[Success Voices Vol. 2] Reconsidering "Positive Guilt"

Hello everyone!

This time, as "Success Voices Vol. 2," I would like to talk again about "positive guilt," the theme of LOVST TOKYO's management policy, based on the survey conducted in August.

Thank you very much to everyone who cooperated in the survey!

It was a survey that gave us a good understanding of what considerations everyone takes into account in their daily lives.

Whether you answered the survey or not, I would be happy if you read it to the end.

 

Is "positive guilt" not yet widely understood?

What we learned from this survey is that many people are still unaware of "positive guilt." We have been communicating about this theme since last year, but the results showed that our explanations were still insufficient, which made us reflect.

Allow me to take this opportunity to introduce it again: the "positive guilt" that LOVST TOKYO refers to is the guilt that all of you who strive for a sustainable lifestyle feel every day.

And we believe that this "guilt" is by no means a negative emotion, but rather a "positive guilt" for society, born from the desire to make choices that are kind to both the earth and animals.

To align with your kind feelings, we have narrowed down "positive guilt" to the following five points, and we aim to operate our brand in line with each of them.

 

Asking again about the "guilt" users feel

In this survey, we asked, "In addition to the 'Five Principles of Positive Guilt,' what kind of guilt would you like to see a brand address?"

The most common answers were "guilt about consumption and waste" and "not wanting to accumulate more things."

As stated in the five principles, it became clear that many people feel "guilt simply about accumulating more things."

In response to this kind of guilt, LOVST TOKYO wants to thoroughly pursue "monozukuri (manufacturing) that does not lead to waste."

For example, we believe that the development of "ephemeral designs that are boring after one season, or products that focus solely on fashion and are impractical" could lead to waste.

Therefore, we believe that developing items with both design and functionality that "can be used for a long time in any situation after just one purchase" can alleviate guilt about waste.

 

 

What do you pay attention to when shopping?

Furthermore, in response to the question, "Please tell us what your decisive factors are when you shop," we received interesting opinions from everyone who lives a life mindful of the environment and animals.

Below, we will introduce some of the responses.

 

• Sustainability is the entry point; design is the deciding factor.

• Quality of materials, and the intentions of the creators behind the product.

• Whether there are fewer sacrifices involved, and whether the design is appealing enough for me to use it for a long time.

• Whether it is of good quality that I will want to use for a long time.

• Products that do not use animals, and the company's stance.

 

It seems that LOVST TOKYO users do not simply judge based on the external value of "things," but rather shop considering the "thoughts and sustainability" behind them.

To respond to these opinions, we will continue to prioritize the disclosure of information on product pages and social media, and strive to provide more decision-making materials.

 

A catalyst for a sustainable lifestyle

To the question, "Please tell us if anything has changed since you encountered LOVST TOKYO," we received many heartwarming responses.

Here, we will share some excerpts.

 

• I started thinking about what other products are made of and how they are made!

• I've started choosing environmentally friendly products as much as possible 🌼

• It made me think about eco-friendliness. I learned that not only plastic but also apples can be recycled.

We are not just an apparel brand; these words are truly gratifying to us, as we want to "provide opportunities for new lifestyles."

Moving forward, we hope to continue offering many "insights" to everyone through our sustainable vegan leather items.

 

 We want to be a co-creative brand

Finally, we asked, "What prompted your interest in sustainability, environmental issues, veganism, and so on?"

We found that there were various reasons, such as "my friend was vegan," "I adopted a rescue dog," or "I watched a movie."

However, despite the different triggers, we feel that we who think about and act on these social issues are moving in the same direction.

LOVST TOKYO is a brand that co-creates with its users.

If you ever have anything on your mind or anything you'd like to tell us, please feel free to contact us anytime.

By gathering your voices, we hope to constantly update the brand's identity and be there for each individual's "positive guilt."

Once again, thank you very much to everyone who responded to this survey!