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We have a problem with fashion.
We have a problem with fashion.
The problem has been bothering us since we established JupYeah in 2011.
In Hong Kong, we throw away 370 tonnes of clothes every day, equivalent to 1,500 pieces of T-shirts being thrown away every minute. But we are not stats people - we don't see the problem merely as figures on reports. Instead, we see good clothes given up by image-conscious shoppers, who would then head to boutiques and shop for new arrivals again. We see it because a single JupYeah Pop Up Swap can end with 1,352 pieces of clothes left behind. Clothes that are GOOD.
The truth is, there is no throwaway. Our preloved clothes won't disappear in the world the moment we choose to pass them down. How we keep buying new clothes and throwing away the old ones does the opposite to the vision of sustainability. That's how we discovered running public swap events and a virtual swap platform were not enough to tackle the issue. There has to be a paradigm shift in how we satisfy our innate craving for clothes because much as we love beauty, our desire for looking good comes with a huge price.
LookMatters by JupYeah was thus born in around 2018, a fashion-forward campaign dedicated to tackling the problem of fashion. It offers a holistic picture of how every stakeholder, from brands to retailers to consumers, can do their part to inspire a much-needed movement that halts the flawed system that keeps tossing clothes to the landfill or to third-world countries, and a much-needed culture that values clothes, craftsmanship and design.
Here's how we see our role in the city of Hong Kong: we want you to pass your secondhand clothes to us, so we can make sure they either go to someone else's wardrobe again or upcycled/mended into something precious. We also want to inspire and empower you to build a better relationship with clothes and the environment.
What you choose to wear reflects your place in the world; this is why LOOK MATTERS.
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