Eco-friendly fashion brand

1. Eco-friendly brands
Eco clothing refers to all clothing that
has been manufactured using
environmentally friendly processes. It
includes organic textiles and sustainable
materials such as hemp and non-textiles
such as bamboo or recycled plastic
bottles. It also includes recycled
products (clothes made from recycled
clothing including vintage, textile and
other materials and can also be termed
re-used) and is not necessarily made
from organic fibres. Organic clothing
means clothes that have been made with
a minimum use of chemicals and with
minimum damage to the environment
and fair trade is intended to achieve
better prices, decent working conditions,
local sustainability and fair terms for
farmers and workers in the developing
world”
Overview:
Many consumers thought that
eco-friendly fashion simply meant the
designer or manufacturer was using
natural instead of man-made raw
materials. Recently, a wide range of
environmental organizations have
created public awareness by addressing
issues such as climate change and the
depletion of natural and human
resources. As a result, this has led to
consumer advocacy, which enables
customers to purchase fashion with more
than just the garment’s price points on
their minds. Through a variety of
information sources and new-social
media venues, such as Facebook,
consumers are being educated in regard
to global fashion brands and the brand’s
mission related to sustainability. As a
result, consumers are starting to apply
pressure to produce better products that
address environmental and social issues.

2. In many cases consumers are ready to
change their buying decision based on
the willingness of the newly selected
brand to help save the environment and
adhere to social compliance rules. Proof
of this was easily found in this year’s
Première Vision exhibition. With 700
exhibitors from 28 different countries,
this is, without a doubt, the
world-leading textile event. The
exhibition showcased industry experts
and a wide-range of textiles that also
included innovative eco-friendly options.
Some of the eco-friendly textile options
available for fashion designers and
merchandisers to source for their brand
included:
⚫ Milkofil, fabrics and yarns, which
are innovative, organic and healthy
yarns derived from milk.
⚫ Ingeo fabrics, which is a corn-based
fabric; it is actually the world’s first
man-made fibre from 100%
annually renewable resources
⚫ Flax (linen), which is very
ecological, flax cultivation is among
all textile plants the most
environmentally friendly
⚫ Crabylon, fabrics that are
derivatives of crab pulp
Facts About Fashion
1.Term Of Water consumption:
⚫ It takes about 2,720 litres of
water to produce just one
cotton shirt – a number
equivalent to what an average
person drinks over three
years. (EJF)
⚫ It takes about 10,000 litres of
water to produce enough cotton
for a pair of jeans. (WRAP 2011)
⚫ The volume of water consumed by
the global fashion industry is 79
billion cubic meters equivalent to 32
million Olympic-size swimming

3. pools. (Global Fashion Agenda
2017)
⚫ Researchers anticipate the
industry’s water consumption
will increase by 50% by 2030 as
cotton producers are located in
countries suffering water stress,
such as China and India.
(Global Fashion Agenda 2017)
⚫ It takes about 170,000 litres of
water to grow a kilogram of
wool. (Julian Cribb ‘The
Coming Famine‘ 2010)
⚫ Each year 1.3 trillion gallons of
water is used for fabric dyeing
alone. (World Resources
Institute 2017).
2.In Term of Pollution and
microfibres:
⚫ Garment manufacturing
accounts for 20% of global
industrial water
pollution. (World Resources
Institute 2017).
⚫ About 1,900 synthetic plastic
microfibers per garment are
released when washed and due
to its tiny sizes and shapes,
aren’t caught in waste water
treatment and enter our
oceans. (Browne et al. 2011a)
⚫ 1.4 quadrillion microfibres are
estimated to be in the ocean as
a result of laundering
clothes. (Elle MacArthur
Foundation 2017).
⚫ Of the 2,400 substances used in
clothing manufacturing,
researchers found that
approximately 30% of the
identified substances posed a
risk to human health. (Elle
MacArthur Foundation 2017).
3.Textile fibres and fabrics:
⚫ 63% of textile fibres are derived
from petrochemicals. (Lenzing
2017)
⚫ Approximately 8,000 synthetic
chemicals are used throughout
the world to turn raw materials

4. into textiles. (Alternatives
Journal 2015)
⚫ Polyester and cotton dominate
the global textiles and fibre
market, 51% and 24%
respectively (Lenzing, 2017)
⚫ Approximately 300 million
people who produce cotton are
still living in poverty. (Fairtrade
2017)
⚫ Making one kilogram of fabric
generates an average of 23
kilograms of greenhouse
gases. (McKinsey 2016)
⚫ Less than 1% of material used to
produce clothing is recycled
into new textiles and
fibres. (Elle MacArthur
Foundation 2017)
⚫ Water-thirsty plant cotton
linked to water depletion,
accounts for 30% of all textile
fibre consumption. (McKinsey
2016)
⚫ Although the cultivation area of
cotton covers only 3% of the
planet’s agricultural land, its
production consumes an
estimated 16% of all
insecticides and 7% of all
herbicides. (Greenpeace 2017)
⚫ By 2030, it is predicted that the
fashion industry will use 35%
more land for cotton, forest for
cellulose fibres, and grassland
for livestock. (Global Fashion
Agenda 2017)
!!!CONSUMER IMPACT of green fashion!!!

