What you need to know
Let’s face it: 90% of sustainable fashion brands would be sustainable for real if they stopped doing their collections.
Do you care about the planet? If you do, it must be clear that trillions of self-appointed “sustainable brands” that have oversaturated the market aren’t sustainable. Indeed, we came to this conclusion after years of visiting fashion exhibitions and showrooms, checking out lookbooks, and corporate and online communication.
Of course, sustainable practices must be embedded in the designing process and production chains. Most importantly, fashion degrowth must be planned to reduce the massive impact of the industry on the environment. But the point is that attention has shifted from clothing to too many words and much storytelling. And everything is about that: words and empty slogans. Why? Because these designers have nothing to say. Their design means nothing. Therefore, marketing gives these “sustainable brands” a reason to exist and an opportunity to do business.
Top brands vs sustainable brands
In the fashion universe, megabrands communication is all about sustainability. But we avoid listing all top brands’ sustainable activities we read daily because it gets embarrassing, if not unnerving. Then, we find designers and many new brands, who make a lot of noise talking about sustainable fashion, but in practice, they lose sight of their job. And what is their job? Making clothes, meaningful garments, and pieces worth buying in case people need something new.
Niche fashion #formodernhumans
But, in our fashion research, a tiny niche focused on its job has emerged. Here we can find those brands that offer intrinsic value in their design, beautiful pieces presented in a contemporary key. Also featuring refined details, quality fabrics and impeccable tailoring. Brands with a unique sense of style, a timeless aesthetic, edgy and always fashion forward, but absolutely far from mass production. Indeed, they let their design speak.
And so, without too many words, but through the value of their work, they show us sustainability almost achieved in practice.
In fact, designers part of the blah-blah-blah sustainable fashion brands bubble would better serve their cause and do a favour to the planet if they didn’t do their collections.