Fashion is superficial! JUZD is not.

I was talking to a friend who have been in the fashion industry for a long time. He was part of the urban streetwear fashion scene when it first started in the 80's. A very powerful thing he told me was: "fashion is superficial, this is different, when people wear a JUZD shirt they are making a statement, they are making a difference."

Up to that point I never thought of our JUZD bamboo shirts being that. We didn't start using bamboo because we wanted to save the planet. Nor did we use bamboo, the most eco-friendly fabric to jump on the eco-friendly bandwagon. Heck, I don't even like the word "eco-friendly"...it's just too happy...too friendly, I prefer eco-conscious. But I do have a lot of respect for nature and wanted to create a brand that's organic that goes deep into the spirit and innate power of the individual. And using bamboo is part of that philosophy.

Two things can happen. One, people buy JUZD because it's eco-friendly (They want to help save the planet or because it's trendy). Or people feel passionate about the JUZD philosophy and brand and buy it for that reason. Either way I'll be happy because you and I will have made a difference, intended or not.