Sustainable brands that don’t care for style, don’t really care about the environment either. Sounds like something an asshole would say, but let me explain myself. And then you’re free to think whatever you like.
The first time I googled “sustainable clothing brands” I understood that I got myself in trouble. Most of the links with headlines like “sustainable”, “eco”, “fair” and “ethical” brought me to the websites with Hindu-yoga-pants, shapeless linen dresses and shirts that look like they were made literally out of potato sacks followed by the variations of cowboy boots.
The scene of this fashion disaster caught me by surprise. “Is it what I’m destined to wear now? Outfits that were copied from my great grandma’s black and white pictures of her working in the field?”- I was asking myself at this moment. My heart was broken, my dreams of my stylish best self were ruined.
I don’t want my outfits to scream in my face: “go-green-dig-your-ancestry-roots-you-heartless-piece-of-person-namaste”. I want to make smart shopping choices that guarantee that my clothes weren’t made by enslaved kids and that toxic chemicals weren’t poured into the rivers of Bangladesh. So I ditch great grandma’s closet look-alike sites and dig deeper to find real gold that doesn’t compromise the style for sustainability
Following this idea religiously, I try to deliver you my best finds. Luckily, there are enough companies who are really challenging the industry and manage to be extremely stylish, despite their green policies.
First one on this list and in the sustainable fashion world per ce - Stella McCartney. All you need is love and platform kicks lalalala...
Until the movie True Cost came out, I had no idea that Stella was actually the most influential pioneer of vegan and sustainable fashion. While it’s an amazing thing, it frustrates me that other major luxury houses have a lot of dirt on their hands despite having all the resources for creating fair and ethical designs. Hopefully it changes in the nearest future, adding up to Gucci’s recent decision to not use real fur any longer.
I highly recommend you watching the “True Cost”’s interview with Stella about the way her brand operates, providing the industry with a perfect role-model to follow. Personally, I love her campaigns on educating the customers about the environmental problems. Watch one of my most favorite below.
It’s, of course, a luxury product and far not everyone will be able to afford it. But, if you ever on the look-out for something from this segment, you know where to look.
Singapore-based brand that grew from a multi-brand shop into a complete label. I personally was stunned by their designs and price-tags that are incredibly democratic, despite that their products are very runaway-worthy. They remind me something of Georgian designers, whom I love for the elaborate cuts and feminine silhouettes over masculine, often military-like, designs.
Verse is another multi-brand online store that carries sustainable goods. As they say about themselves: “We sell sustainable life products, because good planets are hard to find”. I just love this statement. What’s good about multi-brands boutiques like this one, is that you get a chance to discover different brands who have the same mission, instead of trying to Google it out.
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