5. Despite the challenges,
sustainability and
profitability can co-exist.
“It is absolutely possible to build a
profitable and sustainable and
responsible ― ethically and socially ―
fashion company,” he said bluntly. “It
is 100 percent possible. The math adds
up. I’m looking at the math every day.
it is definitely doable.”
Kotn and Reformation, both of which
are essentially paving the way for
smaller brands like People’s Product to
succeed in the world of ethical and
sustainable fashion, prove Helali’s point.
According to a story published
by Business of Fashion, Reformation,
which was founded in 2009, has grown
an average of 60 percent year-over-year
since 2014 and brought in an estimated
$100 million in revenue in 2017.
Meanwhile, Kotn has seen a 37 percent
growth month-over-month since
launching in 2015, according to Forbes,
and this year expanded into the United
States with its first brick-and-mortar
store in the country. Kotn also has a
physical store in Toronto and will open

6. one in Vancouver, Canada, in November
2018.
Even our family and friends are
confused about prices. They’ll go to the
mall and see cheap things and they’ll ask,
‘Why does your stuff cost so
much?’Chelsea Mazur, co-founder of
People’s Product
Sustainable Fashion
Brands Explain That
Yes, They Can Be
Profitable
“It is absolutely possible to build a
profitable and sustainable and
responsible ― ethically and socially ―
fashion company."
The fashion industry is, hands-down,
one of the most wasteful industries in
the world. And while the demand for
sustainable and ethical fashion is
continually growing, wasteful
fast-fashion brands are still dominating
the market.
Stores like H&M, Zara and Forever 21
are constantly updating their inventories,
offering affordable new designs
regularly and, in turn, allowing
consumers to stay up to date with the
latest trends.
Eco-friendly Fashion Brands Are:-

7. 1. Patagonia
Ethics: Fair Trade Certified collections,
organic cotton, environmental
sustainability.
Best for: Fair trade outdoor clothing.
Patagonia has been dedicated from day
one to the protection and
preservation of the environment. The
outdoor living brand uses recycled
materials and organic cotton to make
their clothing with a high portion of their
materials, including their polyester,
nylon, and wool, are made from
recycled fabrics. The California based
company also made ground-breaking
strides when it came to their labour
policy by committing to trace and audit
almost all of their facilities, publicly list
their suppliers and ensure that any
subcontracting adheres to code standards,
for which they received the second
highest rating in the 2017 Ethical
Fashion Report.
2. PEOPLE TREE
Founded in 1991, People Tree is a
pioneer in sustainable Fair Trade fashion
and invests heavily in positive
environmental and social impact.
Advocating for more than just fair
wages, People Tree mentors producers
to hone their skills and strengthen their
business acumen. The brand’s refined
styles are made of natural materials
using traditional skills combined with
low-impact, environmentally-friendly
technologies.

8. Based in London, People Tree has
been a pioneer in sustainable fair trade
fashion since 1991.
At a time when the fashion industry was
moving towards mass-manufactured
products and the use of synthetic
materials, People Tree went in the other
direction. Rather than jumping on the
mass-manufacturing bandwagon,
Founder Safia Minney focused on
traditional artisan skills such as hand
weaving, knitting, block printing and
embroidery. Instead of synthetics, the
brand used organic fabrics and natural
dyes to create their designs.
The result is beautiful — People Tree’s
collections use vibrant V&A inspired
patterns and contemporary designs to
create exclusive, innovative pieces. And
the great part? They haven’t had to
compromise on their ethical,
eco-friendly stance when it comes to
production or the materials they use.
Garments are made from eco-friendly
fabrics such as organic cottons (their
main fabric, making up 83% of their
2017 order), responsible wool,
and Tencel — a biodegradable,
sustainable fabric made from wood pulp.
People Tree also partners with producers,
farmers, artisans and other workers in
developing countries to ensure positive
social impact through support, fair
wages, and good working conditions.
3.Reformation
puts sustainability at the core of
everything it does, designing adorable,
edgy clothes through efficient and
eco-friendly technologies and practices.
These include green building initiatives
and minimizing energy, water, and
waste footprints. Locally sourced and
screened suppliers provide the materials
needed for each piece. Ready to shop?
You can earn Reformation credit by
sending used clothes through
the Reformation x thredUP

9. upcycling program. A cleaner closet
and guilt-free shopping?
Ethics: Uses sustainable fabrics,
purchases carbon offsets, pays living
wages.
Best for: On trend eco-friendly fashion.
Reformation is one of our favourite
brands and their dresses are a
must-have staple for any girl’s
wardrobe. Their clothing is made solely
from sustainable and up-cycled
materials in a fair wage
environment. The people at
Reformation put sustainability at the
core of their business and operate with
complete transparency, sending out an
annual sustainability report to
customers.
4. STELLA MCCARTNEY
A pioneer in sustainable luxury, Stella
McCartney’s mission is to positively
impact its supply chain from start to
finish. Not only is this brand as chic as
chic can be, its sleek design ethos offers
innovating stylish and
environmentally-friendly alternatives to
leather and fur. They are leader in the
space when it comes producing
cutting-edge alternative materials that
will stand the test of time.
Stella McCartney has long been an
advocate for ethical, sustainable fashion.
The designer has placed great emphasis
on having a positive effect on both the
fashion industry and the world, through
reducing our environmental impact on
the planet, and social sustainability by
creating a fair and respectful supply
chain.

