What does “sustainable” even mean? Plenty of brands, big and small, are on board with the idea that the fashion industry needs to clean up its act. But now a growing breed of eco-conscious fashion labels, like Asket, VIN + OMI and Collina Strada, are arguing that the conversation around #sustainability
has been co-opted and diluted by multi-billion-dollar brands. They say the industry is using the label as a marketing ploy to shift more product without enacting real change.
In other words: the fashion industry needs to produce less, and encourage people to consume less. Anything else — including most of the mainstream discussion around sustainability — is #greenwashing . “There is no such thing as sustainable fashion,” says Asket co-founder August Bard Bringéus. “I cannot back up the claim that we are a sustainable brand because clothing has an impact… we preach a moderate consumption, and that’s as far as we can go.” Though small, these brands represent a potentially powerful and disruptive force in an industry where trends are often set by independent brands that know how to capture the zeitgeist.
Many of these designers say they are not policy advocates, instead leading by example: repurposing unused fabric or vintage clothes rather than buying new textiles, developing eco-friendly materials, foregoing seasonal releases to discourage consumerism, and more. Their vocal and innovative ways of operating challenge fashion’s status quo and help spotlight areas where the industry needs to do more work. “Sustainability as a word is so dirty,” says Omi, one half of the design duo VIN + OMI, whose fantastical designs using pioneering eco-textiles are intended to showcase their work on eco-innovation and social-impact initiatives. “We hate the word.” [Link in bio] 📷: @vinandomi
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Hell yes! So glad to see this conversation is happening. But it’s not just billion dollar brands. We’re seeing bridal brands all over start to claim “ethical” and “sustainable” yet their only efforts are recycled packaging and seeded hang tags. Brands have a duty of transparency when these terms are used. We are HONORED to be working with a brand whose legit on all counts — @bohynedesign 🖤✨
Hi all❤️ kindly need your support to follow my fashion account all the outfits are styled by me😍😍😍
🔥 sustainability to us means long term work for our dressmakers (happy to provide fair trade wage info) using deadstock fabric (our Deadstock Collection debuts this winter) and sourcing eco-friendly plant-based options including silks and hemp over cotton.
Sustainability can be defined in multiple ways. The simplest is the dictionary definition 'involving the use of natural products and energy in a way that does not harm the environment.' But that is so limiting. Any academic will tell you therr are sustainability is manifold. There are multiple frameworks to sustainability. Perhaps the simplest one is environment, economic, cultural and social impacts. And anyone who has worked in the industry and seen the end to end from concept to consumer supply chain closely, knows there is noone who can truly claim to be sustainable. Because how can an action not have an impact? By merely existing, there is destruction and creation of some kind at any given point. I believe the true definition of being sustainable is being as selfless as possible; thinking beyond myself and my gains as much as possible. Because think about it. What is causing any of us to make any unsustainable choices? (1) And it will only be possible when selflessness, compassion, empathy are seen as a mainstream values to teach and imbibe in the education of every generation. Sustainability cannot be practiced in isolation. If the human mind is not able to think beyond themselves then sustainability cannot be practiced in just one industry fashion. (2) Studying sustainability has to be a mainstream topic in every education system - which it is definitely not. It is merely taught like a trend topic in fashion schools. It needs to be at the centre of the education and for the educators and industry needs to adapt it as a mainstream learning activity. Companies and institutions need to education themselves and their teams on the complexities and difficult choices within sustainability.
If at the end of your season you MUST have a sales to get rid off your overflow merchandise, the your brand is not sustainable 🤷🏻♀️
Don’t hate, don’t try hard to make a statement it sounds false. We all trying trying to do our best, try from the heart!
The big Brand’s want you to buy a great dress that is going to last 10 years and of course for this you are paying a fortune , that’s what they practise as sustainability!
The business of fashion now it’s very Illuminati 😂😂
I don’t believe we will achieve that anytime soon , not in this millennial ! The reason is the social media and how the new generation growing up with it They all want all new, every day, fast ! (Yes there is always “green,eco-friendly movements ) but the majority of young generation dont care ! The Only solution is education from young age
Very well said! We all wish transparency was the real deal for all the brands... social responsibility,the use of recycled materials, honest practices is what we need in the design world ♥️ Thanks for speaking up for all of us
Quality over quantity! Fewer but good/ longer lasting products.