“You hear a lot from the industry around sustainability like ‘we’re thinking about doing this or we’re working on it or we’re researching it or whatever.’ That’s a cop out, frankly.”—Brad Sheehan, CEO and designer of Velocio apparel. In a short documentary, bike apparel brand Velocio explains why the apparel industry is already way behind the 8-ball when it comes to sustainability (waste, primarily). Not planning to do, or considering, but actually doing. For Velocio, that means slowing down, making fewer products, using longer-lasting materials to combat fast fashion, shipping things at a slower, less carbon intensive pace. ADVERTISEMENTWe’ve long trumpeted the mantra: Own fewer, better things.