We need to talk about intersectionality

When we talk about ‘sustainable’ or ‘ethical’ fashion, we have to talk about intersectionality. Brands must address social injustices as well as environmental issues in order to achieve the sustainability goals they have set. ‘Sustainable’ fashion involves issues like diversity and inclusivity, but they are often ignored. These topics are complex, but without them brands are simply being performative and not addressing the core issues that will make a real difference.

Intersectionality in sustainable fashion means discussing social factors as equal to environmental factors. It involves protecting people as well as the planet – people from marginalised communities, and those who suffer from the environmental consequences of fast fashion (mostly BIPOC).

We see brands including ethnic minorities in social media campaigns, but this is often performative activism. Without tackling the crux of diversity and representation, these marketing techniques are simply tokenism. This is clear when looking at who brands include on their social media versus the team that makes up the brand itself. This brings with it the topic of identity. In an article written by Celeste Scott, she discusses that in the attempt to inject diversity into the industry, the faces and voices used are usually ones that are palatable to a white audience (light-skinned/biracial).

Ethnic minority groups will struggle to find themselves represented in media, and if they are it feels tokenistic. Therefore when it comes to ethical fashion, intersectionality should be at the forefront alongside environmentalism. This means pushing boundaries and stopping the diverse ‘aesthetic,’ and truly advocating for representation throughout. If sustainable fashion does not do this, then it will have a hard time changing consumer’s minds. It needs to place inclusivity at its core and fight harder to create an intersectional industry. Scott addresses this, saying that ‘Radical inclusivity is about continually asking how we can cast the net wider, opening the space to many more walks of life. It’s about getting to a place where what we consider to be the “norm” in the fashion industry is characterized by a variety of skin tones, body types, gender expressions and ages.’

Intersectionality means constantly reviewing how we are fighting for social equality, asking the right questions, and ridding the industry of tokenism and performative activism. It means highlighting that as well as environmental issues, we need to be talking about social injustices and the importance of inclusivity from marketing to the people behind the brands we shop at.

‘We see brands including ethnic minorities in social media campaigns, but this is often performative activism. Without tackling the crux of diversity and representation, these marketing techniques are simply tokenism.’

S x

The cost of sustainable fashion

I’ve previously spoken about the privilege that comes with being able to afford to shop sustainably. People are often deterred by the price of sustainable fashion versus the cost of fast fashion. But, I truly believe that if you are able to afford sustainable fashion, then there is no reason why you shouldn’t.

If we look at why sustainable fashion is more expensive than fast fashion, then the price difference may be less of a shock. This post isn’t for those who have no choice but to shop fast fashion, but it’s for those who are actively involved in throwaway culture.

The demand for sustainable fashion is growing, but the majority of manufactured garments are for the fast fashion industry. There is a long way to go before demand affects pricing. If we begin to look at price tags and look at the real cost – environmental and social impact – then we may begin to see a further influx of people choosing sustainable.

‘Cutting costs = cutting corners’

Firstly, the big factor is manufacturing – because most sustainable brands are independent businesses that produce less, they have to sell for more. As said previously the cost is often seen as a deterrent, but because sustainable production isn’t the norm it costs more to manufacture sustainable garments. If we also take into account fair wages, and keeping environmental impact to a minimum, these costs begin to stack up. But, these higher costs mean you get higher quality items that will last longer, so it becomes a worthwhile investment.

Fast fashion has conditioned us to believe that clothes should be cheap. Behind the price tag there is slave labour, cheap fabrics, and bulk production. From sourcing to selling, each stage is extremely detrimental to the environment and those working within the production process. Cheap fabrics come from non-renewable fossil fuels and the people that create the garments aren’t paid for their labour. That’s what makes fast fashion so cheap. There is always someone/something paying for the lack of costs of fast fashion garments.

