There are many brands out there that are now claiming to be sustainable but which brands are actually carrying out ethical practices? It’s hard to know for sure, especially as so many giant corporations and fast fashion retailers are promoting sustainability yet still sell garments made from polyester for under a fiver. Here are some designers I have discovered recently who are independent and putting sustainability at the forefront of their business plan.
BOTTLETOPBAGS
I recently discovered Bottletop Bags when I began researching sustainable companies for a commissioned shoot for Phoenix Magazine. This company is really inspiring as they have grown massively in recent years which actually stemmed from a collaboration with Mulberry. Having worked with the products, I can say that the pieces are made exceptionally well and are ideal for a luxury fashion lover without the guilt of destroying the planet.
Esthé is a brand which I fell in love with as soon as I spotted their Instagram feed. They are a family run business which uses both recycled and sustainable fabrics to produce the garments. In addition, they also work to a made-on-demand structure in order to reduce waste and fully commit to ethical production.
Lastly, the small independent brand was brought to my attention by my college tutor is O-Pioneers. The brand follow the mantra of ‘not just saved for best’ and it really made me consider all the pieces I have bought in the past that I have saved for special occasions, when in reality I just never wear them. The clothing from O-Pioneers are made with not only quality in mind but also with purpose as many of the dresses include pockets which makes them ideal for everyday wear.
I recently read an article in the Guardian* that stated that the British public will spend £2.7 billion this summer on outfits that will only be worn once. Additionally, wedding guests will spend an average of £79.76 on a new outfit for summer weddings. I like to think of myself as a sustainable fashion consumer as I often shop vintage, regularly use Depop to buy and sell second hand clothing and have cut back on meaningless purchases. However after reading the article I realised I am one of these people having spent an average of £81 on wedding outfits I don’t plan to wear more than once. A majority of consumers are now making a better effort to recycle their waste but how many of us are making these decisions when it comes to fashion?
Sweden are leading the way in sustainability by cancelling Stockholm Fashion week in order to support the future of fashion, as well as, the planet. Originally I felt I was doing my bit by reusing plastic bags, living my full life being vegetarian and smugly recycling all waste but I had genuinely never considered the fact that buying one off pieces could contribute to destroying the environment. After doing more research I discovered #30Wears campaign created by Livia Furth who is the founder of a company which certifies brand for their sustainability (Eco Age). This campaign encourages people to only buy an item if they know they will wear it again, ideally 30 times or more. Now at first I thought wearing an item 30 times seems excessive but if we really think about it, we all own a pair of jeans we have wore over 30 times in our life time so why can’t we apply this idea to all of our purchases?
Therefore I have decided that I am going to challenge myself to wear and style newly bought pieces 30 times (or at least as many times as possible) to try to cut out fast fashion in my wardrobe.
So, I’ve been in London approximately 4 days now. I feel like so much has happened already but that’s London life and everything moves 100 miles an hour and to be honest the reason why I’m here. If anyone tells you packing up your full life and moving is easy they are lying! Frantically pulling my overpacked case up and down the tube stairs whilst sweating more than in a hot yoga class to then being locked out my flat was definitely not the easiest of transitions. The next day I organised an meeting for a potential internship however the day started by spilling a pan of hot oil down my arm and then getting caught in torrential rain! The last two days have been spent catching the half 8 DLR to Canary Wharf to get to work which I was originally dreading as everyone tells you rush hour in London is horrific but honestly it isn’t any more busy than any other city. However, the DLR is so much more chilled than the tube (yes I now say tube because I’m now a wank that lives in London).
This weekend I went for a wander round the East End vintage shops and then headed out for dinner and drinks! On Sunday I did my weekly shop (changed days from spending every Sunday in bed ridiculously hungover!) then ended my day by going to the Victoria Park food market where I ate some amazing veggie dumplings and overall had the best time trying to decide what food to try.
This week has been pretty busy/stressful at times but reflecting over it I have done more in one week here than I would have ever done in Glasgow (including writing this post) and I feel the opportunities are endless. I realise it’s only the beginning and I know there’s going to be many more challenges along the way but I can’t wait to see what’s in store..
