For many years, it was not easy, almost impossible, to find responsible brands that a true fashionista would enjoy wearing. The ‘fair trade’, ‘ethical’ brands seemed to be for a specific type of tree-hugger, extreme nature lover: not stylish, not on trend, and probably itchy too. When it came to green labels, beauty was simply not there and you would quickly look like an activist. But today, the fashion industry offers a nice selection of great brands and you do not have to choose between style and being responsible in your fashion buys anymore. Prices are clearly more affordable. So no more excuses.
Here some of our favourites brands of the moment.
Picture from www.thereformation.com
REFORMATION
Reformation offers effortless but feminine outfits made of sustainable fabrics such as ®Recover yarns, ®Refibra fibers, sustainable tencel, viscose, linen and organic cotton. Originally from LA in the US, the brand sells exclusively online and in its own stores. Each supplier is controlled and certified. Reformation uses also Bluesign system for textile dying and OEKO-TEX® STANDARD 100 to monitor harmful chemicals. Everything starts from the design thinking where the choices made influence all the manufacturing process. Reformation design what you want to wear now with the best fit possible and the right style. The company puts sustainability at the core of what they do. They also invest in green building infrastructure to minimize waste and environmental footprint and provide training and job opportunities to local communities and people in need. About ¾ of Reformation employee are women or people from under represented populations. Workers are paid more than minimum wages and health benefits are provided. Reformation issues an annual sustainability report to make their actions, progress and footprints public. In being part of Refscale, program, the company allows the customers to have clear information about the environmental footprints of the Reformation products.
Picture from www.amur.com
AMUR
AMUR was created in New York City with the concept that style does not have to come at the expense of our environment and that though Fashion, you can make a positive change. Ressources need to be use with care. The contemporary womenswear brand is offering urban lifestyle with a modern touch for a confident women who cares about the environment. “Nature is the ultimate luxury”, says Creative Director Sofia Shannon. All materials are sourced keeping in mind the environmental impacts. But Amur is more than just fashion, it’s a creation process and the brand focus on statement pieces with high quality products that will last season after season. Amur selects carefully all suppliers and chooses natural, certified and recycled fabrics. From a social perspective, Amur supports the work of artisans and their communities in partnering with NEST to develop collaborations in India and Vietnam.
Picture from www.peopletree.co.uk
PEOPLE TREE
People Tree was one the first fashion brands that put farmers, workers and fabrics at the top of its priorities, becoming a pioneer in sustainable fashion. Founded in 1991, People Tree is credited by the World Fair Trade Organization and follows the principles of Fair Trade at all levels of the company, including suppliers. “When you wear People Tree, you look good and feel good knowing your unique garment was made with respect for people and the planet.” People Tree offers an alternative to Fast Fashion and its constant and growing demand for cheap fashion. People It’s the perfect example of Slow Fashion and a new way of doing business, a good way. People and the planet are the core values of the company. People Tree has transformed sustainable fashion into something contemporary, accessible, and desirable with products that you'll wear seasons after seasons with love.
Picture from www.armedangels.de
ARMED ANGELS
«We love beautiful Products. We think organic. We believe fairness is never out of fashion ». Armed Angels, eco and fair but a fashionable brand. Designs are contemporary and beautifully made of organic and sustainable fabrics with fair working conditions.
Founded in 2007 in Germany, it’s now one of the most famous eco friendly and fair brand. Martin Höfeler CEO of Armedangels has an ambitious plan: « In 10 years we want to have established fair fashion as a standard in the industry and we want to have convinced the people to rethink their buying behaviour ». And it’s going to happen, the brand has changed the perception of sustainable fashion and has now more than 700 points of sales. Collections are fresh and dynamic, easy to wear, with an athletic attitude and beautiful colours palettes.
Picture from www.filippa-k.com
SWEDISH STOCKINGS
Swedish Stockings is the only sustainable hosiery brand available at the moment. The hosiery industry is not sustainable at all, using petroleum based fibres without being able to recycle them. The main mission of Swedish Stocking is to change this very polluting hosiery industry in making stockings last longer and in using alternative and more sustainable fabrics. Swedish Stockings are created from pre and post-consumer nylon waste. Swedish Stockings also offers the possibility to collect old stockings and grind them down into fibre glass tanks for oil traps for the commercial industry. And the best of this story, the products are really cool!
