Sustainable Luxury

I remember a time when a luxury product was more than just a brand that cost a little more. Luxury goods used to be about craftsmanship and durability. You spent a little more on that leather bag because you just new it would still be around in 5-10 years time.

Yet over the last few years luxury has shifted farther and farther away from being about quality to being about status. Sure there was always status involved, but now it has become the driving force, and luxury no longer means it is any better than mass market - only more expensive. Luxury has become disposable.

Yet you would hope that in this day and age where people are more concerned about waste and the environment that they would again look towards true luxury. Jem Bendell and Anthony Kleanthous recently co-wrote a report called Deeper Luxury in conjunction with the WWF which is about the luxury industry and how companies need to once again look at creating sustainable luxury.

A wakeup call that we hope the industry won't sleep through.