In order to protect our world, it is more important than ever for consumers and brands to adopt a more sustainable mindset. Fortunately, a lot of people in the fashion sector are becoming more conscious of the climate issue and choosing more environmentally friendly options as a result. However, things can get more complicated as more and more businesses try to become sustainable—or, in some cases, to seem as though they are.
Searching for genuinely eco-friendly and ethically created apparel can be challenging due to the abundance of buzzwords and problems with greenwashing. Having said that, you can enjoy shopping with a clear conscience because many fashion labels are creating premium, environmentally responsible collections without sacrificing design.
Being more environmentally conscious when it comes to fashion extends beyond the brands you select to purchase from. There are numerous ways to shop more sustainably, such as choosing to buy used items instead of brand-new ones, accepting the rental market, or visiting sustainable shopping locations. It doesn’t end there. Proper maintenance is essential to ensuring that your purchases endure as long as possible and aren’t thrown away.
However, there are eco-friendly ways to purchase if you’re buying new things. Investing in brands that are making a concerted effort to create a more environmentally friendly area within the fashion industry is highly recommended. See what some of our favourite labels had to say about what it takes to be a sustainable business in the modern fashion industry below. We asked them.
House of Marici
An accessory company called House of Marici is trying to provide high-end leather purses that are less harmful to the environment. Its founder, Amanda Navaian, was inspired to start the organisation on World Earth Day in 2020 because of her dual background. Having grown up in Sweden, she visited her family frequently in Iran, where she was captivated by the nation’s rich legacy of handicrafts. As a result, she founded the House of Marici brand, which combines plant-based materials with impeccable flair.
“My concept of a sustainable brand goes back to 2018, when I first came across Piñatex [leather alternative made from pineapple leaves] and was blown away by it,” says Amanda Navian, founder of House of Marici.
One of the most prominent designers in New York, Gabriela Hearst is renowned for her exquisite designs that highlight sustainability, which is the foundation of the company. During New York Fashion Week in September of last year, Hearst presented the first-ever carbon-neutral fashion show. The company reduced its carbon footprint by partnering with EcoAct and contributing a considerable amount to the Hifadhi-Livelihoods Project in Kenya. The designer claims that about 25% of her collections are created from dead stock, or items that would have otherwise been disposed of in a landfill. She employs 600 women in Uruguay to produce her designs by hand.
Designer Gabriela Hearst: “With sustainability, action speaks louder than words. She earlier told us, “I also believe that putting limitations on someone’s creativity helps them to focus.” “My design goal is to create something exquisite, expertly made with the best materials, that will not only delight you from a design perspective but also last you a lifetime. My intention is for the woman above to have that dress forever; she doesn’t want to part with it at all.
In 2013, designer Aurora James founded Brother Vellies with the goal of preserving traditional African design methods and traditions through her high-end shoe brand. Global artisans craft collections using vegetable-tanned leathers, repurposed tire soling, hand-carved wood, feathers dyed with flowers, and textiles. Some of the most fashionable women in the world, including Meghan Markle and Solange Knowles, like the Brooklyn-based brand.
“The foundation of the Brother Vellies brand is sustainability,” says the company’s founder, Aurora James. We take great pride in working with artisans who have been honing their trade for many generations in order to help create and preserve artisanal jobs throughout the world. By being cautious with manufacturing numbers, minimising waste, reusing materials, and always looking to enhance our processes, we try to decrease the impact of our production practices.
Asket is committed to provide its clients with the ideal fit, which is essential for any capsule wardrobe. Investing in high-quality, correctly-sized clothing will reduce the need for replacements, allowing you to take a greener approach to your wardrobe. With 50 sizes to choose from, Asket really has something for everyone.
Asket’s creators, Dworsky and Bard Bringéus: “We are on the side of caution when it comes to sustainability; in fact, you won’t find it anywhere on our website. In actuality, there is no such thing as sustainable fashion—every item of clothing made has an effect. We can only address problems with the fashion sector by lowering product output and consuming patterns.
Nynne stands for a way of life where quality over quantity is valued. The brand achieves this through emphasising eight main facets of sustainability that it plans to include into every aspect of its business: resources, production, proximity, deadstock avoidance, consciousness, durability, packaging, and its own “Diana” idea. The ‘Diana’ dress, the brand’s emblematic item, epitomises Nynne’s approach to design: ageless, fashionable, and adaptable designs.
