There are so many possible areas to consider when searching for sustainable brands. Here are our favourites:
1. Is sustainability information listed on their website as a first reference? At a minimum, this should include where garments were made, who made them, materials used, ethical trade agreements, and supply chain transparency. If these aren’t visible we recommend contacting the brand for more information.
2. Does the brand publish evidence that they have close relationships with, and detailed insights about, all suppliers? The closer the relationship, the more likely the brand is actively taking measures to ensure the people who make their clothes are treated fairly. Look for relationships with not only production suppliers, but further down the supply chain. Does the brand know and share with you, for example, where their cotton is farmed?
3. Does the brand publish evidence that they are producing in the most environmentally way possible, or trying to mitigate their environmental impact?
4. Does the brand invest in research, innovation, and effective community initiatives that work to improve the fashion industry and lives of the people in it?
5. Do trusted 3rd parties rate the their social and environmental claims? B Corporation, Good On You, and The Ethical Fashion Report are a few of the most credible sources. With these resources you can clearly see the strengths and weaknesses of brands (before you buy) in the areas that you value most.
6. Look out for Greenwashing! A manipulative marketing trick that brands use to make them seem more sustainable than they are. If they are missing important details and do not seem genuine, they probably are not.