10. Not only has McCartney created a
hugely successful fashion house; she has
created a vegetarian brand. The fashion
house doesn’t use any leather, fur,
feather, or animal skins. At the time, the
industry didn’t think that a luxury
fashion brand could be created without
using fur or leather. Yet Stella
McCartney has proved everyone wrong
and managed to create inspiring and
innovative lines for both catwalk and
wardrobe, season after season.
McCartney continues to work hard to
combine fashion with environmental
conservation, as shown in her
thought-provoking campaigns.
5 .Alternative Apparel
Alternative Apparel is a fashion
brand that creates eco-friendly, ethical
basics for men and women. Their style
is simple and modern, comfy and
versatile.
All of Alternative Apparel’s garments
are made with sustainable materials —
using organic cotton in place of
conventional cotton, and recycled
polyester and plastic bottles to create
soft eco-fabrics. Their processes are
pretty eco-friendly too, using non-toxic,
low-impact dyes and water-conserving
washes to make the end product.
Alternative has gone a step further and
paired their eco-friendly clothes with
equally eco-friendly packaging, which

11. they say annually saves 2,100 trees, 400
cubic yards of landfill, 860k gallons of
water and conserves 120 tons of CO2.
6. Amour Vert
Amour Vert is a California-based
fashion brand with a difference. Their
garments may look effortlessly cool and
carefree but behind the scenes, this
fashion brand is working hard to ensure
they stay eco-friendly and
harm-free.After finding out that the
fashion industry is one of the top
polluting industries in the world, Amour
Vert set out to make a difference with
their production methods and fabric use.
Production is precise to ensure no excess
waste, and 97% of their clothing is made
locally in San Francisco to reduce
transportation needs and their overall
carbon footprint. You can even meet
their factory partners here on their
“About” page.Much like TOMS’ “one
for one” model, Amour Vert practice a
“buy a tee, we plant a tree” concept.
With every purchase of an Amour Vert
tee-shirt, they plant a tree in North
America (using a trusted partner). The
result? Over 200,000 trees have been
planted (to date), and 21 reforestation
projects supported. Pretty impressive.
7. Finisterre
Based in Cornwall in the
UK, Finisterre is a brand inspired by the
sea, style, and reducing harm to the
earth’s eco-system. Since shifting their
operation to Shopify Plus, the brand
have found greater success by
showcasing their many sustainability
initiatives via documentary-style
coverage.
One of Finisterre’s most successful
initiatives is swimwear made from
discarded fishing nets and other waste
material. The range has been designed
specifically for surfers, and 10% of
profits from each sale goes
towards Surfers Against Sewage.
With the sea playing such a huge part in
inspiring Finisterre — their workshop is

12. perched on a clifftop next to the sea —
so it’s great to see that they are doing
their bit to reduce plastic waste in our
oceans.
Their products (which range from
waterproof jackets to swimwear to cord
dungaree dresses) are both practical and
fashionable; designed with longevity
and durability in mind. While every
garment channels a relaxed and call vibe,
with just a hint of the surfer aesthetic.
8 . Matt & Nat
Matt & Nat (short for “Material and
Nature”) is a cruelty-free fashion brand
that uses 100% vegan and sustainable
materials.They’ve created stylish yet
ethical products such as handbags,
backpacks, belts and shoes — so you
can match your eco-friendly clothing
with equally eco-friendly
accessories.Matt & Nat’s material use is
fascinating: the linings of all bags
created by the brand are made out of
100% recycled plastic bottles, and they
incorporate sustainable materials such as
recycled nylon, cork and vegan leather.
9. KITX
Ethics: Traceability and non-hazardous
materials, garment manufacture
transparency, garment aftercare.
Best for: Sophisticated pieces.
KITX was founded by Sydney based
designer Kit Willow, who creates truly
stunning and sophisticated pieces. The
cotton that is used by KITX is certified
organic and cultivated using no
pesticides or any other nasties, ensuring
no water is polluted in the process. All
the material’s KITX use are
sustainably sourced and their supply
partners must follow internationally
recognized standards for safe working
conditions and fair employment.

13. 10.Ninety Percent
Ethics: Shares 90% of profits, ethically
sourced materials.
Best for: Stylish street wear.
Ninety Percent is a London-based
label that launched just this year and is
dedicated to sharing 90% of their profits
with charities of the customer’s
choosing. Their pieces are best
described as low maintenance but still
feminine, and most of their materials
are organic and renewable fabrics.
11.H&M Conscious