On monday the second of March a group of us went to the company Farmer’s Market, which is a design label in Iceland. I did not know much about the label beforehand but after our preperation I was eager to hear what they had to say. What I found most interesting was their idealistic approach to clothing and their environmental policies. They focus on using natural materials and making classic designs that withstand the test of time. They don’t follow the usual fashion season system and they sometimes even sell the same designs for many years. I think that is a beautiful policy and the fashion industry has to start thinking more about it’s influence on the environment.