When it comes to fashion, sustainability is always a sensitive issue. What makes a brand truly sustainable is poorly defined, and brands often participate in “greenwashing,” which is deliberately designed to mislead consumers into believing that products are more sustainable than they actually are.
Instead of us To focus on sustainability, let’s take a look at some brands that see responsibility as part of their ethos. In honor of Earth Day, it is important to make good shopping choices and to examine the values of the brands we give our money to. Is the supply chain ethical? How does the dyeing process affect the environment? The questions are endless, but many brands are now offering large chunks of their websites to demonstrate their transparency from supply chain to retail.
We have rounded up some responsible brands to consider when shopping, and we encourage you to: Engage with other sustainable options such as vintage shopping, renting and borrowing clothes.
The Scandinavian label Baum Und Pferdgarten is celebrating Earth Day and has created a capsule collection made from recycled and organic pieces to support the NGO Green Transition Denmark, which is part of the larger Clean Air Europe. Each piece is made from 100% GOTS certified cotton and recycled polyester.
In addition to the collection, the label has an extensive section on its website about the important work it is doing and promises it will achieve before 2024. The label works continuously to become more responsible and to use as few resources as possible and continues to set goals to do better.
An exciting name in sustainable fashion, PANGAIA worked with an in-depth team to research the science behind its products and create new materials like sneakers made from grape leather and t-shirts made from seaweed fiber. “We go beyond sustainable fabrics and only use sustainable or responsible embellishments, labels, threads, zippers and packaging. However, some of our materials – such as recycled polyester and our TIPA packaging – are sustainable but cannot be called 100% natural due to their origin (in this case, plastic and clothing waste). So it’s a difficult balance between reusing and ignoring waste and opting for virgin natural materials, ”explains the label.
Currently, PANGAIA also has a pop-up in London’s luxury retail store Selfridges, where it shows the science behind its products and invites you to be part of that experience. Selfridges has also worked to become more responsible through its Project Earth program, which explores exciting design innovations, retail concepts and new ideas in the area of sustainability.
Stella McCartney has been a voice in sustainable ways since the launch of her brand. For Earth Day, the label is launching a capsule collection to support Greenpeace’s campaign to curb deforestation in the Amazon, fueled by industrial agriculture and meat production. The capsule celebrates the 20th anniversary of Stella and the 50th anniversary of Greenpeace. Stella McCartney will make a donation to Greenpeace through the Stella McCartney Cares Foundation.
The capsule underlines our common commitment to protecting the planet and the animal world and is celebrating our 20th anniversary and the 50th anniversary of Greenpeace, which we are both celebrating this year. Further information on the initiative can be found here.
The Swedish label ATP Atelier was awarded the Butterfly Mark by Positive Luxury and, together with Cecilie Bahnsen, is one of the first Scandinavian brands to receive the award.
ATP Atelier makes luxury shoes and accessories, using leather with the least possible impact on the planet. It sources 70% of its leather from suppliers who are certified by the Leather Working Group and use a plant-based tanning process. 100% of the hides come from the EU, and 100% of the suppliers also use closed water systems. The brand is now taking pre-orders for its Fall / Winter 2021 collection.
Story MFG has quickly become one of the biggest names in positive fashion. The UK-based brand is run by the married couple Saeed and Katy Al-Rubeyi and uses only natural and organic dyes in their products, with an « artisanal approach ». The MFG story manifesto. The website says: “We believe that fashion can be a form of social activism and that STORY mfg. can help create a more positive future. “Read the whole thing here and buy the brand online or at select retailers like Browns and HBX.
With its new Instagram account GANNI Labs, the Copenhagen-based label GANNI wants to make its practices transparent and “become a more responsible version of ourselves”. On the page, every element is in where and how it was manufactured and by whom, and GANNI also has an area of responsibility on its website. While the brand does not define itself as a sustainable brand, the label strives to do good and continue to make changes that have no impact on the planet.
Emily Bode is currently one of the most sought-after designers, often worn by Harry Styles and Leon Bridges, and has built her brand on garments made from vintage textiles. By making unique pieces from economical fabric, she has earned a spot on the shortlist of the LVMH award. As her brand continues to grow, she has built her own network of textile experts, mills and fabric suppliers who meet the standard of sustainability that she considers BODE to be.
Related title :
– Stella McCartney supports Greenpeace to stop the deforestation of Amazon
– Earth Day: Stella McCartney starts collection with Greenpeace- and Environmental Speaker Series
– Here are 7 more sustainable and responsible brands to look out for when shopping should