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So Weekly | May 31, 2022

New in @So: B.L.A.H.

The new shoe brand from Amsterdam ditches the ‘BLAH’ around sustainability. B.L.A.H. is challenging the phenomenon of blah blah blah culture - worthy statements that don’t mean a lot. Believing also that brands have become far too worthy – and, quite frankly, boring – by over-communicating their sustainability credentials, B.L.A.H. is based on the belief that people today want great fashion, responsibly made… without the marketing spin. B.L.A.H.’s motto? We care, but we don’t. The new brand cares about making great shoes and treating the environment kindly – but doesn’t care about being perfect… or filling the world with more BLAH.

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