The brand from its inception was cognizant of the wasteful industry in which it was a part of. I actually paid more attention to this brand at its beginning than recently but the ethos has been so consistent in a world controlled by trends masked as evolution. Their first product was an 8 eye leather boot with a lug sole that was completely made from the waste of a commercial pineapple farm and fibers made from corn. The insole was made from cork and the lug sole Goodyear welted for easier repairability by a cobbler. As opposed to a traditional dust bag that you will find with most higher end shoes, they also provided their very popular Tsuno bag. Because of all of this, the boot was almost $500 retail. Ground Cover produced a beautiful pair of boots crafted with such intention and detail that most others who claim to do so now appeared as a parody. Most brands at this price prop up their butterylike Italian made leather and high quality factories. And if we are being honest, it often just feels like part of a marketing scheme. At $480, most of us are going to baffle and move on and I am not saying that we shouldn’t. But when you truly believe you have something to say, is this not the attention to detail required? So many of us want to create without thinking about what people deserve, the product itself deserves and even what the person themself creating it deserves. Eyewear, accessories, buttons, hoodies, vest all made from recycled materials. The undyed hoodies even came with a guide on how to dye the garment in your kitchen sink. A slow process that takes wear testing and sampling to a whole other level. Collections released centered by singular products that reflect the price of the work and materials that were actually put into the pieces.
Nothing comes easier today than virtue signaling. Let’s complain about fast fashion, ugly buildings, immorally low quality art and entertainment but continue to live our personal lives with convenience at the forefront. Most brands want to believe they are following a blueprint similar to Ground Cover but are just fast fashion brands with lower budgets who haven’t had that big of an opportunity to trade in morals for profits yet. What we don’t realize is that the same level of difficulty in making all of the little decisions we have to make in order to lead a good life personally, appears with the same level of intensity when creating products or establishing a company. Those moments when this one little compromise doesn’t matter because no one is watching or will know remains a great temptation for brands as well. Perhaps the idea of a clothing brand like this is not to continue to consume but to wear these garments for a lifetime. See because if change is to be made then uncomfortable decisions have to be made first. Most people and especially brands are not ready to make the uncomfortable decisions it takes to make the difference they hope to. I believe that most art put out by Christians is awful because we aren’t creating with the depth, intention and beauty we think we are. We are generally poor versions of what is already out there. The temptation to cast aside those actually attempting something great can be all too strong when the prices don’t reflect the value we perceive. I just have yet to see a way our art can change the world without some sort of convenience being sacrificed. If you want something cheap, there are more than enough options for you. But if you want to create with the idea of having a positive impact on those around you, follow the narrow road.
July 4, 2024