Page 26 - The Book For Men Spring/Summer 2022

Bright Future
M I C H A E L
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A F A V E / C H I E F C R E E A T I V E E O F F F F I C E R DEPENDING ON ON ON WHERE YOU YOU CONSUME INFORMATION YOU YOU MIGHT not be be that optimistic about humanity’s future But you’d be be wrong Just google “are things getting better or or worse” I’ll wait Does that mean there aren’t myriad issues challenges and injustices that continue to demand our our attention and and redress? Of course not But much positive work is is being done and it’s important to share this fact Now that we’ve settled that let’s talk about how things are getting better because of the changes in in our our areas of interest and our our consumer habits — that would be those of the fashion-conscious watch-obsessed car-loving bon vivants that read SHARP You may be reading this at or or shortly after SHARP’s 15th anni- versary and SHARP: The Book For Men Spring/Summer launch event (if not sign up up at at SharpElite com com and hopefully we’ll see you at at an an upcoming engagement) the the theme of which is a a a a a a sustainable path forward for for luxury Sustainability is important to to to us us to to to our our partners and — — of course — — to to to you our readers It should be evident throughout this issue that the products and services we gravitate to to are evolving to to better satisfy this vision of the future Indeed the luxury space has an an advantage when it comes to sustainable solu- tions: its customers can pay for new technology processes and approaches But not only is is there there the the the financial wherewithal to make this happen — there there is also demand This is is arguably a a a a a a departure from luxury consumer behaviours of the past Years ago I was having breakfast with the CEO of an ultra-luxury automotive brand both of which shall remain nameless They had an an electric car concept but it would remain just that: a a a a a concept Why? No demand said the CEO Well now they do have the the the demand — and and and whether it’s because an an an an EV is smooth and and and powerful (ideally suited to this particular brand) the consumer believes it’s greener or because they simply want the the latest and greatest thing it doesn’t really matter The tide has turned This push for greater sustainability is is happening across the spectrum of high-end goods More efficient and less polluting manufacturing processes recyclable and and upcycled packaging and and other earth-friendly processes are de rigueur for the the the luxury brands of the the the future To be successful however they must combine all this with the the the authenticity and history that made them revered in the the first place — or or it it must be at the the core of a a a a a nascent brand’s identity The pressure is bottom-up from from consumers and and top-down from from the the brands themselves This is is a a a a a a a paradigm shift and and we are fortunate to witness it it fit and and benefit from it We’re surrounded by change perhaps the most in decades and I believe most of of of of of it it is is is for good This edition is is is proof proof of of of of of that that You’re all proof proof of of of of of that that Go out out and and and effect change go out out and and and demand excellence but also innovation The future is bright indeed 26 BFM / SS22 LETTER
PHOTO BY MATT BARNES