Discover the meaning behind the name 'ENVY2020' - starting with how envy, when combined with the right reasoning, becomes a powerful force for environmentalism - and followed by a few reasons for adding 2020 at the end... (Reading time: 5-10 mins)
ENVY
Many religions, philosophies, and ideologies classify envy as a dangerous emotion, and those who feel it are generally frowned upon. Yet, what most do not acknowledge is that envy has two sides: 1) negative or “malicious envy,” and 2) positive or “benign envy.” At ENVY2020®, we choose to focus on the latter and show how envy can be a powerful force of good for people and planet.
The typical definition of envy is “a desire to have a quality, possession, or other desirable thing belonging to someone else.” At first sight, this might seem to describe a common, almost natural feeling, seemingly incapable of bringing harm. It does become a negative emotion, however, when it culminates into contemptuous thinking or harmful action. This includes (thinking about) actions intended to take, minimize, or destroy those things or attributes belonging to someone else. Psychologists call this ‘malicious envy,’ and it has been the primary definition of envy for much of human history.
Bertrand Russell said that this type of envy was one of the most potent causes of unhappiness. This is also how envy is commonly interpreted in religion. For Christians, it is one of the seven deadly sins; for Muslims, envy (ḥasad حسد in Arabic) is an impurity of the heart and can destroy one's good deeds. In Buddhism, Hinduism, and Judaism, envy is furthermore denounced. Upon further examination, however, many of these teachings also hint at alternative, more constructive interpretations.
While acknowledging the existence of malicious envy and its dangers is necessary, the emphasis has been there for far too long. At ENVY2020®, we choose to focus on positive envy and highlight all the benefits it can bring us — not only as human beings, but (especially) as inhabitants of Planet Earth.
To understand this, we must first reflect on our own habits. Ask yourself, for example, how many times you’ve wished it was you in the driver’s seat of that rare or luxury car driving by, or how often you’ve looked at the lifestyles of world leaders and celebrities and thought, “Why these people and not me?”. For an environmentally conscious person, someone else’s lush garden filled with native plants, buzzing bees, and fresh vegetables would be a more fitting particular source of envy. Similarly, another’s low-waste, all-electric, sustainable lifestyle can result in jealous feelings — and actions that accompany those feelings.
Our point, which by now you might have started to guess, is that it’s not the feeling itself, but the source of our envy — and how it moves us — that really matters. We believe that envy does not have to stem from resentment, but from inspiration. It is — or at least always should be — a recognition of something admirable, followed by the motivation to adopt similar values and actions. It does not have to take anything from others. Positive, or benign, envy in this sense becomes a catalyst for self-improvement, learning, and collective progress. The difference lies in what we choose to envy — and what we choose to do with it.
In the first examples we gave above, what often arises after the initial feeling is an urge to earn more money to buy a “better” car, which is then replaced by an even “better” one, and so on. You can replace the car with any other coveted object — the dynamic remains the same. Similarly, envy toward celebrities or public figures tends to fuel the pursuit of more followers, more views, or more money in the bank. In other words, this type of inspiration benefits no one but the individual involved and often leads to alienation from one’s community or environment. On the environmentally friendly side, however, envy is more likely to inspire the creation of lush gardens, walkable cities, shared green spaces, and low-impact lifestyles. In that case, envy becomes a driving force behind actions that serve not just the self, but others too. On this side, the grass is literally greener — because we’re regularly motivated to keep watering it.
This type of thinking is particularly needed in the fashion industry. We believe people deserve to buy things with their well-earned money that they believe are good for them — even if they’ve been influenced by a celebrity, a friend, or an ad. For environmentally conscious individuals, however, few products on the market truly align with their values. This creates a difficult choice: feel envious of others for having what you refuse to buy, or give in to social pressure and spend your money where your ethics tell you not to.
That tension is exactly what we aim to resolve — by providing an outlet for sustainable (eco-friendly and ethical) consumption that still allows room for personal expression, style, and inspiration. We channel the feeling of envy not toward consumption for the sake of fashion or following trends, but toward consumption that nurishes a lifestyle in line with one’s values, specifically environmental ones.
2020
To fully explain our name, we mustn't forget the significance of the number 2020. These digits aren’t just a timestamp — they reflect our identity and intentions as a brand.
#1. We launched in the year 2020.
The year the world paused and reflected. For many, 2020 was a wake-up call — one that showed just how interconnected, vulnerable, and precious life on Earth truly is. It was the beginning of ENVY2020, too.
#2. We donate 20% of all sales.
From the start, we made it part of our business model to give back. We commit 20% of our revenue to support nature restoration, environmental justice, and conservation initiatives. The number 20 stands for more than a percentage — it's a promise.
#3. We have 20/20 vision.
Clear vision, in every sense of the word. We see the problems. We see the possibilities. And we see a future that is greener, fairer, and more beautiful - as long as we’re bold enough to pursue it.