Sustainability is an indispensable aspect considering all the effects of our fast fashion’s perfunctory movements over the decades. Without even knowing the environmental impacts of fast fashion, the mass people celebrated it and took it gracefully into their lifestyles. But the impacts of it came at a cost; became obvious with evidence of environmental and health degradation backed by plethora of studies and researches.
According to Business Insider, the fashion industry emits more carbon than international flights and maritime shipping combined! It produces 10% of all humanity’s carbon emissions, is the second-largest consumer of the world’s water supply, and pollutes the oceans with microplastics. So, the movement for sustainability is now a must to save our only habitation- the earth.
Now we will talk about such 5 clothing brands that have emerged and dedicated themselves to ethical and sustainable practices for a greener world and a better future!
Since 1985, Patagonia, a US company, has pledged 1% of sales to the preservation and restoration of the natural environment. It is one of the earliest defenders of environmental ethics in the activewear fashion industry, and one of the first adopters of using recycled materials and switching to organic cotton.
This company which is mainly celebrated for its fair trade outdoor clothing is expanding its commitment to labor ethics as well by working with Fair Trade Certified factories in India, Sri Lanka, and Los Angeles.
This company sells women’s and men’s outdoor apparel, swimwear, activewear, etc. Their alliance for business called ‘1% for the Planet’ focuses on the necessity of protecting the natural environment. By contributing 1% of total annual sales to grassroots environmental groups, members of 1% for the Planet are trying to affect real change. The brand’s tagline is- ‘We are in business to save our home planet.’
Pact, based in Colorado, USA, is pretty obsessed with making clothes that make the world a better place. The Fair Trade Certified, organic cotton, B Corp goes to great lengths to make sure their entire supply chain, from the growing and harvesting of the organic cotton to the final sewing and all the processes in between, are as clean and responsible as possible.
The company is well known for its fair-trade organic cotton basics. They produce women’s, men’s and children’s basics and activewear. The brand claims that their tees, dresses, and underwear are 100 percent cotton. ‘The non-GMO cotton is great for you and the farmers growing it’- they say. The company’s motto is- ‘Those who make are equal to those who wear’. They also claim that they are building the world’s first guilt-free fashion brand.
Reformation, based in California, USA, offers on-trend pieces that will still be stylish well after the season is over for the sustainable fashionista. Thus it is promoting slow fashion. This brand uses sustainable fabrics, purchases carbon offsets and pays living wages. They mostly use TENCEL ™, X REFIBRA™, Viscose, TENCEL™ Modal, Linen, Recycled cotton, Organic cotton, etc. fibers.
Reformation’s activities for sustainable production are extensively explained on their website. They also embed a description of each item’s environmental footprint. Their core focus is on on-trend eco-friendly clothing and their products range from women’s apparel, outwear to bridal clothing. Their bold and unabashed tagline is- ‘Being naked is the number one most sustainable option, we are number two.’
For ‘radical transparency’ in everything from pricing to using innovative materials, Everlane, an American clothing retailer, has become a popular choice. This brand spends months hunting for the best ethical factories around the world. Then they build strong personal relationships with factory owners to ensure their factory’s integrity and to maintain ethical production practices at every step of the process.
They believe customers have the right to know what their products cost to make and where they were manufactured. They reveal their true costs and share the factory and production stories behind each piece of clothing. They produce women’s apparel, men’s apparel, accessories and shoes. They are celebrated for their affordable ethical clothing line.
Alternative Apparel, a certified Green Business based in Georgia, USA, is an ethical and sustainable brand. This brand adopts principles, policies and practices that improve the quality of life for their customers, employees, communities, and the planet. It respects and values the rights of workers in all countries and believes in the right to fair and safe workplace conditions.
Their factories operate in accordance with the Fair Labor Association Workplace Code of Conduct and they make over 70% of their garments with sustainable materials and processes. They use heavyweight recycled cotton, hemp-blend, OEKO-TEX and GOTS (Global Organic Textile Standard)-certified organic cotton. This company produces women’s and men’s apparel, activewear. Their tagline is ‘Soft. Simple. (even more) Sustainable.’
Charlotte West, Director at Business in the Community, a responsible business network in the UK said, “We can genuinely make the world a better place by practically embedding purpose in our brands. And a good, resilient purpose should have sustainability at its heart.” The above-mentioned brands are doing it. Not only these, but there also are a lot of other brands which are taking sustainability very seriously. And day by day, more and more brands are emerging with a view to promoting sustainability for the sake of every party, most importantly for the sake of making our world a better place.