Luxury has a reputation of affluent comforts and elegance, available to only an exclusive crowd. It’s a term that has been defined by items, experiences and conveniences that can feel segregated, unattainable to everyday people. And once in with the crowd, luxury can easily play into an unspoken game of ‘keeping up with the jones’. Becoming about having the latest, the greatest, the fastest, the biggest, the smallest, turning into an endless game of catch-up and keep up. Constantly striving for more, leading to greater consumption.
We prefer a different approach to luxury. In our eyes, a more sustainable and authentic approach. We like to think of luxury in a new way. We’ve kept the word, but redefined its meaning. New luxury truly means less is more. New luxury is about carefully investing in things you genuinely enjoy, whether that be experiences, products, your time, or your space. It’s choosing things that will last, that don’t need constant replacing for the 2.0 upgrade.
New luxury is about commiting to something and using it to its utmost potential. It’s about transparency, knowing where things come from, learning how and by whom they’re made. Our new luxury isn’t exclusive, it’s a state of mind and form of practice that’s attainable by everyone who wants to take part.