how costly it is both in terms of labor and the environmental impact clothes have.
If you get something for too low a price, there are probably others who pay the price...Those who make the clothes!
So the fast fashion makes people blind to what clothes should cost and what the quality should be. The much too cheap prices mean that you all too often end up with clothes that you almost never use. The cheap prices are constantly trying to push unnecessary consumption out to the customers.

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