Whilst the conflict between sustainability and fashion is obvious, buying with a more conscious mindset from brands that give something back is more important than ever – especially now shopping with an eco-conscious twist doesn’t mean you’re limited in choice.
The terminology can get tricky, with words like ‘ethical’, ‘sustainable’, and ‘responsible’ being bandied about left, right and centre, but try to not get too bogged down in the jargon. Broadly speaking, brands that take into account their impact on the environment, social issues, and workers’ conditions are the ones to look out for as well as those that offer charitable donations with each purchase.
Perhaps it’s Asket, who have full transparency on their manufacturing process, from the CO2 emissions to the source of the fabric, Re/Done, who use landfill-destined clothing to create unique luxury pieces, or House Of Sunny, an independent label that creates limited runs, often using a pre-order system, to minimise waste – whatever the sustainable direction, investing in pieces from brands minimising their footprint on the planet is the way to go.
And it’s important to do your research – with sustainability as a sales-boosting keyword, it’s easy to fall prey to those who are masters in greenwashing, appearing sustainable to conscious shoppers with no real substance to their claims. Look out for official sustainability reports for reassurance on their practices – or if something appears vague or uncertain, don’t be afraid to reach out directly for some clarification.
You don’t need to buy new, either. With vintage shops, charity shops, and rental services galore, investing in circular fashion has never been easier – and is even making moves to replace the fast fashion powerhouses – all you need to do is look at the sponsor of Love Island 2022, eBay, in place of their traditional partners, to see that buying pre-owned is on the up.
So, to save you the legwork, we’ve put together a handy guide of brands that fit the responsible bill without compromising on style, with options for both men and women.
Happy guilt-free shopping!
Best sustainable fashion brands at a glance:
- Best for full transparency and traceable fabrics: Asket
- Best for verifiable carbon negativity: Sheep Inc
- Best for an expansive offering of wonderfully stylish and sustainable clothes: Everlane
- Best for designer sustainability: Daniel W. Fletcher
- Best for one-of-a-kind pieces: Re/Done
- Best for groovy Y2K-inspired silhouettes and Seventies aesthetics: House of Sunny
- Best for ultimate comfort: Pangaia
