Environmental consciousness is on the rise. Consumers are increasingly demanding sustainable products and services; this shift in consumer behaviour has led to brands producing new collections with supposed ‘eco’ collections, as well as plethora of new ‘sustainable’ brands. However, not all claims of sustainability are equal, and discerning consumers are starting to demand more than just green marketing. Enter third-party certification; the way to establish the veracity of claims to sustainability. In a world where transparency should be non-negotiable, we use Repreve®, State of Flux, Greenstory, and GRS to make absolutely certain that our products deserve their industry leading planet-friendly credentials. The following discusses these authenticators, how we use them, why they’re important, and why consumers should demand such transparency.
The Importance of Third-Party Verification
The world of sustainable fashion is riddled with buzzwords and claims. From ‘organic’ cotton to ‘recycled’ polyester, it's crucial for consumers to know whether a product truly aligns with its sustainable claims. This is where third-party verification steps in, ensuring that what a brand says about its products is independently verified.
Repreve®, a leader in the recycled fibre industry, understands the significance of third-party verification. They use recycled materials, primarily plastic bottles, to create performance fibres. What sets them apart is their commitment to transparency. Repreve's products are certified by organisations like OEKO-TEX, GRS (Global Recycled Standard), and others, providing consumers with assurance that they are indeed supporting a sustainable choice.
Recycled yarns, or recycled lies?
The notion of recycled materials, especially in fashion, has rightly raised some eyebrows. Many consumers wonder if their "recycled" clothing is genuinely made from reclaimed materials or if it's just a marketing gimmick. Companies like Repreve® tackle this issue head-on.
Repreve® transforms plastic bottles into high-performance yarns used in various applications, from activewear to swimwear. They are diligent in their process, starting from the collection of bottles to the final product. This not only reduces waste but also conserves energy compared to producing virgin polyester. Such authenticity in sourcing and production is crucial to building consumer trust in sustainable fashion; that’s why we source many of our yarns from them.
State of Flux - Supply Chain Transparency
Beyond materials, the sustainability of fashion also hinges on transparent supply chains. State of Flux, is dedicated to unravelling the complexities of the fashion supply chain. They understand that true sustainability goes beyond the finished product - it extends to every step of production, from raw materials to the end consumer.
Using State of Flux we have adopted radical transparency in our supply chain. They provide us, and consumers with a deeper understanding of the true costs of fashion, which goes beyond the price tag. Making your garments from recycled fibres is great, but the environmental benefit of doing so can be easily cancelled out by using airfreight rather than shipping. This approach ensures that our work to create sustainable fabrics isn’t immediately rendered pointless by poor supply chain management.
Greenstory - Authenticating Each Garment
The question of how to differentiate genuine sustainable fashion from greenwashing is a concern for many consumers. Greenstory addresses this challenge by giving each garment a score that reveals its environmental impact. This innovative approach allows consumers to make informed choices by understanding the carbon footprint, water usage, and waste generation associated with their purchase.
By empowering consumers and businesses with data-driven insights, Greenstory empowers them to make conscious decisions and support brands that genuinely prioritise sustainability. This level of transparency not only holds us accountable, but also encourages the continuous effort to improve our products from a sustainability perspective.
Talk the Talk, Walk the Walk
In 2023, talking is no longer enough. Brands must walk the walk to gain the trust and loyalty of environmentally conscious consumers. The power of social media and online communities has given consumers a platform to hold businesses accountable for their actions. Brands that genuinely invest in sustainability, using companies such as Repreve, State of Flux, and Greenstory, are leading the way by aligning their words with their actions.
Consumers should demand transparency from the brands they support. Sustainability should not be a marketing strategy, but a commitment to protecting the planet. Brands should be held accountable for their claims and practices, and consumers have a pivotal role to play in this process. This is why…
A Lack of Transparency Should Lead to a Loss of Profit
Despite the clamour for sustainability and transparency, businesses still prioritise profits over the planet. However, consumers have the power to change this narrative. A lack of transparency should result in a loss of profit. When consumers choose to support brands that are genuinely sustainable and transparent, they send a clear message to the industry: the era of greenwashing is over.
As consumers, we should expect no compromises, and continue to hold businesses accountable for the sake of our planet's future. The power to drive change lies in our choices, and our demand for transparency in the products we purchase.