Sustainable brands are not the only option either. These brands can be very expensive, so it’s beneficial to look at what you already have and upcycle. As well as upcycling, sites like Depop and Vinted are great ways to shop and sell garments. These sites are full of extremely talented people that produce gorgeous garments and accessories and it’s a great way to branch out from Instagram trends.

As customer attitudes change, the industry must adapt. We are seeing a decline in the high street as many people turn to online shopping (particularly in the current climate). This has also led to discovering more innovative ways of shopping like rentals. E-commerce sites wastes 30% less energy than traditional retailers (Harpers Bazaar), and this supports the shift to an online shopping approach.

As demand grows, prices will reduce. Covid-19 has taught us all the importance of supporting smaller businesses and protecting one another, so now is the time to change your shopping habits to reflect this.

Sources:

The Good Trade

Harpers Bazaar

Edited

Sustainable Development and its Obstacles

The complexity of sustainable development sparks a lot of conversation within the fashion industry. The everchanging attitudes from businesses and consumers means that businesses are being forced to transition to more sustainable practices.

The impact of smaller businesses is just as valued and important as larger businesses despite the odds being stacked against them. The major obstacle for smaller businesses is expense. Transitioning to sustainable materials isn’t cheap, but the long term benefits are worth it. At first, smaller businesses may not be able to make the huge impact that bigger businesses can, but small changes and transparency will push them in the right direction and attract likeminded consumers. This transparency and drive to become more sustainable will gain trust from consumers who are now looking for ethical brands to invest in.

The covid-19 pandemic has put a pause on the industry’s shift towards sustainability; however, people who have been furloughed, made redundant, or working from home have more time to reassess priorities. The conversations surrounding climate change have been rife throughout this year and many consumers have had time to watch documentaries and read about sustainable practice. This shifts direction towards small and sustainable businesses, and in turn this will mean that other companies will follow suit.

Forbes‘ article highlights how the pandemic will force the industry to become sustainable. BCG’s partner, Sarah Willersdorf says the ‘global sales are down 30-40%.’ She continues by saying that despite sustainability being paused, the industry should use this time to strategise ways to accelerate it instead. It isn’t just consumers who have changed attitudes, but employees as well. More people want to work with likeminded companies, so it is now down to the companies to change. It’s time for the industry to move towards more sustainable practice and ‘secure its economic future.’

S x

(I’ve been quite absent from my blog over the past couple of months for various reasons, but during that time I was still contributing to Luxiders sustainable magazine and had another print article published with them. Head over to Luxiders to see what I’ve been writing!)

Brand watch: onbl

Founded in 2017, Owe Nothing But Love is already making moves in the fashion industry. As a young creative, Faisal is constantly learning to navigate such a challenging industry, but his determination and the talented team behind the brand are paving the way to a very a successful business. Supporting small businesses in this uncertain time is so important, so I sent Faisal some questions to find about more about ONBL’s latest relaunch.

How did ONBL start?

My brother, Tola, founded ONBL in 2017. He could no longer do it so I took it into my own hands and relaunched it as creative director and designer. Tola is in charge of the marketing aspect, whilst I work on the designing team with my girlfriend, Debbie.

When did you know you wanted to relaunch, and what was the inspiration behind it?

After a brief hiatus, I decided it was time to relaunch. My inspiration comes from the bible scripture Romans 13:8: ‘Owe no man anything, but to love one another.’ This scripture encapsulated everything I believe in. It highlights what humanity should be, [and] it communicates that loving one another is what you should do above all else. We wanted to spread that message of unconditional love through our minimalistic designs.

What challenges have you faced as a young entrepreneur in the fashion industry?

If I am being totally honest, one of the biggest challenges when relaunching has been finances. Given that I was fired during a pandemic, keeping finances up to support a business was extremely difficult. When the world was so unsure what the future would look like, seeing the light at the end of the tunnel was proving difficult at times. I had to learn to be patient and it was through this that I learnt the real meaning of trusting in God and His timing.

What is it like navigating such a challenging space?

