Let's be honest
Let's be honest, many of us don’t know how our clothes are made, and the true cost of what we wear is far greater than we can imagine, much much much greater. Although consumers are actively becoming more conscious (if you have found our site this means you!), a solution to shop smarter is not readily available. Enter ZERO. A single-stop, conscious shop, where your environment and ethical concerns around shopping aren't taken advantage of, they're catered to! Trying to consciously shop, and being deceived by false “eco” brands has no room in an industry that needs serious change (check our fashion impact page to see just how bad it is). ZERO is a platform for fashion that means no BS; brands that have compromised profit to bring serious change to how our clothing is made. The reality is, fashion and the environment are constantly at odds. It is hard f***ing work to make pieces that truly promote the planet and people behind the garment. Too often brands start with the right intentions but quit halfway when they realize the financial and time constraints that come with being a clean brand. A shirt should never cost $10 dollars, nor should an outfit be worn once and discarded. Our current perception of fashion is flawed, we consume trends that expire in a week, over saving for a classic, timeless piece. The rise of fast fashion has led to this perpetuated obsession for the next best, new thing. Here at ZERO, we are tired of this shit. A shirt that is made in exploitative ways (underpaying workers, destroying the planet) is a shirt that we want nothing to do with, nor should you.
WHEN THE CONCEPT OF ZERO WAS CREATED, WE REVIEWED OVER 500 "SUSTAINABLE" FASHION BRANDS. LESS THAN 30 OF THOSE BRANDS HAD PIECES WE WOULD FEEL COMFORTABLE PROMOTING.
How is this possible?
Well, there is no regulation on what it means to be “sustainable”. Brands use organic cotton, which p.s. still destroys land and exhausts water supplies even though it is “pesticide-free”, and claim to have the same environmental impact as wearing no clothes. Please, explain to me how that adds up? We draw attention to the misuse of the word “sustainability” in the fashion industry, not to criticize brands who are actively trying to improve their practices, but to shed light on large companies who know their claims are baseless.
ZERO wasn't formed to be a source of revenue, in fact, both founders of ZERO have kept their day jobs, sparing all of their free time to launch this platform. This detail is mentioned because we aren't here to profit from your purchase. We are here to be a loud, outspoken, critical platform that exposes the deception of “sustainable fashion” and casts a spotlight on brands who have devoted their company to doing the right thing. As ZERO continues to grow, we aspire to become a platform of celebration, bringing traffic and attention to brands that are reclaiming sustainability.
WE KNOW YOU WANT TO SHOP SMARTER, AND WE WANT TO GIVE YOU THE PLATFORM TO DO IT. ZERO IS 100% TRANSPARENT, ANY AND ALL INFORATION OUR COMPANY COULD PROVIDE ON THE BRANDS, PIECES, WORKERS, SUPPLY CHAIN, DYES, ETC., WE PROVIDE.