Monday, May 19, 2008


thehinitiative is a fashion house that produces cool t-shirts in New Zealand; nothing startling about that. After all, New Zealand is now recognized as a distinctive influence in fashion. But thehinitiative has combined their passion for clothes with a passion for making the world a better place. Even better, they’ve called their blog Leaning Over the Edge and headed it with a quote from Kurt Vonnegut I have often used myself, “I want to stay as close to the edge as I can without going over. Out on the edge you see all kinds of things you can’t see from the center”. Yes, these people are true edge dwellers. You catch it from their designs, but it also shines through in their attitude. As they say themselves: “thehinitiative is a New Zealand street wear fashion label playing Robin Hood. We all know that we love spending ourselves but we still want to help out somehow! However, it just seems a little easier to buy that latest stylish top than to pop that same amount into a collection bucket. So, why not kill two birds with one stone: LOOK GREAT, DO GOOD.”

This is totally in tune with where Saatchi & Saatchi are going with Saatchi S. We have to start grounding sustainability deep into the lives of people. To help them bring sustainability into their world rather than have the immense problems of the planet hung over their heads. We call this moving from Green thinking to Blue action – and you’re going to be hearing a lot more about it. thehinitiative is True Blue. Visit their site and order some t-shirts.

Note: The secret behind their rather mysterious name is revealed on their blog. What’s the extra “H” stand for in thehiniative? Hope. I love it.