It’s been difficult at times, but no less difficult than expected. Coming from a background with no experience in the fashion industry, it meant I made many mistakes. These mistakes often cost money and time, but I knew it was needed. However, it was exciting because I could feel myself growing and progressing as I learnt new things – and I am still learning.

What was the idea behind the relaunch promo video?

I wanted the promo video to be an accurate representation and introduction to the brand and what it’s about. We sample a great piece about love from the words of Kendrick Lamar, [which] immediately exhibits the ethos of our brand.

We’re living in such uncertain times, and it’s so important to support small businesses. How important is it to invest in small and black-owned businesses?

I think people often forget that big businesses were once small businesses. With the exception of hard work and dedication, they grow from engagement and support of others and I feel like that’s what we should do for one another.

Being a young black man from Peckham, I grew up in the midst of many black businesses and that has definitely had an influence on my love for the community. The way I see it is every industry is already challenging, why make it more challenging for a community that has already been put as a disadvantage by not supporting them?

What’s next for ONBL?

More love and more clothes man! We want to release more pieces, completing our A/W collection. In the near future, we’re looking to start some outreach programmes, connecting with charities that we’d love to support.

Socials:

Website: ONBL

Instagram: @owenothingbutlove

Twitter: @onblofficial

Thank you Faisal for answering my questions and I’m looking forward to seeing ONBL thrive!

S x

Let’s talk about Fatphobia

In an industry that prides itself on inclusivity and equality, why are plus sized people still being excluded? The lack of accessibility means plus sized people have no choice but to shop fast fashion. Sustainability isn’t only about environmental impact, but it’s about creating an accessible space for all.

On average, a woman’s dress size changes 31 times during adulthood. This is due to various factors including pregnancy, illness, and hormones. For a long time plus sized people have been excluded in the mainstream fashion industry, so why are we continuing this exclusion as the industry makes shifts to becoming more sustainable?

Plus size models are rarely used in media campaigns, but when they are it is often tokenistic. Body positivity activist and poet, Jade Elouise says “from personal experience, I think the way plus size models are treated on shoots is often with contempt and lack of consideration. I have been on shoots [that] didn’t have my size, leaving me with frumpy outfits or having to squeeze into garments that were too small.” This is a common story in the industry, with plus size brands not catering for 18+.

Jade Elouise, body positivity activist and poet

In an industry that doesn’t cater for plus sizes, it’s not a surprise that shopping second hand is near impossible for plus sized people. Vintage stores often only stock straight sizes, so turning to online shopping is the only viable option. However when plus sizes are available, the choice is limited. Jade thinks this lack of choice most accurately depicts the fatphobia within the industry; “clothes are limited in design, they are of a poorer quality, and many brands don’t go past a size 20, [claiming] it’s because the clothing costs more to make, yet they are happy to make oversized clothing in straight sizes.

There are sustainable brands like Kai Collective and Plus Equals, and pages on social media for second hand plus sized clothes, but for the most part plus sizes are still excluded in mainstream and most sustainable brands. One topic that came up with Jade was the ‘oversized’ trend. Some have an issue with this trend but Jade says this is a nuanced conversation. “Fashion should be fun and a way to express yourself, so it is difficult to ask people to limit themselves by only shopping to one set size.”

However, taking into consideration how your shopping habits affect others is vitally important. “People buying clothing in plus sizes to cut it down to size for themselves not only wastes materials in offcuts, but it completely removes that garment as an option for plus size people in the future. Someone wearing a plus sized garment as oversized and putting it back into circulation through donation or selling” is far better than cutting and reshaping a plus sized garment.

As we move into a more sustainable and circular fashion industry, inclusivity needs to be a priority. The ongoing fatphobia prevents progression; you can’t have sustainability without inclusivity. Sustainable brands and straight sized allies need to push for change to spark real change.

S x

Jade’s Socials:

Instagram: @bodiposipoet

Why are supply chains so hard to police?

