As anything and everything continues to get webified, more and more one-stop online shopping boutiques, much like Future:Standard, are popping up around the Internet. Future:Standard, however, focuses on the ethical side of thing -- without giving anything up on the style front.
What does “ethical” mean, anyway? For Future:Standard, this comprises environment-friendly, fair trade and local products that respect the planet as well as the producers.
Founded in 2008 by Jessica Althoff, Future:Standard offers a number of different brands including Ashley Watson, bleuFEATHER, Covet, Erin Kleinberg, PI Organic, Pray for Mother Nature, Threads for Thought, Toggery and Vicarious by Nature. The clothing featured on Future:Standard is coolly contemporary and certainly sets the standard when it comes to stylish and sustainable womenswear and accessories.
The benefits of Future:Standard can be broken down into two spheres of influence. First, the web boutique is able to showcase ethical brands and products that will then become more recognizable by drawing on Future:Standard’s own image. Second, Future:Standard is contributing to a new mainstream that is gaining momentum. Even as fast fashion megastores like H&M and Topshop continue to flourish and open store after store, there are alternatives. And those alternatives are looking better than ever.
Future:Standard is a forward-looking company that understands it’s not all about them. Collaboration is a must for the greater good. On the Future:Standard website, the long-term goal is clear: “We are waiting for the day that what we purchase does not need to be described as sustainable or fair trade. This assumes that all products are made in the most sustainable way possible and with concern for those making the products. That all of this is standard. This is our Future:Standard.”
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