The Tortoise + The Hare: Fast Fashion vs. BUENA ONDA

In a world dominated by instant gratification and a yearning for the next greatest thing, society is reaching out for quality, simplistic and ethically conscious fashion to keep up with the moving tides of sustainability. BUENA ONDA is shredding that wave and stealing the race towards ethical fashion + conscious consumerism.

What is Sustainable/Ethical Fashion?

The fashion industry is an ever churning machine, turning out catalog after catalog, collection after collection. Mass production creates mass waste. In an effort to be more sustainable, more retail brands are moving towards slow production which entails clean fabrics and materials in favor of quality over quantity, and ensuring their produced quantities correspond to demand and therefore avoiding excess production and waste.

More sustainable fashion can be defined as clothing, shoes and accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects. In practice, this implies continuous work to improve all stages of the product’s life cycle, from design, raw material production, manufacturing, transport, storage, marketing and final sale, to use. (Green Strategy, June 2014) 

How is BUENA ONDA Ethical + Sustainable?

Running ahead on these grounds is BUENA ONDA, a premium summer lifestyle brand releasing only 3 items a year — every summer to be precise. With focused creations of only 3, each item is offered the liberty of time, detail and spontaneous inspiration — presenting the brand’s aspiration of merging that feel of a California summer, Scandinavian simplicity + Japanese design ethics.

Via their simplified retail model, BUENA ONDA creates minimal collections at premium quality presenting investment items at inclusive price points. Through minimal collections, the model naturally reduces excess production and waste while offering creatives behind the brand time for inspired creations. In totality, offering a refreshing state of mind to both retail and their loyal customers.

BUENA ONDA creates apparel + lifestyle items. The latest releases include the Kaiyo cruiser skateboard, chill-out shorts, summer flight jacket, swimsuits and Retoro money clip. Each item is designed to fit a premium simplistic lifestyle. In BUENA ONDA, we find the many solutions we as a conscious society are striving for. Not to mention, 10% of sales go towards empowering today’s youth towards a charitable mindset.

Fast Fashion has been speeding along the race track, but BUENA ONDA has found a way to beat them to the finish line via cool simplicity and giving back in the true spirit of simplicity.

-- Article originally features on Medium, by Sarah Martel