Sustainable brands with which you don’t have to have a bad conscience when shopping. Here are our 6 favorites with their initiatives.
As consumers, we have evolved over the past few years. Away from mere hedonism. Sustainability has long since arrived in the lifestyle and luxury segment and is now having a major impact on sales figures. The pollution of our planet and the exploitation of workers in the textile industry is no longer just accepted – many target groups actively decide for or against a brand because of its sustainability policy. So today even the biggest names in the industry are committed to a green future and committed to righting the mistakes of the past.
It’s no secret that the fashion industry is one of the main contributors to environmental pollution – but this is exactly the fact that many brands are actively and progressively looking to change. However, the responsibility does not just lie with companies, it also lies with us. (Also read: 10 tips on how to live more environmentally consciously and consume more sustainably) We should always weigh up the morale of every purchase of new clothes, especially if it is fast fashion. In general, the demand for fashion has increased so exorbitantly over the past twenty years that overproduction is now also a huge problem. For this reason, fashion brands are developing more and more new technologies and strategies to minimize their own carbon footprint.
Sustainable brands that shine with particularly good ideas:
The home of the Zegna brand is the “Oasi Zegna” in Piedmont, Italy. The founder of the brand created a 100 km2 nature reserve in the vicinity of his wool weaving mill – 30 times the size of “Central Park” in New York City. It was his way of giving something back to society and paved the way for a sustainable future for the brand as early as the 1930s. Mr. Zegna could not have been more visionary.
Today, the brand’s ethos remains the same and is particularly reflected in the ‘Oasi Cashmere’ collection. The garments were inspired by the values of the brand and the beauty of nature itself. Environmental awareness and excellence in textile craftsmanship are perfectly combined here, but above all the collection is seen as the beginning of an even more environmentally conscious future for Zegna. The next chapter of the brand is dedicated to transparency, more precisely the complete insight into the production of the cashmere fibers. This should be done by 2024 at the latest. Then you will be able to see exactly where and how the fabric of your wardrobe was made. Of course, Zegna already uses only the best materials. But in the future everything will happen in perfect harmony with nature, from the goat to the coat hanger.
#2 Stella McCartney
Stella McCartney already has some of her bags from her collections as It-bags can establish. We are sure that the “Frame Mylo” will successfully join this list. The bag’s material is mycelium – the underground root system of mushrooms – and it made its debut at the Spring/Summer 2022 show. The vegan leather is produced by “Bolt Threads” – in a vertical farm with 100% renewable energies.
#3 Vivienne Westwood
The legendary designer has always been ahead of the curve. It is therefore not surprising that she has been campaigning for environmentally friendly production methods within the fashion industry for a long time. She attaches particular importance to certified, vegan textiles and recycled fabrics, in the spirit of circular fashion. You don’t have to produce everything new to create new collections, that’s Vivienne Westwood’s mindset. And we completely agree with her.
Gucci has set clear targets to reduce its own greenhouse gas emissions. Starting with production, through the supply chain to the retail space. And yes, the brand is well on the way to achieving these goals. This effort is verified and supported by the “CanopyStyle” initiative. For example, the Italian brand would like to use significantly less chromium and other dangerous chemicals in the leather tanning process and also no longer cut down forest stocks for production in the future. With the “Gucci Off The Grid” collection, the company is dedicated to the use of recycled and regenerated materials. But even beyond this specific line, many items are already being made from ECONYL, organic cotton, recycled steel and recycled polyamide.
Nike is not only advanced in design and technology, the brand is also way ahead when it comes to environmental protection. The brand with the “Swoosh” sees its own future as waste-free and completely emission-free. And with projects like “Move To Zero” she is taking big steps towards it.
This season saw the launch of the House’s latest innovation: “Nike Forward”. It is a clothing line whose fabrics are produced using a new manufacturing process – which will definitely revolutionize the textile industry. In contrast to conventional methods, the production of the knitwear emits 75% less CO2 emissions, especially since 70% of the fabric consists of recycled material. The motto is to do more with less energy from start to finish. After five years of development, this innovation joins the list of the company’s existing sustainable projects, such as “Flyleather” (recycled leather), “Space Hippie” (products made from waste materials) and “Next Nature” (shoes made from at least 20% recycled materials).
Jeans are at the forefront of the fashion world as environmental polluters. In most cases, the required cotton is produced in a wasteful manner. The biggest problem here is water consumption. This is definitely a thorn in Levi’s side – so the traditional brand wants to become a role model for the industry.
The company’s goals are clear: by 2025, Levi’s will use 100% sustainably sourced cotton, use 100% renewable energy in the facilities operated by the fashion brand, and generally reduce greenhouse gas emissions by 40% throughout the supply chain. Aside from this vision of the future, Levi’s is already very careful when it comes to jeans production and produces significantly less waste and uses fewer resources than other conventional denim manufacturers. There is also a “Worker Well-Being” program that pays great attention to the health, fair pay and equality of workers within the company and also at suppliers.
article in the original GQ Mexico and Latin America published, adapted by Daniel Bilinski