Shop Talk • Red

Shop Talk • Red

December 22, 2017

Hey Guys,

I Love this time of year. Xmas to me is just kinda fun, because its like everyone is prepping for the party to end the year. Everyone is all focused on their lives, then suddenly comes Xmas, and everyone turns their heads in the same direction, which is essentially toward Celebration.We Catch up with Friends, Family and Loved ones who we may not have seen as much as we would have liked during the year. It signals a time to regroup, celebrate the year passed, and start making intentions for our year to come.

In the spirit of the season, i would like to send lots of Love and blessings to all our readers, all our lovely alt Customers, Online and in store and to all the Amazing people who have worked with us and supported us in this beginning of Alt Finery.

My gift to you is sharing with you an exploration of one of my favourite things, that seems to pop up a lot in this season. The colour RED.

I Love well as Black( which is technically not a colour...according to colour theory...its a shade!....Yeah! Fact checking Queen!) Looking over my wardrobe choices of the year, Red is the stand out colour. Mainly Red Dresses from Alt.

 The colour Red is linked to some of our most primitive physical, emotional and financial needs of survival and Self preservation.

Our ancestors saw it as the colour of Blood and Fire. Two very potent life forces, both purifying and destructive. 

Spiritually or Physically ( however you want to look at it.) Red is associated with 1st Chakra, the root Chakra, which is at the base of the spine. Once again coming back to Grounding and Survival. It symbolises energy, action, confidence, courage and change. Red is said to bring passion and strength to your relationships, your life and your work, and offer grounding and protection.

Other meanings associated with Red are love, desire, longing, lust, sexuality, sensitivity, romance, joy, leadership, courage, vigour, willpower, rage, anger, danger, malice, wrath, stress, vibrance, radiance and determination.

From passionate intense love to anger and violence, representing both Cupid and the Devil, or the dualities of the human condition...both light and dark.

Scientific studies show that the colour Red can create physical effects in human subjects such as elevated blood pressure, enhanced libido, increased respatory rates, inhansed  metabolism, increased energy and enthusiasm. 

This reaction from humans is the reason why Red is also used in stop signs, danger signs and Fire Trucks. It focuses attention and gets people to make quick decisions.

As for Reds association with Xmas, it comes from Western/Northern European Tradition of Yule, A pagan festival during Winter Solstice where festivals and feasting would celebrate the hunt. Evergreen plants such as Holy with its bright shiny leaves and red berries were used to decorate and brighten up building interiors during the festival. Apples were also tied to Pine Trees as Decorations, and essentially the first Xmas tree. 

Ive heard the myth that Coke invented Santa and the whole Red and White Xmas Tradition thru an advertising campaign in 1951. " Oh, Thanks Coke for giving us Xmas!" What a load of Rubbish!!!  Humans had a history before Capitalism. All our best Myths, Archetypes and Celebrations run a lot deeper, and have nothing to do with our buying habits or Capitalism.

My wish for everyone is not to lose sight of that fact over this season. 

Celebrate, Feast, Enjoy each others company, and look out for your fellow travellers who may not have Family and Friends around at Xmas time. Invite them to your Celebration.

There are Carols By Candlelight at The Hepburn Bowl Tonight...Lots of fun for young and Old, Picnics, the Daylesford Brass Band are playing. Please feel free to come down and get some of that Xmas Spirit!

Ok Guys...Have a really Merry Xmas from Me and from Alt.

We hope to catch up with you in the New Year.

Lots of Love

Sam xxxx








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