From the very same kids who brought us brain rot speak like '+1000 aura points' and 'skibidi Ohio' (that's quite literally 'very good' and 'very bad' for the millennial dinosaurs) is the latest viral lifestyle to adopt. And it's actually pretty good.
The trend —sorry, I mean core— is basically sexy anti-consumerism. It spells out in the name: Underconsumption. This blowback reaction, like the last one about personal finances, makes perfect sense in the economic climate Gen Zs are navigating.
The frugality may be a direct result of inflation, or the social impact of environmental awareness. All very mindful, cutesy and demure, yet you can't disregard that there's a deeper root to acknowledge. Because if budget is what's holding you back, what happens when circumstances allow you to splurge?
Don't get me wrong. The call for conscious purchasing and alternative consumption is single-handedly resurrecting the first two "R"s of the infamous 3Rs boyband that everyone casually ignores. That's much more constructive than recycling; efforts which have proven to be negligible without the cooperation of big corporations.
We will certainly take this over the one where affluent Chinese influencers flushed the Rolexes that daddy paid for down the toilet, but Underconsumption Core has to be more than just minimalism.
It's not even about bringing back Quiet Luxury. All these seem to carry a notion of romanticising. The way the word 'core' itself refers to an aesthetic, as opposed to a practising habit. The way critics have argued how it is rather #NormalCore, except society is too accustomed to excess that we deem it "under" not to waste.
Stop to think about how crazy it is that majority of us live like kings (or better than, depending on how far back in time you go) with the "basic" amenities we have. Or how we can afford our favourite indulgences that would have been considered luxuries in our parents' day. It really puts things into perspective.
Instead of simply buying less because it's trendy or even the "right" thing to do, perhaps we should find contentment with what we already have, than remain convinced a new version will satisfy. Do we really need a new phone, tablet, laptop, smartwatch, headphones and speakers every two years?
A fool-proof, admittedly dramatic, method I like to use to resist a purchase is to imagine it amid the hypothetical context of war: probably not so necessary. There are countless occasions I forget what it was I initially desired to own or—shocker—felt completely fine without it.
The good news about abstinence though, is uncovering a greater level of appreciation for the item when you do make the rare splash of cash. We take for granted our easy access to treat ourselves that we become immune to the pleasures it brings.
So, can we rebrand Underconsumption Core to just Appreciation Core?
Levi's, the denim giant, has maintained its position at the forefront of fashion's ever-evolving landscape. Just like its utilitarian purpose of being exceptionally sturdy, it has withstood the test of time by staying relevant. As the brand reaches its momentous 150th milestone, it now takes another bold step on a different journey; one marked by renewed commitment to sustainability. And its doing so with a launch of eco-conscious materials that are seamlessly incorporated into its iconic blue denim.
The release pays homage to the brand's illustrious history since its pioneering patent for the groundbreaking design of the iconic 501 model. Founded by the duo, Levi Strauss and Jacob W Davis, the two men had one goal in mind: to create pants that were tougher than nails for everyday wear. That humble endeavour would spark a fashion firestorm, turning denim workwear into an absolute wardrobe essential.
In keeping with today's issues and environmental changes, Levi’s came up with the plant-based 501 jeans that are made up of at least 97% plant-based materials. Slated for release in July, it is proof that it is possible for that a fashion brand can be socially-responsible.
“As a company that has been making 501® jeans for 150 years now, we have an opportunity –and a responsibility – to continually interrogate the process by which these jeans are made”
Paul Dillinger, VP of Design Innovation at Levi Strauss & Co
Levi's, being no stranger to collaborations, partnered with sustainable businesses to take their sustainability efforts a step further for their iconic 501® jeans. But it's not just about the look, it extends beyond the surface, with thoughtful details that evoke a sense of sentimentality. The colour of the jeans is a nod to the revered Levi's X80 archival shade, reinforcing the brand's deep-rooted connection to its origins.
Minute details like having patches made from a material that is 100% bio-based and free from plastic, to the pocket bags that are crafted from 100% cotton and adorned with BioBlack TX, a plant-based black pigment derived from wood waste, developed by Nature Coatings.
We are all for corporations to pick up the slack on sustainability. For Levi's, this is a tiny step towards sustainability and we can't wait to see what other eco-initiatives they will adopt in future.
The Plant-Based 501 jeans will be available in-store at Levi’s ION Orchard and online from 25 July 2023.
