Sustainable is desirable

Common sense is back

Good, Beautiful, True

The Platonic Triad – if people talked about it 24 centuries ago, there must be a reason, right?

For those who never found high school philosophy particularly thrilling, a quick reminder: Plato tells us that the True, the Good, and the Beautiful are interconnected ethics that should evolve in the same way: basically, having the “right ideas”. 

The “Bon” in French can be added to the equation, it refers to “common sense”: La Bonne Brosse, La Bonne Poêle by Atma,, are brands that simply express the pleasure of owning a qualitative long lasting, smart, and straightforward product – because embracing the “bon” should never be just a marketing ploy. Good consumption should always means buying for life and willing to pay for it. How many Teflon pans have we thrown away when a good stainless steel pan can cook generations of potatoes?

Buying a durable product and extending its use is our collective responsibility and a kind of homage to Plato, who already had it all figured out!

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