Today there is a lot of talk about sustainability. It is fashionable, it is “cool” to buy sustainable products and look at brands that flag the word SUSTAINABILITY.

But what is sustainability?

Sustainability goes far beyond using recycled raw materials or renewable or less polluting energy. Sustainability should cover other aspects that brands don’t take into account, because they are not interested and it wouldn’t project a good image of their brand, if they were taken into account.

In order to talk about sustainability at a global level, we have to start with the sustainability of the territories and people that are closest to us. Let me explain: It isn’t usefull, or very little, to buy an organic cotton t-shirt, dyed with natural pigments and wrapped in recycled paper, through AliExpress (for example) and go to sleep thinking that you are helping to save the planet .

We are not going to save the planet if we are not able to first improve the sustainability of the area, region or country where we live.

Let’s take it bit by bit. First, what is meant by sustainability? Most people wouldn’t know how to define this word. And second, it would possibly stay on the surface of the word’s broader meaning.

In my opinion, forged based on reading about this topic, and because I’m the owner of JEANSTRACK brand, that is thinking a lot lately about the word ‘sustainability’ and its implications, I would divide it into 3 large matters:

Environmental sustainability, which is the one that surely comes to mind only to name the word, and it is the most “expressed” by brands today, since it looks very good although in many cases there is nothing or almost nothing behind it.

This is the one that refers to everything related to the health of our planet. Use ecological, recycled materials, avoid plastic, chemical products, intention to reduce the carbon footprint, etc. etc.

Economic sustainability: Here we’re already entering a matter less heard, less known and above all less published by the big brands. What does economic sustainability mean? Well, in an easy to understand way, is when you are manufacturing a product here in Spain, the components or raw materials of products, come from companies in Spain, or from your community or region if possible. And if it is not possible, we’re going to increase the radius to nearby countries, before going to buy it in Asia.

And in this way, we help local, national or European industry and businesses.

-And finally, social sustainability. This is closely linked to economic sustainability but covers more aspects. If you are buying some raw materials from a Spanish company, you are helping that company to hire more workers and so on throughout the production chain. So socially, you are helping and contributing to the employment in your area, region, country. But in addition, these workers must have decent conditions in all aspects: salary, working hours, hygiene and health conditions at work, family conciliation, equal salary, etc. etc. etc.

Well, now we are more or less clear what the word SUSTAINABILITY means and what it embraces. Let’s get involved.

As I’ve said before, it is now cool to sell sustainable products, or more than being cool, it is that if you don’t get on the sustainability bandwagon, you can be offside.

Because today, if you don’t know how to communicate, transmit or what is the same, you don’t know how to “sell” yourself, you’re OUT, out of the market, KO. And here, as almost always, the biggest and most powerful brands take advantage because they have more resources to be able to broadcast where people want to see and hear. And they do so, transmitting only what interests them and that you also want to hear, because that way you will go to sleep feeling a better citizen, more supportive and more aware of the health of our planet. In short, better person.

That was, without naming brands, any company from for example Arteixo, La Coruña, that sells you some pants with many labels that says: ecotex, green life, organic ecological recycled cotton, save the wales… .. with labels with pieces of things that are highly recycled and that these pants are made in Bangladesh, with “organic” fabric from India, where people manually pick the cotton from sunrise to sunset for $ 5 a day, zippers and dyes from China, where they have dumped the leftovers into the river that passes through there and the words ‘water treatment plant’ sounds like “Chinese” to them, well, as it is China, it will sound like Swedish or Swahili, which later they are going to put their pants in plastic bags that you will not see here because In the logistics warehouse they have been removed and you will only see the labels with bits of super recycled things, which are going to go to the Dhaka airport with a truck that pollutes more than all the cars in Morella put together and they are going to put them on a plane that goes to send out 2.000-2.200 tons of carbon dioxide to reach Spain, That’s what 10 cars pollute during 1 year; Well, very sustainable, it is not. No matter how much recycled label they put on it.

And surely, you will leave the store reading again and again that super cool and super recycled label with that series of terms that convince you that you have already done your bit to save the planet and feel a better person. In addition to thinking how lucky that in Spain we have companies that are aware of the environment and we are not insensitive bunglers like other countries around there… ..

And well, draw your own conclusions. If I have helped you a little better understand the concept of SUSTAINABILITY, it is what I wanted. If I have ruined your “good works” a bit, I’m sorry.

If you buy Jeanstrack products you will not be a better person, but you will prove to be an intelligent person who has understood this post. Let’s not forget one thing, companies are what they are for and all entrepreneurs seek the same goal, although there are very different ways to achieve it.



Santiago Ripolles