5 things that we know and believe

Unique
We are all different.

Each one of us has different tastes, styles, and preferences. And that is a good thing. However, that becomes lost in a world constantly trying to tell you what is good for you and what is not. It’s almost always a guise to just sell you something, but that voice is so loud and overwhelming, some of us tend to get lost in it and lose what makes us unique. In this context, it applies to our fashion choices and the clothes we wear. Many stores are stocked with copycat designs, and consequently so are our choices as they decontextualise on our social media. 
rack rake has the potential and willingness to become a place where everyone's unique styles and choices not only become apparent, but they become the mood board and an exploratory ground for every one to discover something unique and personal. We need to have the access to more voices by real people who are not incentivised by anything but the will to express and collaborate.

Ethical
We can be Fashion-first in a Money-first world.

Now more than ever, there needs to be a space which prioritises fashion and quality over consumption and quantity. While some creators and businesses demonstrate genuine care for their craft, our capitalist structures of power pursue profit at the expense of quality and integrity, resulting in the proliferation of what can be termed 'bad fashion' – a consequence of the relentless pursuit of capitalist imperatives. This dynamic often forces artists to conform to seasonal trends, which further forces quick way clothing houses to perpetuate the cycle of fast fashion that hastily replicates runway styles to meet commercial demands. 
However, we firmly believe that this cycle can be broken, and it begins with the consumer. By advocating for discerning consumption habits and a heightened appreciation for fashion as an art form rather than a commodity, we can collectively challenge the status quo and pave the way for a more sustainable and culturally enriching fashion industry. Our goal is to foster a community-driven movement that champions creativity, authenticity, and responsible consumerism.
 

Local
Our choices can be local.

While we can all agree on the value of supporting local artisans, designers, and entrepreneurs, it is not always the easiest thing to do in this highly globalised world. We can make sure some or most of our choices are made in support of local businesses and creatives, especially when it comes to clothing, but it is becoming increasingly apparent that our efforts are not enough. 
To enhance our commitment and consequent action in making local choices, we would first need to reduce our dependence on the west and its fashion, including its brands. Instead of giving our money constantly to brands established in the UK and the US which pay taxes using our contributions that eventually support a genocide,  we could instead build a model that helps us slowly wean off of buying from those brands and instead build a circular fashion economy here locally. One way to do that is based on reselling articles we have already procured from such brands. The second step would involve promoting and platforming local, Eastern, South Asian and South East Asian brands and making them more accessible and more in rotation under our circular fashion model. There is a world where we wouldn't have to boycott brands to prevent a genocide because we won’t be using such brands in the first place, and that world is possible the minute we start making more local choices. When you empower consumers, they in turn will empower local creators or will themselves become local creators. 

Greener
We can be slower. 

Remember the famous cerulean monologue from The Devil Wears Prada? Another takeaway from that timeless scene is how the trickle down effect works in the world of clothing and fashion. However, in recent times, fast-fashion establishments have built their system around copying and flipping trends at a moment's notice, which results in a lot more waste and a lot more consumption.
There is an urgent need to bring about and support a wave of slow fashion - a space within the clothing world that is exclusively fashion first, consumption second. Slow fashion can encourage us to invest in timeless pieces that are designed to last, rather than succumbing to the allure of fast-paced trends and disposable fashion. Embracing this wave means cultivating a deeper connection with our clothing, understanding the stories behind each item, and appreciating the craftsmanship and artistry involved in its creation. Most of all, slow fashion asks us to acknowledge the illusion of trends and solidify our preferences, styles, and personality, and listen to ourselves over the voices of the world that change on a dime. 

Sustainable
Being good isn’t good enough

We need to inspire a cultural shift towards mindful consumption habits, where the emphasis is placed on the long-term value and meaningful connection of each garment, rather than its disposable nature. With real images, one-of-each-item inventory model, and sections like “story” for each article of clothing being sold, rack rake aims to be a space where systems like fast fashion and fast consumption are dismantled and sold for parts. Each article being sold on rack rake has a history, a story, a chance for a personal connection, and most importantly, it is most likely the only one of its kind being sold on rackrake.
The goal is to build an accessible circular fashion economy for each and everyone to take part in. And while we can all wholly acknowledge credible arguments raised on whether individual actions contribute anything valuable for the planet when oil companies, billionaires and private jets exist, those debates do not really take us anywhere other than to emphasise information that we all already know and believe in. 
Even if the world were to stop the oil and the jets tomorrow, the world would still be inevitably on track to go beyond 1.5° warming. Individual action is part of the solution no matter where in the climate-disaster-aversion-timeline it is placed. The goal is to make sustainable modes of consumption more accessible, especially for those who have the privilege of time and ability to use such resources, and use that as a jumping off point to making lasting change.


The end
If you’ve read so far, tens of thanks to you. If you have thoughts, suggestions, critiques, or want to contribute in any way possible, please do not hesitate to reach out to us on hello@rackrake.com. We reply to everyone.