Up to 100 billion garments are produced by the fashion industry every single year. And each year, as much as 92 million tons of clothing ends up in landfills, most likely in South America or deep into Asia. Only 20% of textiles are collected for reuse or recycling globally. We at Immortal Rags want to change that. I mean, it's probably easier said than done facing those statistics, but together with you we’ll give it our best shot. We live in a world dominated by advertising and the constant promotion of a successful lifestyle which entails new cars, new clothes, new watches and new furniture. Social Media, Youtube, TV and basically everywhere you look you'll be reminded about all the new things you need and how they magically will improve our lives. Spoiler: It won't.
At immortal rags we want to introduce you to the Yippee Ki-Yay m*****f***** approach to life. It doesn't take much to make a cowboy happy. Actually all it takes is a pair of shiny boots, good fitting Levis Jeans and a wide cowboy hat to defend his face from the burning sun. He doesn't need 10 different horses, 8 pairs of boots, or the fanciest western denim jacket. Nargh, a cowboy, is fully content with what he’s got. He prefers quality over quantity and goes for things which will last many miles and many years in the outbacks of the Wild West. He only picks quality items which reflect his unique style, and he wears it with the utmost confidence. It's not about how much he owns, it's about the people he meets at the bars, the journey without a destination, and a life free from material attachment.
By using the Yippee Ki-Yay m*****f***** approach to life, we ensure that we are free from attachments to material things, meaning we don’t value the success of our lives in things and possessions. We are content with the things that we have and we give thought to the environment when we buy. We buy less and we are happier for the things that we do get. We sell or donate things which we don’t use, so that others can love and use what we once loved and used. Buy with purpose, find unique items which reflect your style and personality, preferably recycled or used in order to stop the overproduction of new items. Stop buying mass produced, low quality, cheap fakes (Yes H&M, I am referring to your latest drop of poorly produced “vintage” band tees), and instead select brands which care for sustainability and brands with high quality products ensuring you'll love the products for a long time. Once you start valuing relationships, journeys, and experiences over things and possessions, and quality over quantity, you are on the right path to achieve the lifestyle of the modern cowboy.