Slowly it is dawning on us humans that natural resources are not unlimited for us to use. But it is not only gas-guzzling cars that inefficiently use our limited resources, also our shopping behaviour produces waste: long gone are the days when shoes were worn for decades and suits were given from father to son. With fashion dictating us to embark on an infinite shopping spree, we do not care anymore if a shirt lasts for one season. So what would you answer if I asked you what quality in clothes stands: a label of a luxury goods company maybe?
If you asked me I would respond quality means that an item lasts for years and is comfortable to wear; it is not about the label! I therefore can state two things: firstly do not buy fashion items as they per definition do not last for years. Secondly, be able to tell things that last apart from things that will not: it is not about how many things you own but about how long you wear them and their quality. When was the last time you threw a shirt or underwear away because it was falling apart and not because you did not like the colour anymore? Good question, huh?
Let me take the good old Polo-Shirt for an example. I used to buy Ralph Lauren Polo Shirts with the pony on it. They are roughed and distinctive. And they became more and more expensive because of advertisement. As they have become ubiquitous I consequently got tired of them. A few years ago I happened on a polo shirt that is so soft on the skin that I was frankly stunned. The shirt costs double of the Ralph Lauren variety and it is a pure pleasure to wear (sorry, no logo on it). The shirt is produced by the venerable English fine gauge knitwear producer John Smedley. The company is still family owned and is famous for New Zealand merino wool and the legendary Sea Island Cotton. All garments are still produced in good old England. You may be forgiven to think that cashmere or silk are the most luxurious materials for clothes as you may not have heard about Sea Island Cotton. Sea Island Cotton is a soft as cashmere and a bit less shiny than silk. In other words, it is a product from long gone days and it is the ultimate fabric for touch and wear. Sea Island Cotton was originally planted in the North American colonies and came from Barbados. Nowadays it is very rare. Most common cotton nowadays is of a much cruder variety. Sea Island Cotton is still harvested by hand and it is has an extra long staple, making it soft and durable. Most of the Sea Island Cotton is processed by North Italian or Swiss garment specialists like Spoerry in Flums, Switzerland.
A Sea Island Cotton shirt from John Smedley does cost a little fortune but it will also last that much longer.
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