Fast fashion sucks. It hurts the environment, animals and people. The fashion industry is the second most water-intensive industry on earth. Burning left over stock is not a cruel exception. It's the norm. The whole industry is kinda shit tbh.
So we aim to do it differently. 🥁
Our materials are GOTS or OEKO-TEX certified. We sample as little as possible and avoid gimmicks like hangtags (ever noticed how you open a package and just throw away half of what’s in it?). We produce close to home and don’t produce too much, just because it’s cheaper. We try to avoid materials that cannot be recycled.
In Germany we partnered with DHL Go Green, our website is low impact, our bank is green. Returns are not free (for the environment). We provide customers with as much info as possible (sizing charts, how it fits, the whole shebang), so they know what they are buying. Our quality is fantastic, our products are checked and our tops are pre-washed, so that the size is the actual size and we can lower the number of returns.
Big parts of the industry realize that consumers are catching up, changing their priorities. Instead of changing their actual business accordingly, they colour their hang tags green and throw around terms like “conscious”. Pretending is easier than actual change. We don’t do that. We are transparent about what we are and what are not (yet).
How to identify greenwashing
- Vagueness is always a bad sign. When brands state that they’re "sustainable" and "ethical" without specifically stating what they do, it’s often just greenwashing.
- The louder, the more questionable. If a brand uses bold words and expensive sustainability campaigns to portray their sustainability efforts, it's often just a smoke screen to hide their unethical behaviour.
- Conscious collections. When a brand offers a small sustainable collection, while still producing tons and tons of unsustainable garments, you can definitely tell it’s greenwashing (also called a "green halo" effect).
- Single focus on materials. When a brand focuses on environmental sustainability (by using semi-sustainable materials), one can doubt if they're really responsible. Social sustainability and ethical production is equally important.
- Vague long term goals. Promises like "we aim to be fully sustainable by 2030" lack accountability.
How to identify actual effort
- Honesty and transparency. Sustainability is a process: brands can't change overnight. However, when a brand is transparent about their progress and challenges, it usually means they're actually committed.
- Look for standards and certifications. Certifications like the Global Organic Cotton Standard (GOTS) are often indicators of responsible and ethical behaviour. However, always stay critical. Certifying bodies are greenwashing too! Remember Seaspiracy?
- Multi-focus: it's a good sign when a company tries to implement sustainability in all business areas: from materials and production to transport and packaging.
What can I do?
Underwear shouldn’t be cheapter than coffee. Check out OrganicBasics.
Preferably directly to a friend or family member.