It’s no secret that the fashion industry needs to do more in terms of its sustainability focus and the damage it is causing to the environment. Some brands are making more of an effort than others, while the rest are simply enjoying the halo effect of claiming to be socially and environmentally friendly, when in reality, they could do far more.


The fact remains, fashion and the waste it causes is a humongous issue. The statistics don’t lie either. One look at the American market, for example, shows that a person generates around 75 pounds of textile waste every year, which is a depressing increase of more than 750% since 1960. Nobody is expecting brands to suddenly tackle this in a week or two either. Such a huge issue requires a detailed plan which can be executed over time, but sadly not enough is being done overall.


Instead, we’re being swamped with marketing campaigns and endless fluffy jargon, accompanied by a selection of misleading images which apparently highlight a specific brand’s work around the issue. Thankfully, though, there is hope, thanks to the rise of a selection of sustainable fashion brands in recent times. As consumers, if we can endorse these brands and show off their latest creations, then it can only be a good thing.


Naadam doing fantastic work

One such brand which is doing excellent work in this area is Naadam. A direct-to-consumer company, Naadam works with herders in Mongolia to source its cashmere directly. As a result, no middleman is required, and the brand can create high-quality products at a much lower cost. Naadam gives back to the community, too, providing the herders with liveable wages and,therefore, a better life. In the developed world, we tend to look at fruit as exotic and alluring. When developers create fruit-themed slots for the online casino market, the idea is to capture bright and breezy imagery. But the reality of where fruit comes from to hit our supermarket shelves is a lot darker.

Naadam is enabling Mongolian locals to plant more crops and bear more fruit in the process. Communities are being changed as a result, and a range of high-quality tank tops and sweatpants – alongside a whole lot more – is being produced, also. Everybody wins.

A lifestyle brand based in California, Outerknown was founded in 2015 with a clear aim of being sustainable and making a difference. John Moore, the brand’s creative director and founder, teamed up with Kelly Slater, a prolific world champion surfer, with a clear ethos of being sustainable and leaving no waste behind. To achieve this, Outerknown makes sure all of its resources are either replenished or reused, therefore eliminating any waste and pollution in the process. The range of products on offer is excellent too, with the brand’s jumpsuits and sweatshirts going down a treat.


Adidas playing its part


This might come as a shock to some, but even Adidas is playing its part in the race for sustainability in the fashion industry. The brand certainly hasn’t done enough in the past, but it is making noticeable changes with its sustainable activewear in the present. The brand is on a mission to put an end to plastic waste and has teamed up with Parley for the Oceans to make sure it incorporates recycled plastic debris and certified fabrics into its designs moving forward. Adidas has also pledged to remove all virgin plastic from its items by 2024, which can only be applauded. Nike and the rest, take note.


If shoes are your thing then Nisolo is a great option too. The direct-to-consumer leather goods brand offers a range of ethically made shoes and accessories. Nisolo also strives to create a healthy working environment for its army of employees and offers living wages.


Other sustainable brands worth checking out are Veja, Cariuma, Reformation, Lacausa, and Mara Hoffman.


Published on Holr Magazine