CATiD LLC is a business initiative to shift passive consumerism to responsible global citizenship in the fashion industry. As a brand committed to being "Cool And Thoughtful" in every aspect of the production and consumption of fashion, CATiD is grounded in three key inquiries:

  1. What does it mean to be "Cool And Thoughtful" in the fashion industry when "cool" is understood as being generous, empathetic, and standing for social balance, rather than being narcissistic or passively rebellious, as it is commonly known?  
  2. What would a smaller scale economy, characterized by a modest ecological footprint, accountability in business practices, and meaningful interpersonal relationships, look like in the fashion industry? 
  3. How might a quadruple bottom line of "People, Planet, Profit, Principle" manifest in the fashion industry? 

Between 2013 - 2015 CATiD wove a tapestry of interviews, essays, articles, events, and projects in response to these questions, comprising a preliminary set of answers. In this way, CATiD serves as a micro example of an alternative paradigm of economic growth, urging a departure away from the "conventional wisdom" that "More is Better." Though this work, CATiD also passionately suggests that principles such as integrity serve as the foundation for reinterpreting how we gauge social wellbeing. 

In November 2015, CATiD retired in service of COOL AND THOUGHTFUL. This new project transcends the boundaries of the fashion industry with the intention of sparking a broader and more general shift in social values, from individualism to empathy, across a range of industries.

To learn more about CATiD, visit www.catid.net.