WHAT IS SUSTAINABLE FASHION?
We sure hear a lot about sustainability these days, but do we know what it actually means? Sustainability in itself is a very broad term in fact, but its actual definition is: “Meeting our own needs without compromising the ability of future generations to meet their own needs”. When we speak of sustainable fashion specifically, we refer to a combination of many different fluid facets which include ethical business practices, minimal impact policies, give-back programmes, and the fabrics used in the manufacture of each design, to mention a few. Sustainable fashion plays a direct role in positively impacting the climate crisis by combatting fast fashion and its disastrous effects on pollution.
WHAT IS FAST FASHION AND WHY IS IT BAD?
The fast fashion model is built on an endless cycle of overproduction and overconsumption. Cheap prices from fast fashion brands are only made possible because these brands produce in huge quantities. While the companies don’t make much profit from each garment, they are able to profit hundreds of millions or even billions because they produce so much. And, because fast fashion brands produce in such large quantities, they are able to negotiate prices down with factories. These negotiations suppress wages and keep safety standards low.
THE IMPACT OF THE FASHION INDUSTRY ON SUSTAINABILITY
Sustainability is arguably the biggest issue confronting fashion brands right now — no surprise considering the industry accounts for roughly 10% of global carbon dioxide emissions (more than international flights and maritime shipping combined). The fashion industry is also responsible for water pollution, greenhouse gas emissions and landfill. This is mainly due to Fast Fashion where the constant provision of new styles at very low prices has led to a big increase in the quantity of clothes produced and thrown away. This is why adopting sustainable practices, whether large or small, can have significant impacts in the long run.
We take our responsibility to the planet and the people we share it with, very seriously, and we care deeply about what kind of world we’re going to leave behind for future generations.
We’re far from perfect and acknowledge that we have a long way to go, but we’re committed to improve. Recognising that we can always do better, and holding ourselves accountable, is the first step. That’s why, first and foremost, we try to work with brands who have the same mindset and values as ours.
We’re all about sourcing high-quality pieces that will last in time, and which are produced in limited quantities to avoid overstock and waste. Most of our brands produce made-to-order handmade pieces in small ateliers. We also ensure the fabrics used by our brands, are for the most part eco-friendly, limit the use of hazardous chemicals and against animal cruelty. Basically, we’re big on Slow Fashion.
Another equally important part in the selection of the brands we choose to collaborate with, is that fair trade manufacturing processes which ensure reasonable wages, safe working conditions and equal opportunities, are practiced. Human rights are at the centre of Ethical Fashion and we’re also advocates of this principle.
Over and above that, we’re working to embed sustainability into everything we do, at every stage of the way – through the brands we choose to collaborate with, to the choice of our ecological shopping bags.
Our aim is to carry on working towards more sustainable fashion goals, and to develop our own ethical and sustainability programme over the coming years. This is just the beginning of our journey. Watch this space!