In the UK, there are laws and regulations in place to prevent inequality within the supply chain. The Modern Slavery Act 2015 states that ‘every organisation carrying a business in the UK with an annual turnover of £36m must produce a slavery and human trafficking statement for each financial year of the organisation.’

But, these reports do not have to guarantee that the supply chains are free from slavery and human trafficking, rather they have to state what the organisation is doing to help put a stop to modern slavery in their supply chains. Bigger organisations tend to move to different factories internationally depending on the cheapest manufacturers, therefore it is almost impossible to police these supply chains. These organisations can create false audits and use loopholes to make it seem like there is no modern slavery within their supply chain when they actually have no idea. The Modern Slavery Act also only covers issues like slavery and forced labour, but other exploitative issues like underpayment and poor working conditions aren’t taken into account.

It’s clear that the UK employment and modern slavery laws aren’t up-to-date with the extent of supply chains used by fast fashion brands. This makes policing virtually impossible for governments as well as confusing workers who don’t understand their rights as employees.

After the Rana Plaza disaster in 2012, fashion brands promised to ensure that their supply chains were free from inequality. Previous regulations weren’t protecting workers and research has shown that there has been little to no improvement in supply chains despite newer regulations and promises made by big corporations. Cornell University’s latest research (as seen below) showed that brands, suppliers, unions, and governments didn’t know what to do to improve supply chains. They looked at the private and public regulation systems needed to improve supply chains, and found that in two countries, more than half of the 31,652 factory audits were falsified or unreliable.

The lack of effort to look into supply chains means that consumers aren’t aware of the inequality it took to produce their garments. Big corporations need to invest in innovative systems in order to effectively see the exploitation within their global supply chains. But, they won’t. Fashion can’t afford to wait around for consumers demand for sustainability to increase, they have to act now.

The coronavirus pandemic has massively affected the fashion industry, and worldwide recessions may deter corporations from investing in sustainability even more. Which is why it is so important that we have these conversations and continue to fight against the exploitation happening every day across the globe.

S x

Sources:

https://www.gov.uk/government/publications/transparency-in-supply-chains-a-practical-guide/transparency-in-supply-chains-a-practical-guide#:~:text=2.2%20The%20provision%20in%20the,financial%20year%20of%20the%20organisation.

Is sustainability a privilege?

Sustainability as a privilege is a conversation that has been prevalent on social media in the last few weeks. With more people discussing fast fashion, in particular Boohoo’s recent scandal, the debate surrounding who should be making a change has been called into question.

In short, yes, sustainability is a privilege. Ultimately, it is the big corporations and businesses that need to change in order to make a big impact on the world. However, as individuals, we can do our bit to shift society’s attitudes towards fashion and sustainability and address its huge inequality.

One quote comes to mind when discussing sustainability as a privilege; ‘we don’t need a handful of people doing zero-waste perfectly, we need millions doing it imperfectly.’ If you have the choice to shop sustainably, then we should be doing so. That is the key word – choice.

Being able to shop at sustainable stores, go to second-hand shops, and take time to research about sustainable options is a privilege. Recognising that it is a privilege and using your privilege to spread awareness is a step towards dismantling the unequal system, making sustainable fashion more accessible.

There are millions of people in the UK that have no choice but to shop at fast fashion retailers, and no choice but to shop at second-hand shops. Thrifting’s popularity has increased massively over the past few years, but it can be argued that this is the cause of the increase of prices.

It isn’t marginalised groups that have no choice shopping at fast fashion stores that are at fault. Statistics show that it is the poorest groups that have the smallest environmental impact, yet it is them impacted the most. Marginalised groups have been living sustainably for years – the clothes they buy from fast fashion stores aren’t thrown away after a few wears – they are kept, used, and upcycled when needed. 

We need to be focusing on businesses, corporations, and those in power who are in the position to make bigger impacts on the sustainable industry. But, as a person with the privilege to shop at sustainable shops and the privilege of having the platform to write about sustainability, I will make sure that I make steps towards making my personal life more sustainable.

