The fact that you’re even on our website means you’re a pretty savvy consumer. You’re not one to bend the knee to fast fashion nonsense and you care about the investments you make into your wardrobe.
Throw your hand over your shoulder and give yourself a pat on the back. Go on. It feels good. You deserve it. Give yourself a little pat.
A few years ago brands didn’t ever talk about the fabric that they used. They never mentioned how it was composed, where it was made and they certainly never chatted about its GSM - whatever that means?
(Lol jk, I’m gonna explain to you exactly what that means).
Nowadays though, they do. And we feel entitled to understand it. It makes sense. If they’re gonna use it to try and coerce us into buying their product, we should understand exactly what it all means. We should know why it’s important to favour one fabric composition, weight, certification or whatever over another. Why we should pay a premium for one fabric vs another and why we should support brands that do one thing that others don’t.
Thickness is not a proxy for quality, guys.
The problem is, we’re misled by brands. A lot. So here are 3 of the biggest misleadings that we’ve encountered since becoming fashion entrepreneurs, to help you become a more savvy shopper.