Positive Luxury

Don't you just LOVE the word LUXURY?

For me it evokes images of beauty, glamour and sophistication, all three rolling around together in a vast high quality pool of bespoke comfort and exclusivity.

Well, what if feeling that good and looking that good also meant that you were doing good?

Positive Luxury is a membership organisation with an eco label called the Butterfly Mark. This mark is applied to high-end brands with a desire to make a difference in the world. With this symbol on a product, consumers can rest-assured that the company they are purchasing from is taking steps towards become more environmentally and socially sustainable.

Oooh. That sounds good to me.

Of course, The Butterfly Mark is not a 'one size fits all' stamp for eco-friendly perfection. Equally, it is not there to encourage guilt-free mass buy-outs of designer labels ('but, surely, the more I buy, the more I am saving the world?!')

Rather- and this is the part I really agree with- it is about praising companies who are not only conscious of their impacts but are making efforts to ensure that they are effectively measured and managed. I believe in this type of positive reinforcement in sustainable business, as it can also create competition.

Although many of the global affiliate brands are not making transformative (systemic or operational) sustainable change, there are also fully-fledged born-sustainable start-ups with the Butterfly Mark who can act as inspiration.

This is the part I really, really agree with: Positive luxury is supporting the ethos that living sustainably does not have to mean living in a cave and instead should and can enrich your life.

Just one more thing I like about Positive Luxury... Aussie dreamboat Adam Garcia is their Brand Ambassador...