At the Copenhagen Summit 2019, they discussed sustainability’s link to privilege. They said:

Serving consumer desires for newness in the form of fast fashion is not the problem. The problem is the unsustainable nature of the materials and processes used and the net effect on the planet. So the message seems to be that fighting biological urges is a folly while pursuing sustainable solutions central to the creation of fashion is what is urgently needed.

Sustainability is biggest in the luxury fashion industry, so already there is a large number of people excluded and unable to access sustainable fashion. This is unfair. Sustainable fashion needs to be accessible to all, and this ties back to privilege. If you can, do.

S x

Togoterre: embracing underestimation

June 2020. Six years in the making. Togoterre was first conceived as a way to express passion for Togolese heritage. Its founder, Josh, says Togoterre is something that is long overdue.

I am delighted to share Togoterre and knowing Josh through school and University, it’s an honour to talk to him about his journey, heritage, and passion.

During his early teenage years, Josh ‘always wanted to know more about [Togo’s] heritage and its history. This manifested itself into taking a liking for goods shipped from Togo, particularly [the] designs of clothing and fitments. Whether it be the shorts and top clothing set with Togolese design, to small ornaments that [he] could keep on [his] desk, anything made in Togo [he] took an interest in.’

Bag

AKPÈTÈ

Rucksack

SOUKOULOU

Togoterre has many meanings, but its core is about embracing culture and heritage. The country of Togo, located in West Africa, ‘is relatively unheard of. It’s one of the narrowest [countries] in the world, but much like the rest of Africa, it seems to be on the periphery of society.’ Togoterre teaches to embrace underestimation whilst highlighting the ‘talent, beauty, and lifestyle’ that Togo has to offer.

Togo’s Fimo228 festival showcased and celebrated the variety of African culture, and its capital, Lomé, is becoming the fashion capital of Africa. Togoterre brings this culture to the UK, celebrating its beauty through its handbags, accessories, and in the future, its clothes and fitments.

‘It’s about being appreciative of other’s way of life, as one person’s view of a minority is that said person’s majority.’

The eclectic mix of cultures makes Africa’s fashion very diverse. West African clothing in particular has distinct styles because of its long-established weaving, printing, and dyeing practices. Togo’s Fimo228 shows the modernisation of traditional West African clothing; keeping the colour and prints but making them more westernised, rather than traditional styles like dashiki.

Countries in Sub-Saharan Africa are one of the top destinations for the import of used/second-hand clothing. Whilst there are some positive impacts of this, there are big negatives. Some countries have banned the importation of used clothing due to the excessive amounts coming in. Importation also affects local producers and traditional clothing styles. It can be said that second hand clothes are replacing African textiles in some countries, and some see this as a loss of culture.

Togoterre uses West African styles and celebrates them, sometimes combining the traditional with western but never forgetting the colour, design, and textiles that make up Togo’s diverse fashion. It’s vitally important to continue to celebrate traditional clothing, as it not only preserves cultural heritage, but it unites people.

red fan

PAPAVI

This importance of heritage is seen within Togoterre and emanated through Josh’s words. Taking an interest in your heritage, ‘expressing it through creative means, whether it be fashion, music, [or] theatre’ is a way of understanding and appreciating. It’s clear that Togoterre is inspired by Togo itself, but familial influence played a big part – ‘without my heritage, I would not be as appreciative as I am.’

The brand launched on June 30th, and its biggest challenge currently is growth. But Josh says, ‘that is where the passion and perseverance has got to come in. I have to keep striving to get my brand out there.’ As well as brand growth, sourcing is a challenge but a rewarding one, ‘as it is not currently feasible to personally source the goods and materials, I rely on technology to keep in contact with family members who can relay findings and potentials.’ Picking the right designs is vital, and the plethora of materials and designs make these choices even harder. In the future, Togoterre is hoping to design goods that suit their wants and specificity – it’s an exciting prospect.

sports bag

FOURRE-TOUT

Its logo, a hippo, represents Africa, specifically Sub-Saharan Africa. The hippo ‘resonates in that it’s underestimated in its capabilities considering there is such a variety of species, and its notability of the Big Five animals.’

