[ Meaning ]
Act Natural [to act, or rather BE] as one’s nature intends it.
Inspired by nature, but raised by the city Act Natural was born from one mans drive to change the fashion industry.
Alarming numbers of tiny fibres from synthetic clothing such as polyester, are making their way from our washing machines at home, into the sea, adding to the devastating damage of plastic in our oceans. The techniques used to create synthetic fibres, as well as chemical fertilisers and pesticides used to grow cheap cotton, have massive impacts on the environment, and the health of local farmers helping to cultivate the crop.
The fashion industry is the second largest polluting industry in the world, after oil and coal. It exploits communities, destroys the environment and is in desperate need of change.
The Act Natural Movement is that change.