Ethos (2025)

22/07/2025

Soorty, one of Pakistan’s leading denim producers, has partnered with Swiss pioneer Haelixa to embed forensic-grade DNA markers directly into recycled cotton fibers during its SecondLife initiative. These invisible, non-toxic tracers survive spinning, dyeing, and assembly, providing brands and consumers with irrefutable proof of origin at every production stage.

“In today’s complex, global textile supply chains, trust depends on proven origin,” Dr. Gediminas Mikutis, co-founder and CTO of Haelixa, said in a statement.

Soorty’s initiative reflects a wider transformation in textile recycling and traceability. France, long a frontrunner in environmental legislation targeting ultra-fast fashion, recently announced an emergency support package to stabilize its national textile waste infrastructure. The Ministry of Ecological Transition will channel €49 million to bolster the collection, sorting, reuse, and recycling of clothing and footwear in 2025, with an additional €57 million planned for 2026.

Meanwhile, in the U.S., the California Retailers Association, American Apparel & Footwear Association, and National Retail Federation have signed a memorandum of understanding to launch a PRO that aims to register producers by July 2026 in response to Senate Bill 707 — the first American state textile-focused extended producer responsibility (EPR) law. “California’s groundbreaking S.B. 707 positions our state as a national leader in responsible textile management,” said Rachel Michelin, president of the California Retailers Association.

Full story at link in bio.

21/07/2025

Heidi Klum is the latest celebrity to step behind the glass counters of Erewhon with a signature smoothie,dubbed the Kluminator. The vegan smoothie, in partnership with Vita Coco, blends vitality, hydration, and a touch of celebrity sparkle in a cup topped with chia specks and creamy coconut swirl.

According to Erewhon, the Kluminator is a “hydrating summer smoothie crafted with Whole Harmony Heart Chakra Kiwi + Matcha Juice, MALK Organic Coconut Milk, Vita Coco Organic Farmer’s Coconut Water, Organic Matcha, and a blend of Organic Mango, Pineapple, Date, Chia, and Maple.” It’s glossy, green, and California-coded — right down to the coconut water base, chosen for its high natural electrolyte content and hand-harvested sourcing.

The smoothie also puts Klum in star-studded company. Erewhon’s celebrity smoothie lineup reads like a modern It List of beauty and pop culture. Hailey Bieber’s Strawberry Glaze Smoothie, a nod to her Rhode skin-care line, helped spark a viral obsession with $19 wellness blends when it launched in 2022. Kendall Jenner’s Peaches & Cream smoothie, meanwhile, channels her tequila brand 818 with agave accents. Not to be outdone, Sabrina Carpenter collaborated with Erewhon to create the “Short n’ Sweet Smoothie”, ahead of her album launch.

Tap the link in bio for the full story.

16/07/2025

Timed to coincide with , Saie, joined by Henry Rose, Crown Affair, and Innbeauty Project, has announced Planet Beautiful, a coalition of Sephora-stocked beauty brands partnering with rePurpose Global to remove one million pounds of plastic waste from the environment. The announcement isn’t just a nod to eco-conscious marketing but a strategic move at a time when plastic’s long shadow over the beauty industry is under intensifying scrutiny.

According to the United Nations Environment Programme, more than 400 million tons of plastic are produced globally each year, and only nine percent of it is recycled. The rest flows into landfills, oceans, food systems, and increasingly, into the human body. Within this mounting crisis, beauty remains a significant contributor, generating an estimated 120 billion units of packaging annually — much of it non-recyclable due to multilayered materials or component complexity.

Read more at the link in bio.

15/07/2025

It’s Oprah official: the caftan is summer’s must-wear look.

For decades, the caftan has carried an aura of leisure, opulence, and cultural lineage, and lately, sustainability. Between Oprah’s yacht and the set of HBO’s The White Lotus, kaftans and their cousin, the muumuu, have become essential vacation wear, slouchy house dresses, and red carpet statements in equal measure. They’re unfussy, forgiving, and steeped in cultural symbolism. The caftan is a staple in the boho closet, and these days, even making its way onto the red carpet. See our top picks at the link in bio.

15/07/2025

Travelers are increasingly opting for cooler climates and off-the-beaten-path destinations, a trend known as “coolcations,” as the travel industry grapples with the impact of climate change.

According to Virtuoso, a global leader in luxury travel, travel to northern Europe and Canada surged 44 percent last summer, while warmer destinations like Italy, Greece, and France experienced a slight decline in popularity.

This shift is part of a broader movement toward responsible travel, as tourists look to mitigate the effects of overtourism and minimize their carbon footprints.

This shift toward more responsible travel is also the result of overtourism, which has become a pressing issue in many parts of the world following the pandemic. Popular destinations such as Venice, Santorini, and Barcelona have seen their infrastructure strained by an influx of visitors, causing environmental degradation and a diminished quality of life for locals.

Responsible travel practices, such as visiting less frequented destinations or traveling during off-peak times, offer a solution to these issues.

Virtuoso reports that sales for its sustainable travel partners hit $700 million in 2023, reflecting the growing importance of environmentally conscious travel. Slovenia, Portugal, and Croatia are all becoming popular alternatives to more heavily trafficked European destinations, where travelers can still enjoy the cultural and natural beauty of the region without contributing to overtourism. Read more at the link in bio.

11/07/2025

Avaline partners with fashion designer Stella McCartney on a limited-edition French rosé bottle, blending ingredient transparency and design for the conscious consumer.