Nynne Kunde, the company’s founder: “As a standard, sustainability ought to be integrated into the majority of businesses.” For us, this entails operating as a brand that prioritises sustainable practices across the board and making difficult but sensible choices in order to manage an ethical production. In addition, we must invest significant resources in textile research in order to be a truly sustainable business in the modern era. We also need to work to educate consumers about better purchasing practices and strive to shift consumer behaviour away from fast fashion.”
Since its inception in 2006, Bassike has operated with the philosophy of treating people and the environment with respect. The brand is now known for producing elegant yet approachable pieces that you may dress up or down based on your personal style. In Australia, where the company is founded, Bassike is dedicated to sustainable manufacturing, high-quality design, and local industry support. Bassike’s efforts have paid off, as evidenced by their achievement of carbon neutrality and B Corp accreditation.
Co-founders of Bassike Deborah Sams and Mary Lou Ryan state: “It’s more crucial than ever to support ethical products and shop with a conscience. We don’t claim to be flawless, but we are pleased with the work we have done to help our community’s businesses, work with organic cotton from the start, and most recently, become a B Corp and become carbon neutral. These achievements are a reflection of the many promises we have made over the years, from using green energy to produce clothing in Australia to innovating towards zero-waste by collaborating with cutting-edge technology to turn our extra cotton jersey material into organic mulch that can be recycled into other sectors of the economy.
Ninety percent prioritize ethical and sustainable behaviour. The brand, Ninety Percent, derives its name from this very act: ninety percent of its sales are donated to five charitable causes and the individuals who organise the collections. The brand’s fresh shapes and smooth, contemporary tailoring are all well-suited for capsule wardrobes and forever wardrobes.
Elliot Atkinson, creative director of Ninety Percent: “During the first four years of BITE Studios’ existence, I served as both creative director and a co-founder.” For me, this experience truly established the creative language of a brand; it is instinctive to connect a supply chain and process with sustainability at its centre.”I carry on with my craftsmanship-based design approach for Ninety Percent, adding loose shirting and tailoring to the line.
The goal of the Parisian company Sézane is to make well-made, always wearable garments with impeccable cuts. The label has been in the business for ten years and has stuck to its niche of producing limited-edition goods using an eco-friendly, inventive, and creative business approach. More information on the company’s sustainable initiatives can be found here.
“Sézane is sustainable by essence, with a responsible production model which has no intermediaries, flash sales, or overproduction,” says the company’s founder, Morgane Sézalory. Since Sézane’s founding, an ideology has been adhered to, earning the company its B-Corp Certification. B-Corp is the strict and impartial attestation of everything Sézane stands for, encompassing everything from the selection of production techniques, raw materials, and labour conditions to the environmental impact and commitment to the community.”
Mother of Pearl
Mother of Pearl creates stylish, wearable products that have refined the art of conscious design. The brand’s whole supply chain has been overhauled by creative director Amy Powney, who has included natural fibres, transparent manufacturing, and a socially conscious attitude to suppliers.
Mother of Pearl’s creative director, Amy Powney, says, “You have to start at the beginning; there is no manual on how to establish a sustainable business today. This calls for a great deal of investigation, a million inquiries, and some travel to see things for yourself. In this way, we have completely redesigned our supply chain, incorporating socially conscious suppliers, transparent manufacturing, and natural fibres like Tencel.
Danish fashion brand Stine Goya is well-known for its whimsical, vividly patterned dresses and pieces. Goya is dedicated to eco-friendly procedures, waste minimization, and the use of intelligent textiles.
Designer Stine Goya: “In today’s fashion industry, being a sustainable brand can mean many different things.” It means, for us, that we should consider the world and its inhabitants in all that we do, and that we should act properly. We make every effort to maintain transparency as we travel towards becoming a sustainable brand.
In the end, adopting genuine action is more important for a sustainable business in the fashion industry than simply employing trendy terms. These companies have demonstrated that, in fact, deeds speak louder than words. It is our duty as customers to support ethical brands, purchase with conscience, and associate with companies that are attempting to change the world. We can all work together to move the industry away from rapid fashion and toward a more environmentally friendly and sustainable future by making thoughtful decisions.