NOW versus NEW
Our brain craves new things. All the time.
We are programmed to discover the new versus what was already there. We assume that what is new is more important or more interesting. In all areas of our lives.
Today, we are constantly exposed to new things and information. But too much newness can lead to stress and overwhelm. And, more importantly, it can distract us from what really matters to us.
At HEKNE, we work with a NOW in mind instead of NEW.
You already know that HEKNE is a slow fashion brand. So what does that have to do with NOW?
We do not mean to run HEKNE in a time-efficient way. We do not believe that shortening the time between collections, offering new garments all the time, or making them as quickly as possible leads to anything good. That is not the kind of NOW we have in mind.
Honestly, it would be much easier to run HEKNE if we put aside our ideals and just did what many others do; work for maximum profit in the shortest possible time, but forget what is truly important and meaningful.
Our NOW means acting guided by knowledge and logic. Our NOW means taking care of what you love so that it will last. Our NOW has built HEKNE under slow and careful principles that make sense. Our NOW does not mean faster or more profitable. It means logic and at the same time beautiful .
The value of responsibly produced clothing that we can make last as long as possible is beautiful in itself. And many of us, as a generation, have been pulled to the exact opposite almost without noticing.
Getting things faster and when we want them seems like progress. But isn't it just an illusion?
Isn't it progress to take care of what we love? Doesn't using natural, proper materials make sense?
