SKIMS has mastered the art of turning comfort into a promise of care.
Behind its soft tones lies a story about image, ethics, and desire.
This piece looks at how sustainability becomes performance,
and how morality, once felt, now often wears beige.

Europe calls it recycling; Africa calls it residue.
Beneath the language of “sustainability,” the fashion industry hides an old pattern of extraction where the global South bears the weight of the North’s conscience. This is what the circular economy looks like when the loop is colonial.

Nine thousand looks, one number on repeat: 97.1%. Fashion counts bodies and calls it progress, but what do these decimals really measure?