Sustainable Chic
These days, it is trendy to be 'eco-friendly', 'organic' and 'sustainable' in fashion, as in much else. But to the consumer, it is often difficult to know what these labels really mean. There are companies that are actually helping to make the planet a better place, and then there are companies which just use the 'eco-friendly' branding to sell its products, without actually changing its production process or the materials they use.
What Exactly Is Eco-friendly?
To begin with, there is no universal definition for what 'eco-friendly' or 'sustainability' means. These terms could mean preserving the environment, or they could mean paying fair wages, engaging in Fair Trade, or having ethical practices; or they could mean that the designer is recycling materials to create something new, or using biodegradable materials to reduce the waste footprint. Even 'organic' may not always mean that only natural, non-artificial materials are used. Sometimes garments consisting of part natural and part artificial materials may still meet the definition of 'organic'.
Finally, companies may have one ecologically friendly practice alongside other practices that are not. For example, a company that uses all cotton materials may be using child labour to pick the cotton; another company may have environmentally sound production methods but does not engage in fair trade.
Stella McCartney
One of the most famous eco-friendly designers in the world is Stella McCartney. The daughter of the former Beatles member and American photographer and animal rights activist Linda McCartney, Stella McCartney's company has a mission statement that says, in part, 'We will continue to consider the impact we have on the planet as we design clothing, open stores and manufacture products.'
A lifelong vegetarian, Stella McCartney does not use leather or fur in her designs. In the spring and summer collections for 2013, the brand features shoes that have biodegradable soles, and lingerie made with organic cotton and recycled metal. In addition to information about the company's commitment to sustainability, the company's website also prominently features charities that it supports.
People Tree
People Tree is one of the oldest eco-friendly labels. Founder Safia Minney, an early pioneer of ethnical and environmentally friendly fashion, started this label in 1991 before eco-friendly was fashionable. The company developed the first integrated supply chain for organic cotton from farm to final product by partnering directly with Fair Trade artisans and farmers in the developing world and creating access to markets and opportunities for them in the developed world. Over the years, People Tree has won numerous awards and in 2012 and 2013, the company has been a pilot case for certification for Fair Trade Manufacture under the World Fair Trade Organization.
A Boy Named Sue
Closer to home, a local company named A Boy Named Sue devotes itself to sustainable practices. Calling it 'cool clothes with a conscience', the two founders curate their brand using what they call the Sustainability Triangle.
The Sustainability Triangle has three angles: Eco, Social, and Local. First, the company seeks out eco-conscious designers who promote environmental stewardship in their production chains, choice of materials, reduction in energy input and use of closed loop waste disposal. It also seeks out designers that aim to have a social impact by creating employment, ensuring that fair labour conditions are met, and helping marginalized members of the society or sustaining a dying craft. Finally collaborating with local independent designers, the company seeks to support creativity and eco-friendly practices right in the city of Hong Kong.