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earth music&ecology | いいことある服。 | 2024

The Brand That Turned Plain Fabric Into Philosophy Has Become Just Clothes / earth music&ecology "Clothes That Bring Good Things."

To mark its 25th anniversary, earth music&ecology has gone all in on the word "purpose." After spending about a year with everyone involved rethinking what makes the brand "itself," they landed on this film: a woman wakes to her morning alarm, touches her clothes, and finds herself surrounded by flowers and butterflies. Honestly, I have no idea where I'm supposed to feel excited.