Let's make Aesthetics with Ethics

Let's put Ethics into our Aesthetics

We all wear clothes. Therefore, all of us are decision-makers. Fashion is the second biggest polluting industry that has been massively contributing to today's climate emergency. According to research from the Boston Consulting Group and Global Fashion Agenda , no significant positive impact has been made over the past 10 years. We have been talking, rather than walking. 


With +1 year of research into the fashion industry, I have a pretty clear overview of what is going wrong, but with that I also see fantastic opportunities to make fashion a real force for good. The bottom line is that consumption is not going to stop. It has been making a rather negative impact on the environment, but people are capable of change. It's the only constant after all. Therefore, if we promote design with intention, follow up with sourcing compostable materials from regenerative resources, we can produce and consume beautiful and long-lasting products that we as consumers build a relationship with and pass on from one generation to the other. We need to buy less often and only buy what is truly circular so that the planetary boundaries are not overshot by its production and consumption.

For who?

The largest group of customers that have been consuming fashion are women. Therefore, as a tribute, I wanted to find a product that symbolizes timeless style as well as represents this consumer group. Further, this product is currently in high demand on all continents (thank you Instagram research). Moreover, I myself have been wearing this for many many years when I was young and have been looking for a sustainable alternative; which I clearly could not find. 


Introducing, the world's first circular headband: the HEADBÆND™ . An everyday hair accessory that can be worn on multiple occasions. Whether you are at work, in the library, or going out, the HEADBÆND™ does it all for you. The name stands for the product carrying Aesthetics that meet Ethics towards the planet and society. The funds will be used for product research and development. Once the product is ready, the first batch will be sold via the Kickstarter campaign. 

Why this fundraiser?

First of all, GoFundMe is one of the most reliable platforms that has thus far enabled dreams to come true. Then, as a female solo founder it has been incredibly hard to receive funding to pursue this project. A fun fact, also reported by the Boston Consulting Group, is however that female-led companies today drive more revenue  than those led by men (no offense). 

Circular fashion is at its early stages, but it is quintessential to become the status quo, that is if we want to preserve our environment and combat the 1.5ºC challenge. This product will be the start of Aest-Ethics as a circular fashion brand. All companies started somewhere, and now I would like to invite you to help me build Aest-Ethics into the fashion company that makes the change we so urgently need today.  

Would you consider making a donation and help me spread the word?

Donations (5)

  • Lili Dreyer
    • kr200 
    • 4 yrs
  • Linda Egtved Olesen
    • kr150 
    • 4 yrs
  • Anonymous
    • kr75 
    • 4 yrs
  • Johannah Maher
    • kr250 
    • 4 yrs
  • Anonymous
    • kr850 
    • 4 yrs


Marije de Roos
København S

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