The common phrase “Fast fashion” is used to describe the rapid and mass production of low quality, trending clothes, which often mimics the style of bigger brand names. Fast fashion companies are prone to keep quiet about sustainability within their marketing, due to the fact that they are very destructive to the environment, and a majority of their products are unethically made. Further than the negative externalities of these brands, they are also made up of “micro-trends” which last only a few months due to their unsustainable materials, before they are thrown from factories to closets, and then into landfills.
Sustainability in the fashion industry involves both the making of clothes, as well as the maintenance of them from the buyer. The fashion industry holds many degrading factors in the environment, from water and air pollution to the destruction of forests. The industry's heavy reliance on fossil fuels, unsustainable agricultural practices, and synthetic materials contributes vastly to harmful impacts on oceans, soil, and biodiversity. The extensive use of hazardous chemicals in textile manufacturing and unsafe working conditions for clothing makers in countries across the globe only further this issue.
Determining if a brand is ethical or not can be tricky, so here are a few examples of sustainable versus unsustainable clothing brands.
UNSUSTAINABLE:
A big sign for unsustainable companies is their lack of transparency about the production of their products. In many examples there is no evidence of brands minimizing unethicality due to this, which is a bad sign for consumers.
SHEIN
A SHEIN package arrives and an excited girl unzips the plastic bag, after waiting a long two weeks for her new wardrobe. Although, the clothes come different from the images and much poorer quality than advertised. With a following of 34 million across all accounts, SHEIN has been a growing brand due to their timeliness in following micro-trends. From bikinis to backpacks, SHEIN seemingly has it all. SHEIN uses few lower-impact materials, and has shown no evidence of them trying to minimize microplastic or eliminate hazardous chemicals in manufacturing. Additionally, there is no evidence that workers are paid a living wage, nor did they disclose safeguard policies during the height of COVID-19, to protect workers from the virus.
ROMWE
Owned by SHEIN, ROMWE is a similar scenario. Scoring a 0-10% on the Fashion Transparency Index, which is a tool to push brands to become more transparent in regards to their social and environmental efforts, ROMWE has a similar summary as SHEIN.
Princess Polly
The Australian brand “Princess Polly” sets their price points high, but their quality low. A wardrobe at that price is expected to be ethically produced, yet Princess Polly disagrees. Although they do use some recycled materials, they have done nothing to reduce their carbon footprint or limit other greenhouse gas emissions from its supply chain.
Zara
Zara is not considered a sustainable brand, although they have spoken out about changing their goals for sustainability in 2030 and 2040. Zara is a brand which revolves around the fast turnover of trends, making their clothes cheaply relying on materials like polyester, and boosting the cost to buyers.
SUSTAINABLE:
CHNGE
CHNGE is a brand that is based in the U.S. and promotes sustainable fashion. They use 100% organic materials that are produced to last a lifetime and fit into a wardrobe. Promoting inclusivity, their sizes range from 2XS to 4XL
Whimsy + Row is a brand also based in the U.S., with a mission to provide comfort and elegance to modern women. They use deadstock fabric and reduce packaging waste, as well as taking care of water resources. Most products range from an XS to XL.
Patagonia
Patagonia continuously speaks out in regards to their movement to use 100% renewable and recyclable materials. By 2040, they commit to reach net zero greenhouse gas emissions across the value chain. Patagonia’s transparency in regards to their goals is a big green flag in a brand.
Reformation
Reformation uses eco-friendly fabrics, vintage garments, and surplus materials, reducing waste and water consumption. Aiming to make sustainable and stylish clothing, Reformation actively works to reduce their carbon footprint.
Researching whether a clothing brand is truly sustainable is essential, as we all share a responsibility to contribute to a lasting and healthy planet. By understanding a brand's practices, we can make informed choices that support ethical businesses and reduce harm to the environment.
