Sustainable thinking is the punk of our time! ~ Marie on the SDGs

Marie, active as a model and talent, is also gaining attention as the designer of the sustainable and ethical apparel brand "PASCAL MARIE DESMARAIS."

What do millennials mean when they talk about SDGs in a "cool context"? From Marie's perspective—as a role model for young people and a business leader active in multiple fields—we glimpse a new vision for the sustainable era.

"You can't lie to your fans" – this conviction led to the brand's launch.

──Marie, you run the ethical and sustainable apparel brand "PASCAL MARIE DESMARAIS." What motivated you to launch the brand?

Marie: I wanted to start the brand because a regret from my youth had always lingered deep inside me. Back then, I couldn't give accurate information to the young fans who told me, "I want to be like Marie-chan," or "I want to copy what Marie-chan wears or eats."

I couldn't confidently recommend truly good products or things I genuinely believed in. There were various reasons for this—maybe I was too concerned with pleasing the adults around me, or perhaps I lacked the knowledge and experience...

Now that I'm an adult, I feel even more strongly and with greater conviction that "I can't lie to my fans" and "I want to spread accurate information as part of my knowledge." That's why I decided to share information through the medium of fashion, something I love.

Another trigger was damaging my health. When I was young, I believed success meant becoming a successful model or talent, appearing on TV and thriving. I worked relentlessly toward that. But even after appearing frequently on TV and becoming famous, I didn't feel happy at all. In fact, I felt like I was lying to myself. I wasn't doing what I truly wanted, and I couldn't see a future. The stress ruined my health, and I ended up taking 30 pills a day... That's when I thought, "I can't go on like this," "I'll lose something important if I keep this up." To confront myself, I studied abroad at Parsons School of Design in New York.

While studying fashion, I met countless people, listened to their stories, and searched for what I truly wanted to do and what I should be doing. Simultaneously, I reevaluated my diet and lifestyle and challenged myself to stop taking prescription medication. Over four years, I managed to stop all medication.

Because I went through such a difficult experience, I became determined to spread the importance of wellness, the methods for achieving it, and the knowledge about it to young people. I want to approach them not as some unattainable, glittering idol, but as a relatable role model who has experienced setbacks and confusion. With that in mind, I'm now focusing my energy on running a brand conscious of ethics and sustainability, and on giving talks.

I want to deliver fashion with love and purpose, eliminating all waste.

──What kind of brand is "PASCAL MARIE DESMARAIS"? Could you tell us about its characteristics and core values?

Marie: We operate with a focus on eliminating all waste in fashion, using truly excellent materials including organic cotton, and partnering with companies driven by love and purpose.
    
Specifically, we strive to eliminate excessive packaging and tags that get thrown away immediately after purchase. We also challenge ourselves to transform exhibition invitations—which often become unnecessarily lavish—into something simple yet meaningful. For the exhibition invitations, we're advancing an initiative where we pay fees to children in refugee camps to design them. This provides the children with income, skills, and literacy. We're actively working on various initiatives, hoping they'll lead to a future that connects beyond mere production and consumption.

We don't incorporate organic cotton simply because it seems good for the skin. We consciously choose organic cotton to change the "norm" of children working in cotton fields where massive amounts of pesticides are sprayed, and to protect the future.

Additionally, we run an upcycling project called "The LEFT OVER," which collects fabric scraps and thread remnants destined for disposal from various brand factories and transforms them into rugs.

When undertaking these activities, we make it a point to go to the location and meet people. We visit not only our partners' offices but also factories and farms, observing the actual sites firsthand. We only do business with partners we feel we can truly trust.

Changing the very mindset of young people to be sustainable from the roots!

──You run your brand very actively. I hear you also energetically organize events and give lectures. Do you notice any trends among young people through these events?

Marie: I think many young people are interested in sustainability and SDGs, but they're unsure what to actually do. When I ask, "What do you think you should do?" many respond with things like, "Pick up trash?" While that's certainly important, I tell them, "We're past that stage now. You need to broaden your perspective and cultivate a 'sustainable mindset'."

For example, I spoke with a girl who works at a surf shop. I told her, "If you sell even one or two pieces of organic cotton clothing from your shop, you can influence that customer to change their direction and buy fewer synthetic fiber products. Isn't that a very sustainable way to change the world?"

