Our editor-at-large Summer Rayne Oakes has been named the fourth best dressed person by the Sustainable Style Foundation, up from fifth last year. Congratulations! Number one by ’09!

It’s been three years since Summer Rayne Oakes first appeared in Lucire, as a feature interviewee rather than a member of the team. Since then, the association between the magazine and Ms Oakes has strengthened, with her taking the acting editor’s role in 2006 and as editor-at-large from 2007. Here are some shots from that April 2005 story, which to our knowledge have not appeared online, in a quick trip down memory lane today. As the United Nations Environment Programme’s first fashion industry partner, Lucire was destined to be in the same world as Summer Rayne. It’s been a great association, and we hope it’ll continue to grow.

From top: Summer Rayne Oakes in Linda Loudermilk V-neck top in sustainable silk, found lace and vintage thread beads embellishment, Linda Loundermilk vintage lace jacket, and her own necklaces. Hand-made embroidered jackets made of recycled materials from Project Alabama, Carasan Designs woollen tweed corset with hand-beaded Swarovski crystals, and beaded choker. Photographed by Sarah McColgan, make-up and hair by Deshawn Hatcher, styled by André Adkins. Summer Rayne Oakes was represented on this shoot by Boss Models.

As part of our partnership with the United Nations Environment Programme (UNEP), it’s our pleasure to present its latest video in combatting climate change.
   Don’t stop reading, it’s not that laborious. Its latest TVC is stylishly made, with music by Etienne de Crécy, and offers some genuinely painless tips on looking after your denim jeans—while saving five times the energy. The ad is 30 seconds long: click on the image below to play.

   Analysis shows that for any pair of jeans, the greatest environmental impact comes from its use. ‘Therefore, the number of times jeans are worn before being washed, the washing temperature, the use of detergents, the machine-drying and the ironing constitute many crucial steps. We also shouldn’t forget that a well maintained garment will last longer, thus generating less waste!’ says the UNEP.
   The TVC stars Kambod and Mathou as the dancers (Tecktonik is the dance style), and was directed by FD Production.

In the ’box today: Australian women’s motoring website SheBuys.com.au has found in a survey that 85 per cent of Australian women say that ‘money is no object when it comes to being green’. It also revealed that a third of all women would trade in their car for an environmentally friendly scooter. ‘With increasing pressure for an ongoing solution to climate change, Aussie women are amongst the most environmentally conscious on the planet and are prepared to spend more in order to assist in their bid to go green,’ says the site.
   The results are more significant than the site might know, given that women play a huge part in car purchasing decisions in relationships. When I still keep seeing gas guzzlers come out of some companies, I have to wonder what strategy is being followed.
   As far back as 2000, Lucire tried to push home the message that SUVs were passé, that there would be a fuel crisis and that subcompacts would become increasingly trendy. It’s why the first Lucire Car to Be Seen in was an Audi A4 Avant, not a Dodge Durango.
   Companies like Suzuki, encountering a sales’ surge for models like the Swift, deserve to do well.

General Motors’ latest video is pretty unconvincing. While it has alternative-fuel cars at the Detroit Auto Show on this week, the ones that are ready for sale are, for want of a better term, gas guzzlers. And they need to be promoted. The Chevrolet Corvette ZR-1 and Cadillac CTS-V look the business, and GM says that it’s trying to make high horsepower ‘a little more responsible’.
   How? The Corvette ZR-1 ‘is built entirely of lightweight material, aluminum, magnesium, and carbon fiber. It has one of the best fuel economies in its class,’ says the company. Bear in mind that it considers other cars in its class some of the more exclusive supercars out of Europe and none of them will likely see any figure over 20 mpg.
   It only tells us that the Caddy has 550 bhp and 550 lb ft of torque, which doesn’t sound that green to us.
   Still, it’s consumer demand that GM is really trying to tap in to, and consumer behaviour just hasn’t changed sufficiently given where the planet is.

I don’t think anyone in this country, especially those of us in the media, could not pay some form of tribute to Sir Edmund Percival Hillary, NZOM, KG, who passed away aged 88 in Auckland Hospital today.
   Sir Edmund, the first man to conquer Mt Everest, is considered a national hero in New Zealand and before his death was the only living person to appear on the country’s banknotes.
   In a British expedition, New Zealand-born Hillary conquered the peak on May 29, 1953—days before Queen Elizabeth II’s coronation—with climbing partner Tenzing Norkay. Hillary was knighted in July that year.
   Born in 1919 in Tuakau, Hillary grew up in Auckland and became interested in mountain-climbing as a teenager. With his brother Rex, he was a professional beekeeper at the time of the conquest.
   After Everest, Sir Edmund reached the South Pole in 1958 and participated in the 1975 General Election in New Zealand. In 1985, he was appointed High Commissioner to India by the Labour Government.
   He was made a member of the New Zealand Order in 1987 and was appointed a Knight of the Order of the Garter in 1995.
   His reputation was international, making it in to Time’s 100 heroes and icons of the 20th century.
   Sir Edmund was active in philanthropy, both in Nepal and New Zealand.
   He is survived by his second wife, June, two children and six grandchildren. His first wife and daughter were killed in an air accident in Nepal in 1975.   

