We see it, we hear it, we say it – but, do we understand what it means? 

In a world obsessed with overconsumption, a simple tag—100% post-consumer content—is often designed to make us feel like safe, upstanding citizens. But does it actually address post-consumer consumption? Sometimes, waste simply produces more waste.

Don’t get me wrong: there is real value in post-consumer content when it creates genuine impact—when materials are truly recycled or upcycled and given a meaningful second life. Yet in today’s world, it seems that more often than not this label is used as a pass to placate the masses. It becomes performative participation in what is merely a trending concept, rather than a commitment to real change.

There is an image and messaging overload especially in the luxury goods market. What was once regarded as special or one-of-a-kind has now lost its distinction and cultural significance. This is not a class divide on who should consume luxury goods – I am of the belief that anyone who has the means – should have access to luxury goods. But we need to be mindful of not only what we are purchasing but also how we are wearing it. Our personal style should not participate in the messaging that is buy buy buy! 

This responsibility does not rest solely on the consumer. Luxury retailers must also be held accountable—accountable for quality, for transparency, and for sustainability that extends beyond marketing language. When a brand positions itself as “luxury,” it implicitly promises longevity, craftsmanship, and care. A recycled label cannot compensate for poor construction, disposable design, or a business model that depends on constant turnover. If luxury is to mean anything, it should mean buying less, but better—and expecting the best in return.

Sustainability cannot be reduced to a tag, and luxury cannot survive as a volume game. Meaningful change requires discernment: consumers demanding more, brands delivering better, and a cultural shift away from accumulation toward intention. Because in the end, responsibility isn’t just about what something is made from—it’s about how, why, and how long it truly matters.

Made from already-used and upcycled materials—only to be recycled, upcycled, and reused again—are we truly creating change, or simply keeping pace with the cycle? Real progress begins with intention. It’s choosing fewer pieces, better made. It’s investing in quality that lasts and style that feels personal. When we move beyond stacking logos and dressing head to toe in labels, we create space for individuality—where what we wear reflects who we are, not what we’re told to buy.