I guess we all know by now that the fashion industry is not the most sustainable one. According to some documentaries I have watched and articles I read, the fashion industry is the second largest polluter. The crazy amount of water consumption, the carbon footprint and not to talk about the waste that the industry creates leads to a huge negative impact on our environment.
I guess now it’s just easier to ignore these facts, as most of the factories are neither in Europe or US, but that doesn’t make the issue unreal, the problem is still there even though it is not in your neighbourhood.
Fast Fashion is one of the factors that contribute the most to this issue, but fortunately, there are brands out there that try hard to make a difference.
Based on various studies, the constant desire for new clothes is something hard to change, that’s why I am happy that some brands try to change their strategy. Instead of relying on the consumer’s ethical choice and behaviour, the brands decided to invest in new technologies and business models that would reduce the impact on the environment.
The brands that I would like to share with you today, are working to reduce the footprint by investing in new dyeing technologies to diminish the water consumption, better and more sustainable quality fibres to increase the lifespan of the items and finding ways on how to recycle the products that they sell.
4 sustainable fashion brands you should know:
I personally love this brand because it represents my style and on top of it is sustainable!
How hard is that to find, right?
Here are some actions that Reformation takes to be sustainable that I admire:
- They make their sustainable report public since 2016, as they believe that a company should not just be accountable for their profit.
- The brand not only focuses on reducing the footprint of manufacturing but they also invest in different programs that replace some of the resources they have spent, Native Energy and Bonneville Environmental Foundation are their partners.
- They are working with Climate Neutral to prove that they are 100% carbon-neutral.
- Most of their factories are based in Los Angeles so that they can make sure that their employees are working under good conditions and they collaborate with factories from other countries just if they share a common vision of sustainability.
- On their website, you can see the environmental footprint of each product by checking their RefScale.
The one thing that I admire the most is their transparency and creative thinking to find solutions to the problem that the industry is facing.
Everlane it’s a perfect brand no matter your age, they have a classic style, I would even say some of their collations are leading towards minimalism, which is always a good sustainable choice. Here are some of their sustainable actions that I think make a big difference:
- They spend months trying to find the right factories to collaborate with, they are very involved with how people in those factories are treated and keep personal relationships with owners.
- Everlane is not focused on trends but on producing quality minimalist pieces that you can wear for years to come.
- Just like Reformation, Everlane also is a big fan of transparency. They think that it is important for the customers to know the impact that the product they buy had on the environment.
- Materials are something that Everlane takes very serious, they work very closely with their partners to reduce waste, chemicals and plastics. They also prioritize natural fabrics and invest in new fabric innovation to reduce their footprint.
- One of the actions that I personally love, is that they want to reduce virgin plastic from their supply 100% by 2021, isn’t that great?
Mud Jeans are the most sustainable jeans company I know about. They made it all happen, they made a new business model and also invested in new technologies to make a big difference in the fashion industry.
- The industry standards to produce a pair of jeans are 7000 litres, MUD Jeans was able to reduce to 577 litresper pair.
- Apart from reducing the water consumption they also implemented water recycling plants and innovative washing techniques to make sure that they don’t pollute the water.
- MUD jeans just like Reformation are carbon neutral.
- They were able to recycle 20.000 jeans, they were able to do this by taking-back the jeans and sending them to their recycle factory in Spain and transforming them into new jeans.
- In 2013, MUD Jeans launched the pioneering lease system. Now every time you are bored with your jeans you can give it back and get a new one. I love this business model because it is a great fit for people that like having new items in their wardrobe for a short time but still being sustainable. This couldn’t be any greater!
- A big plus is that repairs are provided for free.
Ninety Percent is a great example of a successful altruism brand. They share 90% of their profit to various charitable causes that you can vote for.
Here are some of the sustainable actions they are taking:
- Just like Everlane, they are also more minimalism style, they believe that the pieces that you buy from them should last you many years and that trend should not affect that.
- Because they want to provide quality to you they chose very carefully their fabrics. Ninety Percent works with planet-friendly fabrics and puts into action the best practice working environment in their supply chain.
- Their focus areas include organic and sustainable fabrics, transparency, animal welfare, water and emission reduction, garment longevity and circularity.
These are some of the brands out there that from my point of view are really stepping up and doing the best they can to provide a better and more ethical product for the consumer and reducing the negative impact on the environment.
If you want to find out more on how to be more sustainable with your purchases checkout the article on sustainability in fashion.
Please share with me in the comments which are your favorite sustainable brand.