Just recently during one of our team meetings. The 18th birthday of our Creative Director’s daughter is coming up. Everyone has an opinion on what would be the perfect present. We think about what we asked for (and probably did not get) back then, when we turned 18. Some things, like helping to pay for the Europe trip, are just not an option in COVID times. We also do not like the idea of boosting consumption by giving away a watch, leather jacket, or a purse. What now?

Mom’s amazing, unique, and incredibly cool red and white Cowboy boots. Cleaned, polished and decorated with a large ribbon they were handed over to the next generation – meaning: the daughter. And she just loved it.

I think that was a brilliant idea. We all have real treasures in our closets, that are wonderful and rare, and long-lived, which makes it indispensable to pass them on. It does not have to be something as valuable as jewelry. For example, I love my dad’s grey turtleneck sweater. And for years, I tiptoed around my mom’s old shabby midwife bag. Until I had finally persuaded her (the mom) and found the beauty (the bag) under the Christmas tree.

Passing things on is wonderful. And yes, also sustainable. It is a special way of showing appreciation. For the person you are giving something to. For the “thing” you are passing on. And as a beautiful side effect: It brings joy. Not only to daughters (and sons).