What's behind the fashionable slogan of sustainable fashion, and which brands can be considered sustainable? What eco-friendly materials do they use and how do they benefit from industrial technologies? Here's a look at brands that hold a special place in our hearts for their commitment to our planet.
Fashion is an industry that, along with the oil refining market, holds the highest place in the shameful ranking of industries polluting the environment. Sustainable fashion shapes multi-level thinking about the future – not only about the future of the climate and the planet itself, but also about the people who work in the industry, especially at the lower levels, in the production of fast fashion, most often carried out due to low labor costs, in Asia.
A major image crisis of many brands was associated with the collapse of a factory in Bangladesh (in 2013), where the labels of also Polish producers could be found among the ruins. This event triggered the first long-term consequences in the field of ethical fashion. Many brands then committed themselves to actions for sustainable development: both in terms of their impact on the environment and workers' rights and support for the families of workers who locally produce materials and other resources.
Do you want to buy clothes made of ecological materials, produced in a way that does not raise ethical concerns? Pay attention to these 5 brands (although of course there are more and more of them!), whose actions deserve special praise. Some of them, such as Veja and Adidas, are pioneers in the use of materials from alternative sources, obtained in a sustainable way.
Such innovations include, among others, shoe insoles (Veja) made of sugarcane, t-shirts made of eucalyptus pulp and powdered algae, puffer jackets filled with dried flowers or sneakers made of ocean plastic.
1. Ecological materials and balance according to Stella McCartney
What does the approach of the famous Beatles' daughter to sustainable fashion look like? The designer has been running her brand for over 20 years, not using natural leather, feathers or fur. This is one of the pillars of her DNA. McCartney is also a veteran in the field of using organic cotton – she has been doing this since 2008.
Over the years, the brand has started to present materials developed by its technologists, such as bio-acetate, used in sunglasses frames, synthetic, vegetarian leather Alter Nappa or vegan equivalent of silk (Bolt Threads' Microsilk™️).
Stella McCartney
Denim jacket
Stella McCartney
‘Chunky’ shoulder bag
Stella McCartney
‘Watercolour Floral’ one-piece swimsuit
Another interesting proposition of skin-like material of the brand is Bolt Thread's Mylo™️ obtained from mushrooms. This material is used to create bags that deceptively resemble those made of natural leather. In 2020, Stella McCartney also debuted with biodegradable denim Coreva™️, and her swimsuits are sewn from recycled nylon Aquafil Econyl® and elastane ROICA™️. There is no safer proposition of a high fashion brand, which at the same time would have such deep, vegan roots. By deciding to purchase anything from Stella, you are guaranteed to care for the earth.
Nanushka is based locally in Budapest and is building its brand in this locality. An innovative approach to materials, the search for innovations and the art of traditional tailoring attached to individuality and care for workers – this is what distinguishes it. The brand's designers work on Nanushka collections in the same place as the constructors and pattern makers.
Thanks to gathering everyone in one place, the brand's stylish and functional clothes are created with attention to detail and according to impeccable craftsmanship. The path from design to pattern execution is shortened to a minimum, thus eliminating transportation problems. Most of the brand's factories are located a short distance from the company's headquarters - in Hungary or Serbia.
The brand provides orders and development to local owners and workers. In addition, to "sweeten" the work, local farmers come to the atelier every day with a supply of fresh vegetables and fruits.
Nanushka
‘Naiya’ handbag
Nanushka
Jumpsuit with short sleeves
Nanushka
Short sleeve dress
3. Sustainable fashion by Rag & Bone
Rag & Bone is a brand whose flagship product is denim. Denim production, in connection with fabric dyeing, consumes a lot of water. For this reason, this “jeans” brand decided to distinguish itself by recycling fabrics and joining the Blue Jeans Go Green program.
Rag & Bone
High-rise jeans
Rag & Bone
Long-sleeved dress
Rag & Bone
Pleated skirt
Since 2017, customers have been able to bring jeans of any brand to the brand's boutiques, which will be reused. By bringing old jeans, they get a 20% discount on a new pair. The Blue Jeans Go Green program has been committed to sustainable fashion and denim recycling since its inception in 2006. Part of the recycled jeans are donated to the Habitat For Humanity organization. Denim fibers are used during house construction as a thermal insulation element of buildings.
4. Punk soul of Vivienne Westwood
It was obvious that 79-year-old Vivienne is engaged in activities for the Earth. The designer started doing this over 10 years ago, when climate was not talked about as much as it is now.
Vivienne Westwood
Printed T-shirt
Vivienne Westwood
Oversize dress
Vivienne Westwood
Long-sleeve top
If you don't mind that the brand uses natural leather, Vivienne Westwood is for you. The brand uses leather from animals obtained in a sustainable way from the Maasai tribes in Kenya.
Her Handmade with Love bag collection helped support thousands of people living in extreme poverty. The unisex collection, which includes bags, backpacks and drawstring bags, was created from recycled materials found in Kibera, the largest slum area in Nairobi.
Vivienne Westwood
Checked trousers
Vivienne Westwood
Shopper bag
In collaboration with the United Nations and the World Trade Organization, Vivienne Westwood is developing ethical fashion in Nairobi, giving residents the opportunity for a steady income and learning a craft.
The Vivienne Westwood range includes stylish leather shoppers made from leather obtained by the Masai. The full-grain leather is not processed, making it stronger and more durable. It also gains an individual character and ages in a unique way.
In addition, the designer is involved in petitions and climate demonstrations, as well as conducting a series of actions to raise awareness about the environment. However, she does not give boring lectures. Everything happens "in practice", among people, in her own, artistic, punk way. That's why the brand still attracts young people.
5. Veja - favorite sneakers of the royal family
White Veja sneakers can often be spotted on the feet of Meghan Markle and Kate Middleton. However, these French brand shoes are not only stylish but also sustainable. The brand uses ecological materials such as organic cotton or rice waste. However, the footwear is not vegan - it is made of natural leather.
The brand's owners, Sébastien Kopp and François-Ghislain Morillion, want to help protect the environment, sourcing materials and using the services of local craftsmen in Brazil. Veja, honoring the principle of transparency, is happy to answer questions about the origin of individual raw materials. The team spends a lot of time in the field, checking working conditions and making sure that there is no child labor or discrimination.
The brand also attaches great importance to production. Individual elements of shoes, e.g. insoles, patches, soles or uppers in the Esplar model are made of rice waste, wear-resistant recycled materials, sugar cane, organic cotton (and of course leather). The Esplar model is named after the Brazilian non-governmental organization with which the brand has been cooperating since 2005. ESPLAR (Escritório de Planejamento e Assessoria Rural) supports organic and family farming in the Nordeste region (in northeastern Brazil).
Veja
‘Nova-HT’ high-top sneakers
Veja
‘Rio Branco’ sneakers
Veja
‘Esplar’ sneakers
Do you want to support ethical fashion?
You don't have to know about the latest materials made of mushrooms or pineapples. When shopping (and browsing your wardrobe) pay attention to standard, most popular materials. Eco-friendly fibers are simple in structure. Generally, apart from technologically advanced fabrics, they include:
wool,
silk,
linen,
hemp,
organic cotton,
bamboo,
viscose, produced from cellulose.
Making them requires less water than for polyester or nylon. Additionally, they do not contain pesticides or microplastics, which, when you get bored with your clothes, will most likely end up in the sea or in the soil. Don't throw away clothes - put them back into circulation. Sell what you no longer wear or give it to someone you love. The person you present will definitely appreciate a branded, high-quality garment.
