FUNDAMENTALLY is a marketplace that seeks to promote an ethical economy and reduce the environmental footprint of its users. We work to maximize the opportunities to achieve a positive impact through a community of conscious producers and consumers.
You may say we are dreaming… but we are not the only ones.
Some will say that we are idealists, and perhaps we are, but “you cannot create something new without imagining it first” (Rutger Bregman). From this premise, FUNDAMENTALLY was born, from imagining seas without garbage, regenerated forests and jungles, green cities, and social justice. Thus, it is possible to create better realities. We see the evolution of ethical and circular economic models as a tool for transformation.
We celebrate those challenging the status quo by rethinking conventional business models to reinvent them and achieve sustainable goals; we join their cause. Our goal is to enhance this efforts by creating a community of responsible production and consumption.
ABOUT THE FOUNDER
“As a documentary photographer, I am fascinated by the majesty of the planet and by the diversity and beauty of it’s people. I am moved by our ability to create fantastic art, architecture, fashion, and technological masterpieces. But, sadly, I have also seen the consequences of indifference, social injustice, pollution, and the overexploitation of natural and human resources…
…through FUNDAMENTALLY, I seek to be part of the construction of a better feature by supporting a better economic model with a positive impact that helps minimize fashion’s environmental footprint..” -Diana Hernandez. Founder IG@intro.visions_
“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” -Buckminster Fuller
We like to dream big… and we want to change the world
We have started by joining the fashion transformation movement. Clothing is more than protection for the body, it is a projection of our being. It is a form of collective communication; The history of mankind has been written on textiles.
We love Fashion, but as many of us know, this industry has a social and environmental impact that is causing an imbalance in our ecosystems: pollution and over-exploitation of natural and humans resources. However, the fault does not fall on Fashion per se, but on the economic model with which it operates and many other industries. It is time to transform it!
With this in mind, we seek to strengthen the ethical and low environmental impact movement. We created an ethical Fashion and lifestyle Marketplace that brings together the best and most varied alternatives of superior quality products, responsibly made. We connect conscious producers and consumers, promoting philanthropy. Within a digital space, under the concept of curation and design, we incorporate three components that we consider essential to have a far-reaching positive impact: Ethical Fashion, Circular Economy and Positive Causes.