The passion that pours out of Josh and Togoterre shines through the pieces. It’s inspiring to see a brand committed to uplifting others. I’ll leave you with this quote from Togoterre’s website:

‘We are all about not letting the negative sentiments of others stifle your capabilities. At Togoterre, we embrace underestimation.’

Thank you to Josh and Togoterre for sharing their journey, and I’m looking forward to watching you thrive and grow.

Website: https://www.togoterre.com/

Instagram: https://www.instagram.com/togoterre/

S x

Sofia’s Connection: Ethical Jewellery

Ethical jewellery isn’t just about using recycled and sustainable materials. It’s about the care, craft, and creativity put into each piece by those sourcing, supplying, designing, and making.

Sofia is one of these people. I had the pleasure of asking her some questions about her brand, SofiasConnection, and what it takes to have your own ethical jewellery business.

textured cuffs

Hammered Silver Cuff Bracelet

Sofia started the brand when she realised she wasn’t living a life authentic to herself; ‘I had done academic degrees, was approaching my 30’s, and was completely dissatisfied. I questioned everything and began to dig deeper and figure out who I was, who I wanted to be, [and] where my passions lie.’

Despite being a creative individual, she was often deterred from pursuing creative pathways, in particular graphic and fashion design, being told to pursue something “more serious.” A few years ago, she ‘took a leap of faith and decided to learn the craft of silversmithing, something [she] always wanted to do, but never allowed [herself] to.’

Her creative nature and drive meant she threw herself into learning a craft that requires patience and intricacy, but it wasn’t until 2018 that she decided to create a brand and business from it. She describes SofiasConnection as ‘classic, an ethnic fusion, conscious, sustainable, and wild woman spirited.’ From her cuffs, necklaces, and rings, you can see just that.

Bracelet, necklace, and earrings

Hathor Ear Jackets, Hathor Tourmaline Cuff, Lozen Cuff Bracelet, and Collarette Collection

There are always challenges when starting your own business, let alone a sustainable brand. Finding sustainable materials is difficult, and this is one of the biggest challenges Sofia has faced. ‘I want something completely zero waste, but with the standard of my pieces, I have to have suitable protection in the boxes. Currently, the only option for this [are] foam inserts, which unfortunately, are not zero waste. I am actually still trying to find another option and [I’m] in conversation with somebody about creating a better option to bring to the market.’

Sourcing sustainable materials can be quite limiting, ‘I use precious materials only, and not all options required for custom pieces have been [made] available in this way. I also haven’t found a supplier for recycled Argentium silver yet (hypoallergenic silver).’ Despite not yet being able to find a supplier, Argentium silver is kinder to the environment than sterling silver, as less chemicals are used in its process.

Sustainable value is really important, and any obstacles haven’t hindered Sofia in her mission to produce high quality, ethical jewellery. Not only do her suppliers have recycled options, but Sofia’s ‘Maya Collection’ was inspired from her wanting to make use of scrap metal leftovers – ‘all the pieces have been largely made from melted down silver or gold that I’ve refashioned into the pieces of this collection.’

Maya Collection rings

Maya Collection Gold and Chunky Silver Ring

Maya Collection necklace

Maya Collection Pendant Necklace

When it comes to diamond mining and trading, there are lot of detrimental social and environmental impacts. Most notably, the children forced into mining. Other detrimental impacts include physical and sexual abuse, poor working conditions, as well as soil erosion, deforestation, and the destruction of ecosystems.

SofiasConnection uses lab grown diamonds due to the state of the mining and trading industry. Her supplier in Antwerp cultivates stones in a lab, and ‘the natural environment in which crystallised carbon in diamond cubic form grows, is simulated. So, you get the same gorgeous stones, with the exact same physical properties, same luxurious sparkle, without harming the earth.’

