SUSTAINABLE FASHION: WHAT IT IS AND WHERE TO FIND IT

A brief introduction to sustainable fashion: Ten years ago, there would be no second thought given to the woman you passed carrying her overflowing shopping bag or the man who walked into a store intent on purchasing a five-pack white t-shirt set. Now we are more environmentally conscious to know that overconsumption can detrimentally effect the environment. A shift towards digital marketplaces over the decade has allowed fast fashion to grow despite sustainability concerns due to the prominence of online shopping and access to social media. Furthermore, the presence of influencers in the digital sphere has unintentionally continued this rhetoric that “you must buy more”.

In April of 2013, the tragedy at Rana Plaza in Bangladesh fuelled the discussion around the ethics and sustainability of fast fashion. Rana Plaza was the site of numerous garment factories and produced for many recognisable retail brands such as Prada, Gucci, Versace, Primark and Walmart. The upper floors, which held most of the apparel production factories, were developed without a permit for the number of workers which, in turn, destabilised the building. The collapse resulted in the deaths of over one thousand people, of which many were child labourers, and started a global conversation on the ethics of fast fashion and the negative impact it had on its workers and the environment.

Although there is no commonly adopted definition, Green Strategy acknowledges that “Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice”. Out of the sustainable fashion movement, two main goals have risen: combating ethical concerns, specifically with the environment and human labour, and minimising overconsumption or waste.

Alternative shopping options, like consignment or in-store recycling, have proved to be an effective model of reducing waste, a key concern among sustainability advocates. The introduction of consignment options has facilitated the decrease of harmful gas emission, consumption of non-biodegradable synthetic fabrics (which about 60% of clothing worldwide is made of) and reduced the waste in landfills. Additionally, many brands have started using bio-degradable, and natural fabrics in their clothes, and have pledged to make production as close to 100% carbon neutral as possible.

While these changes are fantastic, it's hard to know which brands are truly producing ethically and which brands falsely advertise as sustainable....

Here are a few of my favourite sustainable brands.

Reformation

A crowd pleaser for many different reasons... On top of making some really nice quality, super cute clothing (especially dresses), they are 100% carbon neutral and produce in their own company-built factory in LA. By producing in their own factory, harmful gas emission drastically decreases, and stricter regulations are put in place for worker's safety... *And, they have just dropped a new vintage collection which is AMAZING!

Maison Cleo

At Maison Cleo, every piece on their website is handmade to order, that way there is no excess supply sitting around... they open their e-shop once a week on Wednesdays.

PAPER London

PAPER London makes really innovative swimwear, made almost entirely of recycled fishing nets found in the ocean.

Stella McCartney

Stella McCartney has been a pioneer in the sustainable fashion field, with her company being one of the first to embrace a cruelty-free and vegan philosophy for production.

Vejas

Some tips:

1. All these brands are great, but another option is to buy second hand items. Purchasing from places like The Real Real, Vestiaire Collective, ThreadUp, Poshmark and so on, offer really high quality pieces for lower prices...

2. Opt for quality over quantity. Start shifting your mindset from buying tons of fast-fashion clothing to investing in longer term high quality clothing.

3. Try the best you can! It's not a make or break, but you can start contributing to a more ethical and sustainable future.

XX Ally