The most transparent sustainable fashion labels besides Reformation: Everlane, Patagonia, Nudie Jeans, and more
While fashion still has a long way to go in reducing its enormous environmental impact (it is, after all, the second-largest polluting industry), the upward trend of sustainable fashion points towards a changing, more conscious mindset from both brands and consumers.
While it can sometimes be difficult for consumers to verify if brands who wave the eco-friendly flag are really as green as their slogans claim they are, there are also a rising number of brands that don’t need to rely on great marketing to put a spotlight on their sustainable ethos — they've been committed to the cause since the beginning and gladly place themselves under public scrunity. Below, we spotlight the fashion brands that preach transparency.
Brief history: Instagram-famous label Everlane was started in 2011 by Michael Preysman with the aim of retailing clothing with transparent pricing.
Their green credentials: On their site, products are listed alongside detailed information such as the production cost (materials, labour, transport, and more), the name and location of the factory, how the clothing was made, and Everlane’s pricing system as compared to traditional retailers. Everlane also audits partner manufacturers to ensure that they meet their standards on fair wages and reasonable working hours.
Where to find them: Everlane ships worldwide and has five stores in USA.
Brief history: Jakob Dworsky and August Bard Bringéus created menswear label Asket in 2015. The brand aims to create quality clothing that transcend trends and seasonal changes.
Their green credentials: Similar to Everlane, Asket is another label that focuses on price and supply chain transparency. Their items are all accompanied with information relating to traceability and the production process. To ensure customers get the best fit and maximum wear, Asket offers shirts in 15 sizes instead of the standard five (XS to XL).
Where to find them: Asket is currently only available online and they ship to Singapore.
Brief history: A big fan of well-worn denim, Maria Erixon founded Nudie Jeans in 2001 with the goal of making durable jeans that can stand the test of time.
Their green credentials: Since 2012, Nudie Jeans has only been using organic cotton to create their raw denim, as the material is sturdier and can be worn for longer periods while leaving less of an environmental impact than washed denim. The brand is also part of Fair Wear Foundation and Textile Exchange, two organisations that audits members’ supply chains for cleanliness and sustainability.
Where to find them them: Nudie Jeans is sold at The Denim Store in 313@Somerset.
Brief history: Patagonia was spearheaded by environmentalist Yvon Chouinard, a celebrated rock climber and environmentalist, in 1973.
Their green credentials: In their Footprint Chronicles initiative, Patagonia allows consumers to trace their supply chain operations from the farms and mills to the factories, with their partners’ information clearly detailed. Besides being committed to move toward using 100 percent recycled materials to reduce their toll on the environment, they also work with Fair Trade to ensure that workers are paid a sustainable living wage, and have pledged to donate one percent of their sales to environmental organisations globally. Patagonia’s Worn Wear initiative allows people to trade in worn pieces that will be repaired and sold to extend the lifespan of each clothing.
Where to find them: Patagonia has no physical store in Singapore but their e-commerce store ships here.
Brief history: Former head of Reformation’s innovation team, Jordan Nodarse, left the company to set up Boyish Jeans in 2018.
Their green credentials: On Boyish Jeans’s website, you’ll be able to find their annual sustainability report that lists the company’s initiatives to ensure fair wages and working conditions, the technologies they employ to reduce water and chemical consumption (such as using deadstock fabrics and recycled materials), and the carbon footprint left behind from production. Boyish Jeans is also a partner with 1% For The Planet, a non-profit organisation, and gives at least one percent of annual profits to support organisations that share their environmental values.
Where to find them: Boyish Jeans has no physical store in Singapore but their e-commerce store ships here.