We noticed a change in traditional consumerism. People started questioning their role in the planets health. This used to be the strict domain of activists but now people from all walks of life, young and old, want products that are tailored to their lifestyle, politic and social awareness. People seek to define their own values, ignoring cultural icons and creating new solutions.

Often ethical, green and clean alternatives produced locally by growers and artisans cost a lot more than regular products. The privilege of consumer activism can therefore marginalise those most concerned.

Big brands and corporations cannot change as fast as consumer needs dictate. We believe the rise will occur in niche sustainable companies like brand resistant.

Uninspired by the rise in conservative governments and the demise of traditional protest we refused to become apathetic and resigned. What you wear can signify who you are, what you believe, your personal style and taste, where you belong and where you don’t belong.

Drawing from our environmental, social and political passions we genuinely hope to use the power of images and words to effect change.

We encourage you to dress to protest.