Picture from www.mykkehofmann.com
MYKKE HOFMANN
We are following Mykke Hofmann for few seasons now and we love the styles of their collection. Fabrics are soft and flowy and the finishing perfectly done. Mykke Hofmann is for women with attitude, a perfect mix between femininity and an athletic aesthetic. Keep the style without being dressed up and underline femininity while feeling strong. A special mention to the sweater this season, the printed dresses and the striped story. But what we love the most with Mykke Hofmann is the story behind the brand. Mykke Hofmann represents this new generation of Designers who care about people and the world and are claiming for a Slow Fashion. The brand runs its own production with its factory, created in summer 2017 in Umcari, Serbia, home country of the two Designers Sedina Halilovic and Jelena Hofmann. They have created jobs for more than 20 workers of the area, making sure they are well treated and fairly paid. Many of their workers didn’t have experience in textile or were in difficult situations. The objective is to be able to manufacture for similar companies from 2019 and re-build the local textile industry. They have long-lasting relationships with trusted local suppliers and constantly review their resources consumption to minimize waste. Mykke Hofman is also partnering with Belgrade Textile University to offer a dual educational program at end of 2018.
Picture from www.filippa-k.com
FILIPPA K
Filippa K is an established Scandinavian Fashion brand known for its signature and timeless high quality pieces. At Filippa K you can find the perfect wardrobe and keep your favourites styles for a very long time. The brand is engaged for many years to become more sustainable. The plan is to make the entire Filippa K collection sustainable by 2030. Here are the main initiatives they launched recently.
. FRONT RUNNERS: Make the wool garments last forever.
The garments developed should be as sustainable as possible. The Front Runners go through sustainable life-cycle assessments, where every phase of the garments’ life cycle is examined and adjusted with minimal eco-system impact in mind. The second set of Front Runners is made of recycled wool with increased strength and durability. Filippa K teams has mechanically adjusted the fibre in the front runners to pill as little as possible. The fabrics are not dyied and they are fully traceable. Cutting has been optimized to avoid fabric waste and there is a 10 years warranty on the fianl products. On the top of that, Filippa K uses recycled lining, zippers, sewing and sustainable buttons made of Corozo.
. FILIPPA K LEASE: A way to sustainable consumption
Collection are available for rent. That way you can keep your wardrobe updated with regular newness. Without pilling up too much clothes. Cost of cleaning is included in the renting price. This service is available in some selected Filippa K stores.
. FILIPPA K COLLECT: Give your garment a second life
Filippa K collects old Fillipa K garnments to recycle, sale them second hand or give them to charity. You will get a 15% voucher in return to use on your next purchase. You will also receive a digital discount on Cirqle, an reward app encouraging circular economy.
Picture from www.ninetypercent.com
NINETY PERCENT
This premium and contemporary new label launched in 2018 in London. The concept is to share 90% of the distributable profit of the company to charitable causes protecting people and the planet.
As a consumer, you choose to who the money is distributed among a list of selected and affiliated causes. Each product has its own unique code that you enter on internet to vote for the cause you want to support (Children’s Hope, War Child UK, Wild Aid or Big Life Foundation at the moment).
The style is relaxed and feminine for easy but detailed everyday pieces with high quality standards.
Materials are as sustainable as possible and carefully selected taking into account the social and ecological aspects.
Buying and wearing Ninety Percent gives sense to your purchase and creates a real and direct impact.
Picture from www.edun.com
EDUN
EDUN is a high end womenswear and accessories brand founded in 2005 to encourage trade in Africa by sourcing a sustainable production throughout the African continent. In 2009 EDUN became part of LVMH and will be soon taken back by its founders.
The brand has built strong partnerships with local artisans, manufacturers and communities for the production of its collections. Fabrics are also locals and responsible. This is central to EDUN values and DNA.
Fashion has here created new opportunities in the fastest growing continent and is changing the mentality around African fashion and business. EDUN celebrates Ethical and Sustainable fashion at a real Designer level.
Collections are verys high quality, with special details, vibrant colours and always a little African story around. It’s a perfect match between African inspiration, traditions and the luxury industry.