“Have we gone crazy? How is it that the constant exploitation of each other could be considered a positive gain?” This is just one of the questions posed by Alice Jones and Louise Visser from eco, fair trade fashion label Sinerji in their recent TEDx talk in Noosa. Challenging assumptions about the driving pillars of the common ‘profit and loss’ business model, they attempt to redefine notions of expenses and success by taking the normally-invisible cost of people and planet into consideration. With the recent string of Bangladeshi textile factory disasters only strengthening their resolve that a fairer fashion industry can and must be achieved, the women discuss their choices, their challenges and ultimately the real ‘positive gains’ of a more holistic approach to business.