Eco-friendly fashion has been on the rise over the past few years. More fashion designers are becoming savvy to the increased demand in sustainable clothing, particularly among millennials. Established brands are turning their attention to creating new ethical clothing lines, and new brands are also emerging to compete.
H&M Conscious Collection
H&M have taken sustainability more seriously recently by creating a special conscious collection. It uses organic and recycled materials wherever possible as part of their new commitment to help the environment. They make sure all cotton comes from sustainable sources with the aim to become fully sustainable by 2030. They also run a clothes recycling scheme where you can bring your clothes and textiles into any store (regardless of where they were purchased from before) for them to recycle.
Horizon Athletic offers ethical sportswear based in Australia but ship their products all across Europe. All of their active and swim garments are made from Econyl®, a recycled fibre made from abandoned fishing nets and other consumer waste. It’s woven with Lycra to create durable sportswear that protects against chlorine, salt water, UV and sun cream. Their commitment to sustainability is particularly focused on reducing plastic in the ocean.
Manchester born brand Beaumont Organic aim to design contemporary clothing with an eco-friendly twist. Their garments are largely based on the luxe-sportswear movement; with cosy casual pieces perfect for every day. All of their clothing is made from organic fabrics, with many incorporating GOTS-certified cotton.
This German made brand, like Beaumont Organic, only uses GOTS-certified cotton, linen and wool to create their pieces. They design clothing that’s ideal for everyday wear, even casual workwear garments. They’re also part of the Fair Wear Foundation to ensure their clothes are all manufactured with ethical practices. Their prices are reasonable for an eco-friendly brand, making them the perfect addition to your wardrobe.
One of the biggest brands making a difference in Europe is Swedish fashion label, Lindex. They work hard to ensure all stages of their supply chain remains completely transparent. They also focus on creating more working prospects for women in the industry, with an aim to contribute to equal opportunities. All of their garments are made of recycled materials from past seasons, meaning fewer resources are used in the manufacturing process.
Paradise Row are a bag company based in London. They produce a variety of handbags with sustainability at the forefront of their brand, using thick leather so they last a long time. Each bag even comes with a story card placed inside which gives more of an insight into the charms that are used in every bag design. They also promote social and cultural issues in their local area, East London.
Stella McCartney are committed to sustainability. They started the ball rolling with their now famous ‘loop’ trainer that features recyclable components. The shoe took over 18 months to design to ensure every part was as eco-friendly as possible. In the future, Stella McCartney hope to make more biodegradable clothing as their promise to reduce their impact on the environment.
British brand Dai are still relatively new. They make versatile, durable and beautiful clothing that’s sustainable. Their main collection is workwear, with everything from women’s dresses to smart work trousers. They have formed partnerships with many organisation supporting women, donating profits to help improve the lives of women across the globe.
The Battle For The Sustainability Crown
Increased interest in sustainability has prompted brands to take action to prove to consumers they are the most eco-friendly. It all comes down to their responsibly sourced materials – and ethical supply chain from design to manufacture. Though many new brands are emerging to tackle sustainability, if more bigger high-street brands like H&M start making eco-friendly clothing then they may have a battle on their hands.
Words by Richard Meadow
DO YOU KNOW MORE SUSTAINABLE AND ETHICAL BRANDS THAT SHOULD BE ON THIS LIST? OR PERHAPS YOU CREATE WORK AROUND SUSTAINABILITY IN FASHION? LET US KNOW IS COMMENTS BELOW!
Richard Meadow is a freelance writer that focuses on fashion trends, health and sports. He enjoys researching and identifying new styles and writing about them daily, and his current research revolves around ethical practises used in fashion.