There’s no denying that there is a shifting ethos between the generations when it comes to buying into fashion: buying better and buying less is turning out to be the governing standpoint. People are aware and becoming conscious consumers that don’t just follow the latest trends or Instagram fads.

We choose to vote with our dollar, preferring to purchase quality apparel. In doing so, we acknowledge the environmental impact and appreciate the number of natural resources that have been used to manufacture each garment in a particular wardrobe.

Here at Man of Style, we will be the first to admit that we are not perfect, but at least we are taking a stand and doing our best to help fix fashion because being a Man of Style should not cost the earth.  

Luckily for the fashion industry, keeping up with the latest trends is an innate part of the job description. Having a good fashion sense has always revolved around being able to successfully weave together quality design and style.

So, if you truly want to stay relevant in 2019, we strongly advise you to do your homework on the brands you wear. Luckily for those of you who aren’t too fond of homework, Jaana Quaintance-James, the Head of Sustainability and Ethical Sourcing for THE ICONIC, has done most of the heavy lifting for you.


Considered, by THE ICONIC

Introducing the Considered edit, a project that Jaana has been working on diligently since joining their team in 2017. Earlier last week, we were lucky enough to check in with this wonderful woman to see what inspired her to be an agent of positive change in the fashion landscape and, of course, to discuss all things considered.

“This has always been a part of my soul”

From a young age, Jaana was quite curious about corporate social responsibility and ethics. Not one to sit around and wait for a better world to magically manifest itself, Jaana decided to dive head first into a Bachelor of Arts in International Relations & Social Policy. She then moved to England to pursue her Masters in Organisational and Social Change.

Through her innate desire to help others coupled with her discovery that she could actually drive social change from within a business – rather than through a charity or not for profit organisation – she was led to a position of facilitating change in this world.

“Sustainability, at least in a business sense, is about considering the end-to-end environmental and social impacts that occur when operating as a business,” says Quaintance-James.

“In order for a business to survive and thrive, they must remain realistic and focus on continual progression; remembering that any change in the right direction is a positive change, both for people and the planet.”

Launched on the 16th of April, the Considered edit has just begun the second month of operation and includes over 300 brands and a whopping 7,268 items and counting. Those of us who thought that sustainable and ethical fashion isn’t readily available are now spoiled for choice!


What is Considered?

By giving customers the freedom to filter clothing according to a wide range of key values, Jaana and the team at THE ICONIC have created a concept that empowers conscious consumers in a rather revolutionary manner.

The edit consists of a range of products made using resources or processes that benefit humans, animals or the environment as a whole, or products from a brand that is positively contributing to the community around us.

“I think really considering what you are buying and making sure that you are buying things you really need and love,” says Quaintance-James.

Jaana openly acknowledged that our individual values and beliefs can be quite nuanced and in some cases, contradictory.

“Vegan products, for example, tend to be made of PU leather, which is great if your values align with animal welfare, but it can be argued, that PU leather is not good for the environment.”

The Considered is one of a kind initiative that seeks to clarify the seemingly confusing and complex world of conscious fashion. The five overarching categories are as follows:

  1. Sustainable Materials
  2. Eco Production
  3. Fair Production
  4. Animal-Friendly
  5. Community Engagement


Sustainability: Future Proofed or Just Another Fad?

The future of fashion and the role of sustainability and ethics is as ever important as it has been. The Man of Style team shares a similar belief as Jaana, who “at least in the context of Australia can’t see how we could simply forget about it.”

“Australia is not the world… there are different priorities for different people and different levels of understanding in different markets,” says Quaintance-James.

Jaana believes that together we can figure out how to drive this agenda globally. Through shopping according to your values and voting with your dollar you can ensure that ethical and sustainable fashion is not just a trend but a fully fledged movement that is here to stay.