Why “Project Emerald”? 💚
I wanted to share this here first, because this community is a big part of what we’re building.
The name didn’t come from a big branding exercise.
It came from a feeling.
From the beginning, I knew this wasn’t something you just launch and it’s done.
It’s something you build.Something that evolves.Something you figure out as you go.
A project.
Something that requires effort, collaboration, and people coming together around a shared goal.
Because that’s exactly what this is.
We’re building something bigger than a marketplace.
We’re working towards a shift — in how we shop, how we value clothing, and how we show up in the world.
(For us, that’s saving 2 x MCG’s worth of fashion waste by 2030.)
The “Emerald” part came a little later.
I was thinking about the saying:
something old, something new, something borrowed, something blue…
And I got stuck on “blue”.
Because it didn’t feel right.
If we’re doing this — we’re doing it for the planet.
So it had to be green.
And then it clicked.
Emerald.
Something valuable.Timeless.A little bit special.
A treasure.
And that’s how I see clothing.
Not disposable.Not something worn once and forgotten.
But something that holds value — and deserves to stay in circulation.
This space is about building that mindset together.
I’d love to know —
💬 What does “shining” mean to you when it comes to your style or how you show up?
Eve x
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Why “Project Emerald”? 💚
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As a Collective, we take pride in keeping clothes already in circulation, circulating. We embrace our authenticity and dress in what lights us up.
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