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PUREVIU - a sustainable fashion and people magazine

PUREVIU is a sustainable fashion, people and city magazine that was launched on June 2nd, 2022. The idea behind it: Each issue presents ten activists, designers and entrepreneurs from a city who are already rethinking and redesigning fashion. This gives fashion change a face, makes it more tangible and directly tangible. The first stop: Munich.

Editors+Mirjam Smend and Heike Littger

Heike Littger (right), 52, is a freelance journalist, author and book editor. Previously editor and department head at the Süddeutsche Zeitung (education and career), Max, gigantic and the online magazine ChangeX. As a freelance journalist, she has written for, among others, Kursbuch, gdi Impuls, Schule Magazin, managerSeminare, Zeit online, Computerwoche, Capital, Impulse and Geo Saison. Studies: Ethnology, Political Science and International Law in Munich (LMU).

Mirjam Smend (left), 51, is a freelance author, blogger, speaker and since 2018 founder of the B2C trade fair and conference format Greenstyle Munich fair & conference. Previously 16 years first online then print editor at Glamor and then at Elle. As a Fashion Revolution Ambassador and Game Changer, she uses every opportunity to make sustainable fashion a mainstream topic: by organizing blogger lounges, setting up Green Fashion Tours in Munich, the Greenstyle pop-up store in Munich City Hall and Greenstyle events at trade fairs in Germany and abroad. Next stop: Greenstyle x Neonyt Lab in Frankfurt from June 24th to 26th, 2022. Studies: Journalism and Communication Science at the Paris Lodron University in Salzburg.

Pureviu insides

1. What was or is your motivation behind PUREVIU?

As editors and authors for various publishers, we have been talking to people who are rethinking and redesigning the fashion world for years. An inspiring exchange that inspires us every time. Mainly because all actors – no matter how different they may be – have one thing in common. They have defined limits for themselves that they do not want to cross (anymore) and have discovered new freedoms within these limits. For her, designing fashion sustainably does not mean doing without, but creativity, innovation, fairness, community, communication, well-being.

In 2021 we decided to start our own magazine. In order to put the people who have already made their way in fashion even better in the limelight. And to give them more visibility and to properly appreciate their commitment and work. They show us how much creativity, knowledge and skill goes into clothing, shoes and accessories when we don't consider them disposable! How much political and emancipatory potential!

We cannot understand why fashion and sustainable fashion is still dismissed as a “girl topic”. Maybe there is calculation behind it, because the fashion industry is one of the dirtiest industries of all. It causes more greenhouse gases than international air and sea shipping combined, makes the second largest contribution to modern slavery through forced labor, and contributes significantly to the loss of traditional craftsmanship through cultural appropriation. In order to create change here, more awareness, more exchange and, above all, more inspiration are needed.

2. What is your advice to our readers: What can you do specifically for a better future?

Keep your eyes open for people who inspire you with their ideas, their attitude, their mindset and their extra portion of positive energy. Enthusiasm has the potential to push us humans out of our comfort zone. We take on new perspectives, get moving, have fun doing it and, in the best case scenario, infect those around us. The great thing: In every city there are courageous pioneers, passionate supporters and committed networks.

3. How do travel and sustainability go together for you?

We don't have to do without travel, even long-distance travel. However, they only make sense to us if we return with positive stories afterwards. The prerequisite for this is that we get involved with the respective country and the local people. So don't just consume, but dive in and experience. It's very similar with sustainable fashion, here too it's not about quantity, but about quality, appreciation and solidarity.

PUREVIU can be distributed as a print magazine or e-book be purchased: 160 pages, 20 or 16 euros.



You can find the current issue here



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