One of the brands that for years has been fighting for eco-sustainability, ecology, traceability, respect for human rights, social equity and that tries to be a responsible company in every aspect of its production, makes clear through a post on his Instagram profile published yesterday evening “We are not sustainable brand” and “we are not even close“.

A month ago Noah, American brand founded by Brendon Babenzien in 2015, has produced a series of long sleeves in support of Australia devastated by a series of fires that have destroyed 8 millions of hectares of the territory besides endangering the lives of thousands and thousands of women, men, and animals.

Sustainability is a central issue in the fashion world but at moment it is no more than a chimera; a noble, serious and vital concept but that entails a general rethinking of the economy and its functioning. We are far from reaching an ideal goal and to tell us is a brand that has been working non-stop for 5 years every day and from all points of view concentrating its energies in creating a culture made of respect for the planet and all human beings.