Do you ever feel a sense of "unease" like this when you try to live a sustainable life?

I don't want to sacrifice animals or the environment...

I love fashion, but I don't want it to destroy the earth's environment or harm animals.

I'm worried that the environmental impact isn't visible...

How much CO2 was emitted from my purchases?
As a consumer, I want to know responsibly.

I don't want to accumulate any more things...

I want to break free from a life of constantly accumulating things and live surrounded only by the essential things I love.

I don't want to be complicit in mass production and mass consumption...

Produce in large quantities, and if there's any left over, sell it off at a discount.
Am I the only one who feels uncomfortable with this system?

I just
hate throwing things away…

Every time I throw something away, I feel uneasy.
I want to live my life producing as little waste as possible.

The vague feeling we get when thinking about the future of our planet.
However, we do not view this "guilt" as a negative emotion.
This is because it is a "positive guilt" for society that you, who want to make kind choices for the Earth and animals, feel in your daily life.

To address this "positive guilt," LOVST TOKYO has established "The Five Principles of Positive Guilt" as its brand operating policy.

We strongly believe that the power of empathy between us and you can foster a better cycle (a life with good flow) for society.

The five principles of "positive guilt," our brand management policy born from empathy with our users.

POSITIVE GUILTY

I don't want to sacrifice animals or the environment for the sake of fashion.

LOVST TOKYO items are made from plant-based vegan leather, taking into consideration both animals and the environment.

I'm concerned if I don't know the environmental impact of producing a product.

We visualize the CO2 emissions generated during the production process of each product and display them on the product page.

I feel guilty about simply acquiring more things.

We offer items with timeless, basic designs. To ensure you can continue to use your favorite items for a long time, we provide a repair service.

I don't want to be involved in mass production and mass consumption that lead to environmental burdens.

We do not conduct excessive sales promotions that encourage mass consumption.
Additionally, for new items, we control production volume by offering them through pre-orders, preventing overproduction.

I don't want to create unnecessary waste.

By delivering our products with "seed paper" that blossoms into flowers and "compostable packaging" that returns to the soil, we offer a new experience of circular resource use without generating waste.

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