14th September 2024
We’re back baby!
We’ve been working on a rebrand for a little over a year now. Reason was, we felt that R4 was not going in quite the right direction. At the same time, the fashion industry turned 180 degrees, too. We witnessed many young and upcoming brands with a touch of “sustainability” starting to emerge (kudos to you, too), but we also started seeing more and more “green” “eco” labels in the big buys’ shopping isles (no, we don’t actually believe them. Placing a cute label on fast fashion doesn’t make it any better).
And so, we decided it was time for a little refresher. See, R4 is about promoting sustainable fashion, yes. We promote it by having our own collections - but we’ll never produce enough to be able to live from it. Because that goes inherently against the purpose of sustainable fashion. We gotta do it slow, high-standard, and timeless… so that you don’t need a lot of it. Less production, less pollution, less child labor, less consumption, less waste, you know the drill.
We’ve therefore redesigned the brand, to include more education, inspiring stories, community, diversity, and a whole lotta good vibes.
We’re not planning on becoming your next most famous fashion brand, nor to see our clothes on all of you (although it could be cool). We want to stay true to our mission. We want to educate on the value of sustainable fashion, until it becomes unthinkable that some of us were once addicted to shopping 52 new collections every year.
Keep following our journey and let’s build a movement. We promise to share flamboyant educational content, entertaining interviews and talks, sexy collections and collaborations here and there, and (perhaps?) some events and parties to celebrate our wins.
Let’s dress the world sustainably with education.
With love 💚
Angelo & Tino