The Medinge Group, an international think-tank on branding and business, today releases its fifth annual Brands with a Conscience list. In the Group’s opinion, these eight diverse organizations show that it is possible for brands to succeed as they contribute to the betterment of the society by sustainable, socially responsible and humanistic behaviour.
   The international collective of brand practitioners meets annually in August at a secluded location outside Stockholm, Sweden, and collaborate on the list, judging nominees on principles of humanity and ethics, rather than financial worth. The Brands with a Conscience list is shaped around criteria including evidence of the human implications of the brand and considering the question of whether the brand takes risks in line with its beliefs. Evaluations are made based on reputation, self-representation, history, direct experience, contacts with individuals within the organizations, media and analysts and an assessment of the expressed values of sustainability.
   Last year, the group added a unique category commendation, the Colin Morley Award, recognizing exceptional achievement by an NGO. Mr Morley, a member of the Medinge Group, died in the London Underground bombings on July 7, 2005. The award commemorates his visionary work in humanistic branding.
   For 2008, the group has singled out the following organizations:

Aveda
Chocolonely
Hennes & Mauritz
Happy Computers
International Watch Co.
Pret a Manger
Dame Anita Roddick

and the 2008 Colin Morley Award for a non-governmental organization is given to Star School.

   Announcing the 2008 Brands with a Conscience, Stanley Moss, CEO of the Medinge Group and chairman of the initiative, called them ‘solid indications of the trend towards humanistic branding—this year’s list shows a renewed interest in ethical conduct, accountability and outcome. The 2008 winners remind us that at their essence, brands are for people.’
   ‘Branding has a huge role to play in creating a better and more sustainable world,’ remarked Thomas Gad, Chairman of the Medinge Group. ‘There already exist alternative technologies and products with less damaging impact on the environment, climate and people’s lives. But new green products and alternatives need to become attractive in the minds of people, in spite of their sometimes being more expensive and different. That is why the Medinge Group’s annual Brands with a Conscience Award is more relevant and important than ever. Branding can become a true-flag bearer for a better world.’
   ‘For the last four years, the Medinge Group has named Brands with a Conscience, forerunners to the social responsibility curve, long before the mass media came to champion their causes. This year’s mixture of companies again represents those leading the way, including some who pushed the humanist agenda for years without recognition.
   ‘In particular, we posthumously award a BWAC to Dame Anita Roddick for her lifelong contribution to fighting injustices. This is a recognition that Dame Anita had successfully developed her name into a brand with a reputation, one which had an immediate resonance to many. Star School’s recognition as our Colin Morley Award winner for 2008 is fitting: this is the sort of organization we think Colin himself would have endorsed for its work in combating HIV and Aids in Zululand, by targeting 40,000 high school students,’ said Jack Yan, a founder and director of the Medinge Group.
   Ian Ryder, a founding member and director of the Medinge Group, commented, ‘Each year since we began these awards, the whole world has become increasingly concerned about planetary sustainability. World leaders are meeting in Bali as we issue this year’s winners list. Some of our featured brands have been concerned for years about issues like these. They have actually demonstrated their commitment and not just talked about it. The standard just keeps getting better.’
   Patrick Harris, a director of the Medinge Group, added, ‘Medinge’s Brands with a Conscience winners are not peripheral, fad-based organizations. They are thriving, successful, humanity-centric entities. They are market-forming and world-changing. Together, they are a glimpse of the future of brands. Today’s Brands with a Conscience are embracing an era of generational thinking. They perform the ultimate recycling effort, that of discarding the current disposable, short-sighted generation of thought and replacing it with one of longevity and humanity at its core.’
   ‘The continued shift away from “branding-as-persuasion-to-buy” to “branding-as-how-we-improve-the-world”—with authentic, human considerations at the core of the organization—really gathers pace,’ observed Tony Quinlan, a Medinge member. ‘This year’s award winners effectively counter the ridiculousness of the profit-above-all approach which too many organizations take. Congratulations to such a diverse group, working in diverse sectors—all deserving of our praise and gratitude.’

The winners in detail
Aveda
www.aveda.com
An impressive sustainability-committed body and hair care brand. Its mission positions Aveda as a catalyst for awareness and change at all levels. The company gave its original endorsement to the Valdez Principles (later the CERES Principles) in 1989. Individual responsibility is core to Aveda’s culture. The company regards its employees as change agents with the power to change the course of human civilization.

Chocolonely
www.chocolonely.com
Tony Chocolonely produces 100 per cent slave-free chocolate. Most chocolate is harvested under slave conditions (often by children) in west Africa. Dutch journalist Teun van der Keuken set out to make chocolate products that are certified slave-free. As he has shown in his TV programmes, that is not easy. He even went so far as to start a court case against himself (which he lost), as a consumer of slave chocolate, to shame chocolate producers.

