I will detail expressions of emotional labour by my par-ticipants –in the form of pro-social motivations, entrepreneurial risk,financial precarity and the navigation of ethical complexities, includinggender, race and class dynamics –before turning to the implicationsof this labour on changing fashion practises.

Social entrepreneurs are also considered to face increased businessrisk compared to traditional entrepreneurs;

SF entrepreneurs like Greenpants play a crucial role in the“unmaking of unsustainability”6 of fashion, yet they face a range ofchallenges in this quest

Among the reasons this may be so is that the simple future tense is more open-ended than the future perfect tense, the latter seeming to con­vey a sense of closure and a focus on specific events, which is unlike the sim­ple future tense in which anything is possible (Weick 1979, pp. 198-99). It is well to note that although Weick did not explicitly frame his argument in terms of metaphor, it is really another example of the past-as-metaphor-for- the-future idea developed in this chapter, albeit a more precise manifestation of it. The precision comes in Weick’s conclusion that some futures are more like the past, are more similar to it than others. In his argument, the future described in future perfect terms is more similar to the past than the future de­scribed in simple future terms.

To consider the future, it may help to treat it like the past, that is, as ifit had already happened. This is the premise Weick proposed in his discussion of fu­ture perfect thinking (1979, pp. 195-200). Future perfect thinking is a gram­matical prescription instructing managers and planners and all who consider the future to do so in the future perfect tense. Thus rather than the simple fu­ture tense as used in a statement like “We shall overcome,” the future perfect128Eternal Horizonstense would have us say, “We shall have overcome.” Alfred Schutz believed that the “planned act bears the temporal character of pastness' (Schutzs emphasis), be­cause the actor projects the act as completed and in the past, a paradox that places the act in both the past and the future at the same time, something the future perfect tense makes possible (1967, p. 61). These were insights that Weick both noted (1979, p. 198) and built upon to explain why future perfect thinking may make it easier to envision possible futures.

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