Sustainable options are increasingly in style thanks to the well-publicised environmental and social concerns around fast fashion. However, sustainable fashion can be a complex subject to unpack.
Information can be difficult to find on where clothes are made, the conditions in which they’re made and if the process is ethical. We recommend checking out some of the best blogs and brands in the sustainable fashion field to learn from their expertise.
Sustainable fashion brands you shouldn’t miss
As consumer awareness grows, the demand for ethical fashion has seen a number of existing fashion brands improve their practices, and encourage a new generation of ethical designers to bloom. Let’s take a look at three of the most unmissable sustainable fashion brands on the market today:
As one of the original founders of the Ethical Trading Initiative (ETI), Monsoon has long been a leading voice in support of sustainable fashion. Not only do they enforce a strict internal code of conduct regarding trading practices, Monsoon also performs regular checks on manufacturers to ensure environmental and social standards are maintained.
This includes restricting the substances used in their factories to protect the surrounding area from harsh chemical waste, refusing to test on animals and integrating environmentally-friendly energy practices into their shops and offices worldwide.
Established in 1988, Komodo continues to be a trendsetter amongst sustainable fashion brands. A key element of their sustainable fashion work is using only organic materials, while still creating innovative new textures with green PU coating and even recycling PET from plastic bottles to integrate with fabrics.
Of course, all products from Komodo are vegan and cruelty free. Further supporting their aims of protecting the environment through their work, Komodo is a member of 1% for the Planet and contributes to the protection of rainforest habitats.
With the motto that “the only way to do good business is to do good by the planet too,” Mayamiko sets itself apart with fresh, vibrant colours that are a strong contrast to the organic tones most sustainable brands favour. The great news is that even though their prints pack a punch visually, they have much less of an impact on the environment.
Sustainable fashion in the UK and the rest of Europe
Sustainability has become such a strong concern amongst consumers that recent statistics from NGO Fashion Revolution show that 1 in 3 shoppers now include sustainability in their decision making. So how has the fashion industry in the UK and Europe responded to this?
Sustainability has made great strides over the past few years with the help of multilateral organisations like the EU and European trade agreements. Earlier practices like incinerating stock were praised for avoiding needless landfill and creating some form of energy have now mostly fallen by the wayside. Instead of burning products and emitting toxic gases and fumes, fashion brands are now encouraged to reuse, recycle and, in some cases, even restrict production numbers from the outset.
A strong example of this change in mindset is the UK Parliament’s report on turning the tide on fashion-related environmental damage, “Fixing fashion: clothing consumption and sustainability.” This 2019 report recognises companies that have outlined a sustainability strategy and are working towards this goal.
The days of the fast fashion industry are over
Named for the trend of brands creating designs as a knee-jerk reaction to market fads, fast fashion has evolved drastically with the onset of social media and the resulting demand for the latest and greatest ‘hot’ items. However, social media and the efficient spread of information has become an important force in shutting down fast fashion too. Campaigns like Earth Day have also gone viral, and messaging around just how drastic the environmental situation has become sits alongside posts on which dress is a must for summer.
How do we know the days of fast fashion are over? Brands that were once famous for facilitating this movement are now moving towards a sustainability model themselves. Powerhouse retailers like H&M are known for affordable or fast fashion, but these days are also making sure consumers recognise their efforts towards sustainability. It’s simple: protecting the environment is back in fashion.
Sustainable fashion blogs you should know
If you’re starting a blog and looking to advocate sustainable fashion, there are a few bloggers you’ll want to check out and support. You’re not only offering value to your readers but you might also have the opportunity to network with your fellow bloggers (and potentially their audience too). It’s a win for the environment and a win for you!
Run by Katie Pruett, this online platform showcases the sleek and chic options available to ethical shoppers today. As part magazine, part blog, there’s the best of both worlds with artistic editorial-style spreads as well as conversational, informative posts like the recent discussion of ethical fashion by guest blogger Sharmon Lebby.
2. Lindsey Gene
This US-based blog is run by sustainable fashionista Lindsey Brown, who admittedly was once part of the fast fashion problem. According to Brown, she never wore anything twice and prioritised style over sustainability.
However, these days she is an advocate for educating yourself about how shopping affects the community around you and communities abroad. In her own words, Lindsey’s “sustainable habits are not perfect but I believe every little step should be celebrated!”
As the name suggests, this blog supports work against fast fashion and promotes sustainability as stylish. Founder Mariel Jumpa was originally based in South America but became influenced to fight against fast fashion after moving to Sweden.
Slow Fashion World also acts as a platform to connect developing communities in areas particularly affected by fast fashion with support networks and non-government organisations. There are even pop-ups around Europe at which you can not only learn more about the cause but also shop from a curated range of sustainable fashion brands.
You can see a common thread with these fashion blogs that contributes to their success. While each platform is quite different in tone and content, they all share a genuine and optimistic attitude to how making small, everyday decisions can help end the damage caused by the fast fashion industry. It is important to remind your readers that sustainability is a positive and achievable change.
Making your mark as a sustainable fashion blogger
The fashion and style blogging industry is an especially competitive field. Aligning yourself with a cause like sustainability is not only a great way to help the world around you but also helps in setting you apart from the rest of the pack.
To make a start, the first step is educating yourself so you can educate your readers. By having reliable and fact-based content to accompany your fashion tips, blogs provide value and a reason to trust the blogger themselves.