At first, she was sceptical. But she ‘compared them with cubic zirconia (synthetic stones) and they are far superior, and identical to natural diamond. They are slightly cheaper, but not by that much, [which] gives you a sense of their superb quality.’

Maya collection blak rigns

Black and Gold open Maya Ring with a 3 Stone Diamond Stacker

The production happens in her garden studio. Silversmithing involves toxic chemicals to remove any tarnishing, so Sofia has been experimenting with a natural solution – vinegar and bicarbonate of soda.

Two years after starting her brand, SofiasConnection is now nearly 100% circular in its production. She says ‘I’m constantly learning though, and always trying to improve, whether in my work or private life. Suppliers has sent things wrapped in a whole load of plastic which is frustrating, but I never fail to give them a piece of [my] mind. The biggest supplier now uses paper or biodegradable plastic because of customer complaints.’

‘Individuals really can make a difference, and it is so great to see the sustainable fashion trend going mainstream.’

Her newest collection, the Collarette Collection, was developed due to the lack of ready-made recycled chains for pendants. ‘I had the idea for the collarettes as neck jewellery because I can make them from 100% recycled materials.’ Most of this collection is available on the website now.

SofiasConnection works mainly on a made to order basis, apart from a few items that are in stock on her website. In September, Sofia will be reopening made to order as she is on a well-earned break. But her website still has some items in stock.

Thank you to Sofia for answering my questions and opening my eyes to the world of ethical jewellery. SofiasConnection is proof that you can create high-quality, gorgeous pieces whilst being mindful of the environment.

Website: https://www.sofiasconnection.com/

Instagram: https://www.instagram.com/sofiasconnection/?hl=en

S x

 

What is Greenwashing?

What is greenwashing?

Brands capitalising on ethically sounding pieces due to the demand in sustainable products is greenwashing. It’s a marketing technique taking advantage of the growing popularity of sustainable/ethical products, and using this to increase sales without  actually being sustainable or fulfilling their claims.

H&M sustainable summer dress range 

Three days ago, Grazia reported that H&M’s new range of sustainable summer dresses is already set to be a summer sell-out. Although a sustainable range may seem like progress, it is in fact just performative.

I was happy to see that the comments on Grazia’s post were full of people calling out H&M for its greenwashing. This range is a prime example of using buzz words like ‘sustainable’ and ‘ethical’ to lure people into buying things they believe are environmentally friendly. But, we have to remember that brands with ‘conscious/ethical’ lines are still fast fashion, and this ‘awareness’ is not carried across to their other lines.

Sustainability isn’t just about recycled products, it’s multi-faceted and involves the whole supply chain (manufacturers, suppliers, distributors). Selling a ‘sustainable’ dress for £20 immediately brings into question who has made the garment, how much they are getting paid, and where exactly the materials are sourced from. Promoting a range solely as ethical because of recycled materials is false and misleading.

Other fast fashion brands like Pretty Little Thing, Primark, Zara, and Topshop have ‘conscious’ clothing lines, jumping on a bandwagon to appear like they care. But, the profits from these ‘sustainable’ lines goes straight into a business filled with unequal and environment-destroying practices.

Good On You

This app is great if you want to find out which brands are sustainable. The app gives overall ratings to each brand, as well as ratings for labour, environment, and animal. They give a detailed analysis and offer alternatives if you’re looking for something more sustainable. It launched in Europe in June 2018, but it is improving its system constantly, providing up-to-date information. I really recommend this app, it has made my sustainable journey a lot easier!

I wanted to show you how the app operates and thought I’d take a look at H&M and Topshop:

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Greenwashing is easy to spot. Take a look at the brand’s transparency, accountability, whether they have a range of sustainable lines rather than a single one, do they use buzzwords or do they provide evidence supporting their claims, and look out for any certifications that prove that they are sustainable!

S x

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