Unfortunately greenwashing, or ‘sustainable cherry picking’ as we like to call it, does happen. With that said, keep in mind that just because a product is marketed as sustainable or circular fashion, doesn’t mean it excels at all the aforementioned areas which determine how sustainable a product actually is. ‘Sustainable’ has also become one of the fashion industry’s favourite buzzwords, often thrown around lightly, without proper facts to back up such claims. However, it is important to note that every sustainable fashion brand is moving at their own pace, so make sure to ask them about their sustainability practices before buying their products, and don’t take the term ‘ sustainable fashion ‘ at face value, as it is a very complex one. From a socio-economic standpoint, buying sustainable fashion means funding and facilitating the improvement of present working conditions for workers on the fields, in factories, transportation network, and stores, by upholding good ethics and best practices which are based on accredited, international codes of conducts. Supporting a sustainable fashion brand also enables their efforts to use renewable energy sources, such as wind and solar, at every stage of the supply chain, as well as making sure repair, remake, reuse, and recycling of products and their components are maximised.

This includes making sure that natural resources such as water, energy, land, soil, animals, plants, and biodiversity - to name a few - are used as carefully and efficiently as possible. In our case, the process of creating more sustainable fashion is rooted in the development of circular fashion.įrom an environmental perspective, the reason to buy sustainable fashion is to support brands that do their best to actively and continuously minimize any undesirable effect that their product’s life cycle might have on the environment. For us, this means being proactive about continuously improving our product design, raw material production, manufacturing, transport, storage, and marketing, as well as the facilitation of extended use, reuse and recycling of our products and their components. With this in mind, we like to describe the production of sustainable fashion as a never ending process of improvement across all stages of a product’s life cycle.

In reality, the only time a brand can claim to be 100% sustainable is when they don’t produce anything at all. Now, this is an oversimplified summary of a very complex supply chain, but the point is that there are a lot of different components that determine how ‘sustainable’ a sustainable fashion product actually is. Resources need to be extracted or grown, infrastructure needs to be built, factories operated, and products need to be packaged and shipped to where they are sold. The reality is that when producing anything, there will be an impact. You could, in other words, say that sustainable fashion is a myth. Before going into what exactly sustainable fashion is, it is important to clarify that we believe that creating 100% sustainable fashion is something that cannot be achieved.

Full circle