When we talk of sustainable fashion, we usually think of small brands driven by their values and usually not backed by big corporate investments, so these labels usually do not have to answer to anyone when it comes to sale. But will sustainability in fashion remain a niche business, championed by the little good guys down the pyramid?
In a time of green washing, it is very important that we police brands who treat sustainability like a trend they need to ride on, resulting to half-hearted gestures that do not really amount to something significant. However, I think it is also vital that we remain open to what big brands are doing to make production cleaner. Here are a few baby steps from key fashion players.
North Face Moon Parka
In partnership with Japanese agency Spiber, the American outdoors wear company North Face crafted this winter parka with faux spider silk. Twice as strong as nylon and sturdy enough to weather the harshest of winter, this fabric shares the same properties as spider silk, without all the harmful factory production.
Chopard’s Ethical Sourcing
Heritage French jewelry brand Chopard has announced this year that all the gold they would use for their pieces would be completely ethical, evading dodgy mining practices and doing business only with people who bear the Fairmine certificate.
Browns Fashion and Old Rags
Even retail brands like the London-based boutique Browns are doing what they can to contribute to sustainable efforts. Collaborating with American designer Connor Ives, the duo made super cool pieces from repurposed garments. While Effectively giving these old clothes a new life cycle, this initiative also makes the contemporary consumers rethink how they look at their discarded pieces.
Vestiaire Collective and the Shared Wardrobe
Consignment stores have traditionally been seen as a way to buy into luxury when you do not have a lot of means. But buying and selling used fashion goods now take on a new meaning, that of circular economy. A cycle wherein the material waste loops are closed by repurposing old pieces or selling them at a fraction of its price via platforms like Vestiaire Collective who acts like a middleman and authenticity expert ensuring that the clothes or accessories you receive are not counterfeit and are in good condition.