But we do not live in this ideal world. We live in the world of excessive consumption, overproduction and pollution. Our society is visually overloaded with advertising and invaded by “stuff” which bears little meaning. Something newer and better is always around the corner, ultimately leaving us more and more dissatisfied with what we have.

Today more than ever before, people feel the need to replace the excesses of overconsumption with something more considered and meaningful. More and more people realise, that what they buy is a reflection of who they are and what they stand for. They realise, that how they buy decides the future of the planet. These people do not need ethics to be preached to them - they need solutions. They need products that satisfy their need to buy without worrying about the impact on our world.

Simultaneously, we witness a backlash against the uniformity of a global brand, with people wanting something unique and special, things that feel more touched by the human hand and emotion. People search for works that stand apart from the mass produced and readily available, to which they can relate on a deeper, more emotional and personal level. People are ready to embrace the rare, irregular and imperfect in this quest. People are ready to accept smaller quantities, longer waiting periods and higher price.

This new sophisticated and concerned consumer is undeniably the driving force behind the renaissance of ethical design. However, while consumers can do a lot to influence the decisions that companies make, ultimately it is the companies that have the power to ensure that their products are responsibly made and are as sustainable as possible. Afrika Nova supports designers and companies, that understand and embrace this responsibility.

In recent years South Africa has emerged as one of the global epicentres of ethical design, especially in the aspects of social responsibility, creating sustainable incomes at the grass roots of the fashion industry supply chain, recycling and repurposing. South African sustainability pioneers, such as Heath Nash, Mielie and others are expanding their global presence and inspiring people from South Africa to Scandinavia, from USA to Japan. Each of them has their unique, very human story of passion and vision for the better world for everyone, and belief that small changes and conscious choices can produce big results. 

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