Earlier this year we became aware of a project here in Seattle that had a similar mindset, with a direct message. A new brand,Can’t Blame The Youth(C.B.T.Y.), was launching and their mission is also simple: Unfuck The World.
It's a question we get asked surprisingly often. Which makes sense. It seems like a no-brainer right? Do we want to save 150 liters of water on a pair of socks, or don't we? Why wouldn't every clothing company want to do that? And why would this tiny brand I found on Instagram be doing this and my regular brand isn't?