Why is sustainability so important for clothing brands?

The success of a business is no longer simply determined by profit margin and sales. In today’s world success is often measured by profit and purpose. According to Fashion Insiders, “success is when - what you create and how you make it happen leaves the world a better place.”


Sustainability is one of the ways brands can define their purpose, not only to help create a better world but for longevity. Increasingly we are seeing fast fashion brands being criticised for acting unethically as today's consumers take an avid interest into how a business operates, which ultimately affects their purchasing behaviour. In order to survive in any industry, your brand must be in tune with the current consumer and what’s going on in the world.


It’s safe to say that more and more people are concerned about sustainability, as Nosto surveyed 2,000 consumers and found that 52% of them said they wanted the fashion industry to become more sustainable. Out of those surveyed, the highest percentage for this change was between the age range of 18-24. Producing cheap and fast fashion in an unethical way is just not an option anymore. The clothing industry doesn’t have the best reputation when it comes to sustainability, but this can be changed.


How can you make a sustainable clothing collection?


There are three main elements to consider here:


  • Where will your clothes be made?

  • Who will make them?

  • What will they be made of?


Choosing the right manufacturer to make your clothes can be tricky, but here is a checklist of things to look out for:

  1. Location of factory - is it in the EU?

  2. How do they treat their workers - are they paid fairly, given flexible working hours?

  3. What kind of fabrics do they offer? Recycled fabrics? Where do they originate from?


Our factory is located in Bulgaria and we always put our workers first. They are paid a fair wage in line with EU regulation and given flexible working hours. We have a wide range of fabrics available, including recycled materials. We work closely with Carvico, an Italian fabric supplier, who offer an array of recycled/regenerated materials that are made from ocean pollution and recycled plastic bottles. Click here to learn more about the Carvico fabrics we work with.


Other ways to be more sustainable


There are also other ways in which you can increase your brands’ sustainability:


  • Reduce the amount of packaging or use recycled/sustainable packaging such as cardboard boxes or compostable bags

  • Create a recycling/reusing initiative, for example customers are able to send clothes back to you to recycle when no longer wanted


Do you want to create your own sustainable clothing collection? Click here to get in touch with us today.




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