STYLE: THIS WEEK IS Brown Sugar Better Fashion Week, an annual celebration and showcase of ethical brands, sustainable fashion, film screenings and industry talks and debates, in association with Re-Dress, the better fashion initiative. But what is better fashion?
First and foremost, the aim is to lessen the impact of our sartorial consumption.
But this can take many different forms: while Stella McCartney makes her mark by refusing to use animal by-products, Melissa shoes are made using eco-friendly materials that can be disassembled and recycled. People Tree meets the standards of the World Fair Trade Organisation in the production of its clothes, pioneering environmentally sound production methods, while American Apparel manufactures, distributes and sells its items from a factory in Los Angeles, reducing its CO2 emissions by keeping it local.
Ali Hewson’s Edun has a commitment to developing fair trade with Africa and supports manufacturers, infrastructure and community-building initiatives.
Then there are the companies making small differences: Marks Spencer launched Plan A in 2007, setting out 100 commitments for the company, from combating climate change to trading ethically; HM this month launched a “glamour” collection as an offshoot of its Conscious range, with all items made from “more” sustainable materials.
The key, however, is in the word “more”; although many companies are making great strides, the most sustainable fashion of all is recycled.
The two simplest steps anybody can take are to consume less and then – only then – to consume better.
And, of course, there are baby steps: for instance, wash clothes less often. Research in China is revealing new, no-wash cotton, but for now, most clothing will need to be washed, which uses water, energy and chemicals from detergents.
Washing at 30 degrees and using eco-friendly detergents makes a difference.
Also, buy consciously. Will this item last, not only trend-wise (you can put that Aztec bodycon dress down, thanks) but will it survive the washing machine, the rain and next Saturday’s bike ride? The most treasured items are often the ones with memories attached, not those we wear once.
Exercise your voice and choice as a consumer. Commend stores and brands by buying into their efforts to be more sustainable. See
re-dress.iefor a list of brands noted for their eco credentials.
