Some fashion brands, in fact, probably the majority of them, don’t care about the environment at all. These brands were born out of an industry that simply did whatever it wanted without giving a damn about the consequences. Everyone did it, but now we’re beginning to see the damage this has caused. Earth.Org reports that fast fashion has a considerable environmental impact and is the second-biggest consumer of water – while also being responsible for 10% of global CO2 emissions.
That has to stop, and some brands are actively trying to change this.
You’ll see plenty of companies that market themselves as “eco-friendly” fashion brands these days, though which ones are actually doing something positive? Many make these claims to look good, so here are some critical signs to look for that indicate a brand truly cares about being eco-friendly.
Full Transparency
You want to buy conscious clothing for women, but that’s not possible if you don’t have a full understanding of three key things:
- Who makes the products?
- Where are they manufactured?
- What materials are they manufactured out of?
Genuine eco-friendly brands will be upfront and honest about this. You should find a breakdown of their manufacturing processes on their website somewhere – and it should be easy to find, like in an FAQ section. You gain full transparency and can see where the clothes come from, who their manufacturing partners are and what materials they use in the manufacturing process.
Be wary of any fashion brand that promotes itself as eco-friendly but doesn’t include any background information on how they source or make their clothes…suspicious!
On-Demand Production Methods
As you look at a company’s manufacturing process, keep an eye out for one key term: on-demand production. It’s an underrated facet of modern fashion businesses that indicates how a brand approaches manufacturing. The worst brands – those who are guilty of perpetuating fast fashion – will make clothes in bulk. They simply create thousands of products every day and list them online.
Will all of those clothes sell? Nope, which means many end up getting tossed away.
On-demand production is an eco-friendly approach that focuses on manufacturing clothes as the demand calls for them. Some brands won’t even make items unless an order has come through. This means delivery times can be longer than expected, but the upside is this:
- Better energy conservation in the factory
- Almost zero waste products created
- Higher-quality products
This style of production is a key sign that a brand takes things seriously and actually cares about the planet. If it’s willing to sacrifice fast delivery speeds in favour of toning down production and reducing waste, then you’ve got a very trustworthy brand on your hands.
Real Certifications
Keep an eye out for any certifications or badges on a brand’s website that tell you it’s eco-friendly. This is a great way to differentiate the real ones from the pretenders – anyone can “claim” to be eco-friendly, but if you’ve got a genuine badge to prove this, then no one can argue with that claim.
There are various certifications to look for, but here are a few of the most common and widely commended:
- EU Ecolabel: Shows that the brand uses environmentally-friendly processes throughout the production chain.
- OEKO-TEX: Two OEKO-TEX certifications exist; the first is the Standard 100, which guarantees a fashion product is non-toxic. The Made in Green badge does the same, while also showing that the product/brand meets the standards’ environmental and social requirements.
- Fair Trade: Indicates that the brand supports fair wages and provides fair and safe working conditions throughout its supply chain.
These are true badges of honour that build your faith in an eco-friendly fashion brand and show you that they walk the walk. If you’re looking to buy from a brand that makes so many bold eco claims – yet has absolutely zero evidence or certifications to back them up, then they’re probably guilty of greenwashing, and you should ignore them.
Excellent Clothing Durability
What good is an eco-friendly fashion brand if its clothes don’t last? This was a problem many of the first eco-friendly brands had; they wanted to use more environmentally-conscious materials, yet they lasted half as long as traditional clothing.
You’re not eco-friendly if you’re buying replacements for your wardrobe must-haves every couple of months. You need items that will last for years, so keep this in mind when looking for eco-friendly brands to buy from.
How can you be sure that their clothing is durable? If you’re able to view them in-person, then feel the material and see if you think it’ll last. Also, look at the washing instructions – if something is hand-wash only, that usually means it’s quite delicate and is unlikely to last. Most of all, check the reviews. What do other people say about the clothes? If everyone mentions that they tear or wear within a couple of wears, then you know to steer well clear.
Carbon Neutral Delivery (With Evidence)
You must consider all aspects of buying clothes when searching for true eco-friendly brands. Some might nail the production process and be really transparent – but they blow it when it comes to deliveries. They choose poor delivery partners, which means each delivery creates enough carbon emissions to ruin the brand’s eco image.
While 100% carbon-free delivery is borderline impossible – unless you buy from a local brand – you should look for carbon-neutral delivery claims. This is when a brand does things to offset the carbon emissions produced during shipping, and it normally involves planting enough trees to make up for the emissions.
A very good idea – but make sure there’s evidence. Look for certifications or explanations about how they offset delivery carbon emissions. If you can’t find any, then maybe the brand isn’t as eco-friendly as you thought.
It makes sense to shop at environmentally-friendly fashion brands, especially when you see how devastatingly bad the fashion world’s impact is. Let’s stand up and make a difference; look for these five signs the next time you’re shopping, and you’ll identify the most eco-friendly brands.
LL x
*This is a contributed post. As ever, all opinions are my own.
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