Every year there are particular words that are prominent, either used by the masses or perfectly describing the feeling of the time. In 2016, many believed that ‘hygge’ might have made it as the official ‘word of the year’, with this Danish lifestyle trend soaring in popularity and adopted throughout the nation. ‘Authenticity’ is another term that could also accurately sum up the zeitgeist of the modern era, with large portions of society now striving for genuineness in all aspects of their life, searching for just a hint of realism and reliability in everything from the food they eat to the clothes that they wear. However, it was the phrase ‘post-truth’ that rose above the other contenders and won the yearly word popularity contest. In an age where it is simply accepted that the ‘details don’t matter’ there is a mass desire building, demanding that the wool is removed from over their eyes. Today, they want to experience life on their own accord. But it hasn’t always been this way.
How did we reach ‘post truth’?
This yearning for the truth and a stripped back, honest approach in life is a relatively new concept and one that has only become apparent in the past two decades, coming to a head in the present day. While post truth is not a new concept, political events such as Brexit in the UK and the Trump victory in America have given new life to the phrase, plummeting us into an age where these corrupted politics and lifestyles reign supreme. However, now the rose tinted glasses have begun to fade and more are beginning to see past this blanket of fabrications.
For every mass reaction there is an original cause that lies at the root of the problem. The quest for responsible refinement and the new authenticity revolution could stem from the stress inducing, confusing, fast-paced culture of consumerism that has flooded the western world.
We are living in the age of advertisement, where we have become accustomed to accepting the many contradicting, powerful marketing messages that we come into contact with every day. Even the thoughts of the journalists from leading magazines cannot be accepted as honest, unbiased opinion as many articles and reviews are heavily influenced by the corporations whose products or services they write about. With so much information to process on a daily basis, it becomes difficult to separate the lies from the truth and a thirst for instant gratification from consumer goods rules over moral consideration. But now, aided by the power of knowledge spread by Internet many are not standing for this any more.
Regardless of what they are told, they refuse to believe that fast food is the better option, they reject the concept of a flat-pack home and the fast-fashion processes that many turn a blind eye to disgust them. Welcome to the authenticity revolution.
The conscious consumer
There is a new breed of conscious consumer who values responsible refinement over careless corruption. They are concerned with the origins and processes of everything they consume covering food, lifestyle and fashion. ‘Mass produced’ is no longer seen as a positive attribute and a drive towards individualism is apparent.
When applied to fashion, the conscious consumer takes as much pride in their appearance as the ‘post-truth’ person but finds luxury in the subtle, unseen details and hidden aspects of a piece rather than garish, badly produced, factory made finishes. There is a craving to understand the origins of their clothing, adding more worth to their garments than any high-street label.
Catering to authenticity
Classic Portuguese caters towards this authenticity movement, reviving time old knitwear processes and traditions from the rural hilltops of Serra da Estrela. No collection is ever mass-produced, taking pride in the careful yet time consuming techniques that create only high-quality, unique garments. Rather than garish branding, each piece from Classic Portuguese is defined by the small, sophisticated details such as the soft, tactile merino wool and cashmere blend that forms each sweater and the ribbed finish found across the sleeves and neckline. Sustainable techniques are used, understanding the need for responsible refinement, producing goods for our customers that have a positive story to tell.
In this quest towards authenticity, the origin of our garments is apparent not only in our name but embedded throughout the inaugural ‘Serra’ collection. Comprising of three premium sweaters, each article represents an element of the surroundings of which is was made, crafted in grey Alpine, deep blue Ocean and earthy Terracotta shades.
Wearing a Classic Portuguese sweater is as much a lifestyle statement as it is a fashion one, proudly showcasing a thirst for honesty and a respect for grounded, responsible values. If you too are on the quest for authenticity, follow the journey of Classic Portuguese online or browse the Serra collection to pull fine cashmere and merino wool over your neck, not your eyes.