15 March 2007

Nothing is Simple, not Even Shoes

Peter Rukavina had it right when he questioned the merits of an ad from Simple Shoes brought to my attention. The copy reproduced here is from Rolling Stone. Rukavina wrote of the Simple message:

"None of which, of necessity, takes away from the authenticity of their Simple Shoes message. But it does make we wonder how deep their thinking goes, and how much of it is simply brand posturing."

It's wrong to expect only small companies embrace sustainable manufacturing practices. The heavy lifting is going to have to be done by bigger firms in order to make a difference, and to get the message out that there are alternatives. It's OK even when they posture as smaller firms.

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