Introduction
I can recall the day when I learned to change my attitude in the way I shop clothes. When I was in my closet five years ago with my inexpensive fast fashion items that I had worn at most two times, I was truly ashamed. Still some items had their tags floating. Others were already pilling with one wash. That wake-up call led me into a rabbit hole of ethical fashion brands research, and, frankly speaking, it has not only changed my wardrobe but my overall attitude towards clothes.
The Real Question of a Fashion Brand Being Sustainable.
Let's get real for a moment. Sustainable is a word used so carelessly in these days that the word itself has become meaningless. All brands are now purporting to be environmentally friendly, whereas the truth is much more subtle.
A real sustainable fashion brand will take into consideration several aspects at once. They take into account the source of materials, production, carbon footprint, packaging, delivery approach, and disposition of the garment at the end of its life. A brand that exploits workers by giving them the poverty salary, but uses organic cotton is unsustainable- it is greenwashing with prettier marketing.
During my research and even when buying products of these companies, I have learned to realize that I should go beyond what I see on the surface. Actual sustainability entails transparency. The brands are supposed to frankly disclose their supply chain, factory sites, and treatment policies of workers. When they are concealing these facts, it is a big warning.
The Best Sustainable Fashion Brands to Your Money.
Patagonia: The Leader Who Walks the Talk.
Patagonia is not only selling outdoor clothes, but they indeed are attempting to transform the industry. Their Worn Wear program is aimed at persuading customers to repair used products and resell them instead of purchasing new products. I have personally posted a jacket which was in a bad shape and got it back in a very beautiful condition. A company that will actively discourage you against making unnecessary purchases is one that is ready to commit.
Eileen Fisher: Ageless Design Meets responsibility.
Eileen Fisher has been secretly transforming the sustainable women clothes over the decades. Their Renew programme retrieves old clothes and resells, remakes or recycles them. Admittedly, the items are expensive, yet I have had the same Eileen Fisher cardigan seven years ago, and it never looks as though it was not well maintained.
Reformation: Sustainability Chic.
Reformation demonstrates that style does not mean compromising style due to being eco-conscious. They also release quarterly sustainability reports that contain real data and not empty threats. Their RefScale follows the environmental footprint of every garment, which lets customers know precisely how much water, CO2 and waste is used to make their garments.
Pact: Affordable Organic Basics.
Not all can afford to spend hundreds of money on sustainable items and that is where Pact comes in to play a vital role. Their organic cotton basics are not expensive and surprisingly of good quality. I have been wearing their t-shirts in the last three years and they have served me very well in terms of numerous washes.
Stella McCartney: No Leather Luxury.
Stella McCartney demonstrated that high fashion is not necessarily connected with animal products. The price range is quite high; however, the innovations of the brand in sustainable luxury materials have affected the whole industry. Since its launch in 2001, they have never used leather or fur.
The Unspoken Problems of Sustainable Fashion.
Here is something that the slick advertising campaigns will not tell you, and it is that there is no fashion brand that is completely sustainable. Production is in itself an activity that has environmental impact. Transportation burns fuel. Even organic materials need resources to develop and process.
I have also struggled with this fact. In other cases the most eco-friendly option is to just not buy anything, or purchase used. Other online brands such as ThredUp, Poshmark, and local thrift stores tend to offer superior environmental results to buying new sustainable products.
Another actual barrier is price. The cost of the sustainable fashion is usually higher due to high costs of ethical production. Reasonable salaries, quality materials and environmental friendly processes are cumulative. The price of a t-shirt of a fast fashion store looks nice when you pay 15 dollars but you start to think about who was the one who paid the price and who was the one who paid it.
How to Spot Greenwashing
I have been duped on several occasions and now have a proper degree of skepticism on sustainability claims. Be cautious of such empty words as eco-friendly, conscious, or green without further details. Authentic sustainable fashion companies will present factual information regarding what they do.
Seek third-party certifications such as GOTS (Global Organic Textile Standard), Fair Trade Certified, B Corp or OEKO-TEX. Such external audits are more important than self-promoting sustainability.
Another one is the overall business model of the brand. A company that publishes 52 micro-seasons a year can never be sustainable, no matter how they are made. What is really meant by sustainability is not necessarily creating differently, it is creating less.
Creating a Sustainable Wardrobe in Practice.
Shifting to sustainable fashion does not mean discarding your existing wardrobe and buying new one which is incredibly wasteful and contradictory. Rather use the buy less, choose well philosophy.
Entrepreneurs should replace worn-out items carefully. Research brands beforehand. Look at the cost-per-wear and not at the sticker price. A jacket that costs 200 and is used 500 times means that it is cheaper to wear than a jacket that costs 30 and is used 10 times before it deteriorates.
The Future Looks Promising
There is serious momentum to the sustainable fashion movement. Large retailers are under pressure to transform. Recycling textiles, biodegradable textiles and circular fashion models are gaining pace. Non-ownership is becoming normalized through the rental services such as Rent the Runway.
The young consumers are becoming more interested in sustainability in their buying choices. This change of generation is compelling even the reluctant brands to change to stay relevant.
Final Thoughts
Sustainable fashion is not about perfection, but an increment. Each deliberate buying action brings change to the industry. Keep it simple and begin to do what you can with what you have and it is usually the garment you already have and it is the most sustainable.
Frequently Asked Questions
Are green fashion retailers more costly?
In most cases yes, as ethical production is more expensive. Good quality however implies long life of the garments which can be more advantageous in the long term.
What can I do to ensure whether a brand is sustainable or not?
Get third party certifications, a transparent supply chain and particular data instead of general statements. Other research, other than marketing materials.
How can shopping clothes be the most sustainable?
Second hand buying is considered to be the most environmentally friendly, then buying quality sustainable items that you will wear over the years.
Is fast fashion anything close to sustainable?
Sustainability principles are in conflict with the business model. Nevertheless, there are those fast fashion brands that are gradually improving.
What are the certifications that I should seek?
GOTS, Fair Trade Certified, B Corp, OEKO-Tex and Bluesign are certified by third parties that can be trusted to be true in terms of sustainability.
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