We use the term ‘conscious fashion’ to refer to a more sustainable fashion industry, but what about ‘sub-conscious fashion’? (Dr. Anna Brismar)

In the world of psychology, when we talk about the ‘conscious’ and ‘subconscious’ mind, the subconscious mind generally refers to a belief system (that is thought patterns and values) that is acquired over time and influences our lives in significant ways that we may not yet be aware of. Typically, these subconscious beliefs work on “auto pilot”. Thus, while we are actively engaging our conscious minds in various thoughts, the subconscious mind is steering our actions in suttle yet significant ways. And although we can relatively easily influence and change our c o n s c i o u s mind (our conscious thoughts, values, etc), we can only change our s u b c o n s c i o u s mind by making “new recordings”. In other words, we must develop new thought patterns and values that can guide our lives in more positive and constructive ways.

If we apply this reasoning to the fashion industry, what new ‘programs’ (read visions, values, guidelines, strategies and practices) do we wish to develop and adopt for the industry that will make it operate in more sustainable and constructive (non-sabotaging) ways?

Because it would take too much effort and time to rethink every little step that we make on a daily basis, we need to ensure that we have sustainable routines for designers, buyers, managers and CEOs etc that steer our industry in a sustainable direction – also on auto pilot.

Carl Jung believed in the importance of the sub/unconscious mind