Sustainability didn’t use to be sustainable. Greener products or ideas came with high prices, and generally worst performances. In a few words, they were almost less useful – therefore less green – than non green products. Or at least, pale green. Today the revolution has finally arrived in full. Sustainable products often work better than those that are not. They are much more affordable than ever before. They often look much more attractive than the products they are trying to substitute, which often pollute physically as well as visually (no wonder why we keep hiding most of our cleaners in a cabinet). Ethic is finally a useful, beautiful thing. Because there’s no ethics without aesthetics.


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