Hennes & Mauritz
www.hm.com
Hennes & Mauritz (H&M) has taken a leading position in crucial issues and earned acclaim for it internationally. The company operates in 28 countries and has more than 60,000 employees all working to the same philosophy. Alongside commercial success, this company demonstrates solid principles of entrepreneurship and a strong sustainability credentials, all the more difficult in a business where unnecessary over-consumption, cost-shaving, and issues of ethical production will be the inevitable accusations. H&M has grown into one of the most demanding fashion producers in the world, and today stands as a benchmark of standards for the industry.

Happy Computers
www.happy.co.uk
Happy is a training company, that makes learning about IT an enjoyable and helps companies create great workplaces. Ethics are at the core of the business, with every new employee introduced to this through the company’s Corporate Scruples game at their induction. Happy has sent trainers to Uganda, Nigeria and Cambodia to, pro bono, to support the creation of local sustainable training centres. In London they provide support to a range of local charities, employ a deaf trainer to deliver IT training in British Sign Language and have been carbon-offsetting since 1991 (long before the term was in use).
   Although only employing 50 people, Happy has previously been rated the best company in the UK for customer service (Management Today, 2003), the best small business in terms of positive impact on society (Business in the Community, 2006) and the second-best place to work for (Financial Times, 2007).

International Watch Company
www.iwc.com
Since 1868, a brand of the utmost integrity, dedicated to the manufacture of quality timepieces. A beacon for the watchmaking craft, which offers three- to four-year apprenticeships in the discipline. Creates limited quantities. Number of employees in 1869: 196; number of employees in 2006: 390. Pursues a strong social and ecological policy as part of its CSR initiatives, and in partnership with adventurer and environmentalist David de Rothschild (Adventure Ecology). With structural measures and alternative energies, IWC is cutting its carbon dioxide emissions by at least 50 per cent. Certified as climate-neutral business, at the same time a driving force behind the Laureus Sport for Good Foundation, a global organization whose aim is to open up new prospects in life for underprivileged children.

Pret a Manger
www.pret.com
Good food with organic (where possible), non-GM ingredients. Leftovers to homeless. First coffee for free each day—in every shop—to remind of the importance of the customer. Several charities supported, also a foundation, a great working environment to all staff. The company is not too bothered about profits. On its website, it states that someday, it hopes to earn 9 per cent profit, but hasn’t yet.

Dame Anita Roddick
www.anitaroddick.com
Dame Anita Roddick showed admirable leadership not only in the Body Shop but as an advocate for Fair Trade, the environment, corporate social responsibility, free speech and other causes through her personal work. Much of this can be found at anitaroddick.com, which was updated personally until her passing. All of this reflects a personal brand that is consistent and honed, supported by causes, many of which are compatible with the Medinge Group’s own aims. Anita Roddick believed in living her own personal brand as much as for her audiences, including the media, and had few detractors, something which cannot be said for many other high-profile types.

The Colin Morley Award for excellence by an NGO: Star School
starschool.brimstone.net/document.asp?levelid=180
Star School works with 40,000 high school students in HIV–Aids-stricken Zululand, South Africa. This schools-based intervention encourages learners to build their future through informed decision-making. The group works within existing structures—in this case, the school system. The NGO is financed by the Swedish entrepreneur Dan Olofsson, endorsed by the South African government. Star Schools are now spreading out on the African continent. The project was launched in 2005, and has since been rolled out to 40 schools in the Umkhanyakude district of Kwa-Zulu Natal.

2007 BWAC Committee
Malcolm Allan
Paulina Borsook
Thomas Gad
Sicco van Gelder
Ava Hakim
Patrick Harris
Pierre d’Huy
Nicholas Ind
Tim Kitchin
Johnnie Moore
Stanley Moss (chairman)
Simon Paterson
Tony Quinlan
Anette Rosencreutz
Ian Ryder
Erika Uffindell
Jack Yan
Ton Zijlstra

A nice site came across my virtual desk today: Modify, an eco-chic boutique specializing in higher-end fashion, accessories, home items and beauty products. I don’t know the folks behind it, but I am pretty impressed with the home page design. We linked it from the Lucire Shopping Guide—the online one—today.
   Shows there’s plenty of growing credibility to covering eco-fashion, something we pioneered among mainstream fashion titles earlier this century.

Last night, the nominees for Lucire’s Car to be Seen in 2008 were announced:

Fiat 500
Ford Mondeo
Jaguar XF
Volvo C30
Audi A4
Audi S5

   Look, ma: no minivans or SUVs. These still have not distinguished themselves, in our book. One looks much the same as the other—except for the Volvo XC60, which we hope to see in production form in 2008.

   I had wanted the Renault Laguna (above) to make it, but the divisive styling has seen to its omission. Pity: the 5·5 l/100 km (55 mpg Imperial) dCi model sounded just right for our fuel-sensitive times. It’s not often such a big car comes with a tiny 1·5 litre engine.
   Still, out of the six nominees the final award should still be hard-fought.

I think it’s way cool when another magazine calls one of your own one of its 20 most influential trend-setters under 40. And this is out of a global sample of people. Congratulations, Summer Rayne, for making it into Amica’s list! It’s much deserved—and yet another example of how we’ve been ahead of the curve.