The rosé is a blend of Grenache, Cinsault, Caladoc, and Syrah, sourced from the South of France. The wine is dry, with notes of citrus zest and melon, and contains less than one gram of sugar per serving. Like all Avaline wines, it is certified vegan and produced without synthetic additives.

Diaz commented on the partnership: “Partnering with Stella — a true pioneer in sustainable fashion and a longtime friend — felt like a natural extension of everything we believe in.” Power added, “From what you wear to what you sip, we believe the choices you make should reflect care, quality, and consciousness.”

McCartney added: “I cherish and celebrate how our friendship only gets better with time, and love how we can always come together to cheers our shared passions for nature, animals, and organic, vegan wine. I hope our limited-edition bottle is at your side this summer, helping you to create friendships and memories for a lifetime.”

09/07/2025

Noma, the Copenhagen marvel helmed by chef René Redzepi, is slated to establish a multi‑month pop‑up residency in Los Angeles during the spring of 2026.

Anticipation runs high: fans first caught a teaser on Instagram featuring the Hollywood Sign, citrus, fungi, and mushrooms, all captioned “Noma LA 2026.”

Backed by three Michelin stars and numerous appearances on the “World’s Best Restaurant” list, Noma has earned its reputation as a pioneer of modern Nordic cuisine. Redzepi’s motive for bringing his kitchen to Los Angeles is rooted in admiration. He shared with the Los Angeles Times, “We’ve been working on America for a while … Only when I went with my whole family to L.A. some years back, that’s when we fell in love with Los Angeles. Yeah, I truly fell in love with Los Angeles.”

What does this mean for the future of dining in America? Will its L.A. table be a gentle yet groundbreaking mix of foraging, science, and slow‑food love? Will there be an Erewhon smoothie collab?

Tap the link in bio for a deeper dive.

07/07/2025

Travelers may no longer dress up for the airport the way they used to, but they’re more serious about their vacations than ever, according to recent data, especially when it comes to sustainability metrics. A recent Booking.com survey found that 76 percent of consumers prefer travel providers offering eco-friendly options.

Following this strong context, we rounded up the most notable five-star hotels opening in 2025 that embody sustainable luxury. Tap the link in bio for the full list.

02/07/2025

The tablecloth summer trend has taken a refined turn. Once relegated to thrifted patchworks and DIY prairie dresses, the look has been reclaimed by high-end designers who are leaning into the homespun mood with a distinctly elevated lens. With a focus on sustainable materials and silhouettes that nod to vintage linens, brands like , , and are offering new ways to wear the tablecloth aesthetic without sacrificing ethics or sophistication.

See our top picks at the link in bio.

30/06/2025

Chappell Roan is putting her 2025 Met Gala look up for auction on eBay — the same place much of it was sourced from. Created by costume designer Paul Tazewell using over 830 vintage fabrics sourced from the platform, the ensemble is now available through Roan’s eBay storefront as part of its From the Collection series. Proceeds benefit the Ali Forney Center in honor of Pride Month.

The shimmering pink patchwork suit — with its feather-trimmed train and harlequin-stitched boots — was a collaboration between Roan, Tazewell, and stylist Genesis Webb. “As a designer, I’m drawn to pieces that already have a life,” Tazewell said in a statement. “Working with vintage materials from eBay let me build something entirely new while honoring what came before. It’s not just fashion — it’s storytelling. Every detail in Chappell’s look carries history, intention, and a bit of magic.” Roan said she was “beyond grateful to wear a garment that has had so many lives before me.”

Read more at the link in bio.

24/06/2025

In her final Paris shows, Beyoncé stunned in custom Balmain and Loewe. She and husband Jay-Z followed her performance in matching western looks to the Louis Vuitton SS26 show in Paris.

The Cowboy Carter tour picks up in Texas this weekend in Houston.

23/06/2025

Few destinations evoke the effortless allure of luxury quite like St. Tropez. Nestled along the French Riviera, this iconic seaside town is synonymous with opulence and glamour, yet beneath its polished veneer lies a surprisingly deep commitment to sustainability. Once a quiet fishing village, St. Tropez gained fame in the 1950s thanks to Brigitte Bardot, whose cinematic appeal helped transform it into a global hotspot for the rich and famous.

St. Tropez continues to be a magnet for celebrities seeking luxury and leisure along the French Riviera. Last season, actress Emma Roberts was spotted dining at Matsuhisa, a renowned restaurant in St. Tropez, showcasing the town’s appeal to Hollywood stars. Football legend Cristiano Ronaldo and his partner Georgina Rodríguez enjoyed a romantic getaway aboard a yacht in St. Tropez, further cementing the town’s status as a preferred destination for high-profile individuals.

While luxury yachts and haute couture boutiques still abound, what makes St. Tropez unique in its approach to sustainability — a blend of old-world charm and modern innovation. The region has long been dedicated to preserving its natural beauty, with local governments implementing stringent environmental protections for its coastline and marine life. Many of the town’s luxury businesses have embraced green practices, from solar-powered villas to restaurants sourcing local, organic produce. Even the superyacht industry, a hallmark of St. Tropez, is seeing a shift toward hybrid and electric models, reflecting broader environmental awareness.

See our top recommendations at the link in bio.

Ethos

22/07/2025

21/07/2025

16/07/2025

15/07/2025

15/07/2025

11/07/2025

09/07/2025

07/07/2025

02/07/2025

30/06/2025

24/06/2025

23/06/2025

Address

Website

Alerts

Contact The Business

Shortcuts

Share