Then there are the Green Down Project recycling boxes, which I see a lot lately. The Green Down Project is a wonderful initiative from Japan that aims to stop live-plucking of geese by reusing down feathers. I think that just explaining this to customers and spreading the word contributes to the SDGs.

Look closely at what's around you and think about what you can do there. If you do that, you'll find there are many more things you can do than you might expect. I feel we need to communicate with young people that we must change our minds and our thinking itself to be sustainable, rather than just focusing on obvious measures like putting trash in the trash can.

──When communicating with young people, is there anything you consciously focus on? Your delivery, speaking style...? If you have any Marie-style communication techniques, please share them.

Marie: When communicating with young people, I try not to be too serious. Last year, I held about five events, all in venues like cafes or clubs. I brought in dancers, played music, and gave lectures on the fashion and messages of musicians like The Beatles, Kurt Cobain, and Kiyoshiro Imawano.

Within that, I emphasized: "Sustainable thinking is the punk of today!" Just as musicians of the past fought against the world's absurdities and injustices through their songs and messages, I try to convey that questioning the status quo, raising doubts, and taking action is what improves society and our lives.

When I say, "Sustainability is super punk, super cool!", the energy of the young people in the room instantly surges. Many come back later to report, "I started doing this!" or "I heard some bands are doing this kind of initiative!"

I think many kids associate sustainability or ethics with being "hipster-ish," so I try to keep it as casual as possible. I want to build excitement around it within the context of fashion, culture, and coolness.

Companies have a responsibility to continuously seek out good talent and nurture them for the future.

──Marié, who studied abroad and now visits factories and farms worldwide. Do you notice differences in SDG awareness between Japan and other countries?

Marie: In America and Europe, I don't think you hear the term "SDGs" that often. That's because sustainable thinking is already ingrained in their daily lives. You go to a meeting, say "Hi," and the next moment, it's just natural to start small talk like, "So, what kind of contributions have you been making lately?" It's almost like how young people might ask, "Who are you dating lately?" or "How's it going?" (laughs). That chit-chat can go on for 30 minutes or an hour before they finally get to the main topic.

The reason SDGs and sustainable thinking have become so ingrained here is probably because the government has pushed related initiatives with real enforcement power. For example, in New Zealand or Australia, the government often just says, "This is not allowed." That "strength" is what drives the awareness to stick.

In Japan's case, the lack of coercive force makes it harder for these ideas to take root. But on the other hand, there's an advantage to liberal values slowly permeating over time. It's not about doing things "because someone told you to." Instead, each company and each individual reexamines what's taken for granted, seeks the best approach, and as a result, these ideas take root as a quieter, deeper philosophy... Like the pieces on an Othello board shifting, I believe Japan will eventually change too.

──Looking toward that future, what should companies do? If there are initiatives companies can take or things they should be mindful of, please tell us.

Marie: Finding good people—that's the key, I believe. A sustainable society is built by people who have hope for the future, who enjoy their work and their lives. I firmly believe there's a world of difference between a T-shirt made half-heartedly while thinking "Ugh, this is such a chore," and one made with the conviction that it will enrich the life of whoever wears it.

That's why I want to keep searching for people who create with passion. Beyond hiring full-time employees, I want to find people who are striving with purpose in various forms – side jobs, contract work, freelancing – through different methods like recruiting project-based partners or reaching out via social media.

Motivating and nurturing young people is also crucial. I tell new hires: "It doesn't matter where you go in the future. I'm fine if you change jobs, start your own business, or get poached. But I'm determined to train you until people say, 'This person's skills are insane—where did they learn that?' I won't give up on you until we get there." I promise not to demand perfection and to let them go when the time comes. Delivering this message with conviction builds trust, and I find many of them grow tremendously afterward.

Seeing young people grow into capable professionals is truly rewarding. After all, it's the young who shape the future. I believe companies have a responsibility to nurture people.

TeamSDGs collaborates with various SDGs stakeholders to disseminate information about the SDGs and plan/develop solutions.

※See also Marie's article here:
Approaching SDGs Through Her Strength: "Fashion" ~ Marie, Representative of "PASCAL MARIE DESMARAIS"