why you should reconsider calling yourself a #sustainable brand

This blog was written in collaboration with Chloe Hill - a recently graduated 1st Class Hons English student at Royal Holloway, the lifestyle editor of Orbital Magazine & freelance online fashion writer for Debut Magazine.

You can find my Instagram TV video on this topic here. 

What does the word sustainable mean to you?  

From one person to the next, it’s sure to mean something different. Even the OED definition seems vague when you consider the sheer lengths that this word can stretch to, especially in a world where it grows new meanings by the day. This in itself makes the word incredibly limiting, as it effectively opens yourself up to scrutiny and fierce criticism about where you’re falling down or ways that you miss the mark. 

Brands are eager to plaster themselves with the sustainable label. In a climate where we’re all consciously trying to do better environmentally, this comes as no surprise. However, as the word has become so saturated in the fashion industry, the meaning has blurred more and more over time. If you choose to call yourself sustainable without a vigorous fact check, there will always be someone ready to shout about what you’re not doing rather than what you are. Naturally, it becomes quite the minefield. 

From a strictly business-oriented perspective, it would be completely irrational to remove sustainability from your website – think of the SEO! But moving away from marketing yourself as a completely sustainable brand will go a long way. Of course, you and your customer understand that nobody is capable of single-handedly saving the planet, and those who try to cover all of the bases often end up doing less than if they chose to forward all attention to refining one approach.  

This is precisely what I would recommend – selecting one thing that you’re incredibly passionate about and directing all of your attention to it until you can confidently say you’ve perfected it.  

Here are ten examples of what you might choose to focus on: 

1. Local production and sourcing  

If you’ve watched The True Cost, you’ll know how dramatically figures have dropped in terms of local production over the years, where we now see third-world countries in the majority of clothing labels. Producing locally is a huge step forward for the industry, with so many people growing more and more mindful of the origins of their wardrobe contents.  

1. Small batch production 

Promising small batch production is a great step forwards for a fashion brand. Not only does it say no to mass production, but also promotes moderate consumption. Be confident in your items, like Patagonia, who offer a lifetime guarantee through their repair and amends service. The surge in capsule wardrobe collections and outfits centred around one staple piece show the consumer’s desire to buy less and make the most out of what they’ve got, so take advantage of it. 

1. Upcycling 

Upcycling is great for unused material. Rather than tossing it into landfill, try crafting it into something new. From t-shirts to tote bags, put your creativity to the test.  

1. Recycling  

Recycling is taking the fashion industry by storm, with more companies looking to make clothing out of recycled products, such as plastic and polyester. Always keep your customer in the know and remember to promote guppy bags. 

1. Organic fabric   

Being organic may not sound as catchy as calling yourself sustainable, but honesty means more than you may think in the fashion industry in 2020.  

1. Deadstock fabric  

Saving waste and creating something new at the same time is always a good place to start. Textile and garment factories often have heaps of leftover material, so although quantities may be limited, it could be perfect for a start-up. 

1. 100% natural materials 

While vowing to be 100% sustainable may seem impossible as a starting point, promising to use 100% natural materials is far easier to track. Saying goodbye to synthetics and focusing on natural materials has a really positive effect on the industry.  

1. Biodegradable materials  

Although the majority of fabrics and fibres will biodegrade, what’s important to consider is the time it takes and the environmental damage along the way. Research is key, but organic cotton, linen or hemp is a good place to start.  

Educate your customer along the way – if a 100% cotton top has polyester sleeve lining, let them know that this will need to be cut off before putting in a compost bin. It may seem like common knowledge, but every little piece of information helps.   

1. Vegan 

The UK plant-based market is enormous, worth hundreds of millions of pounds. What’s more, it just keeps on growing, with more people looking to adopt a healthier lifestyle, free from animal products and cruelty. Committing to a completely vegan brand is intuitive, kind and so well respected, with more consumers continuously searching for vegan alternatives at reasonable prices.   

1.  Zero-waste 

The final example of what you may choose to prioritise is a zero-waste strategy. From sourcing and production to the entire manufacturing process, only a handful of contemporary designers are passionate enough about zero-waste to pursue it completely.  

I really hope this article has helped to shine a light on why I believe labelling yourself as #sustainable isn’t always the clearest path to success for an eco-friendly brand. With so many variables to focus on, consider marketing your brand from a far more specific viewpoint. As you perfect each method, feel free to add more as a bonus, but being known for doing one thing perfectly has a far greater effect than attempting to do everything half-heartedly.  

Be specific, honest and transparent, and the rest will follow!  

If you have any further questions about this subject, please contact me either on socials or via email at hi@elizabethstiles.co.uk