Criticising brands like Athleta or Uniqlo for their delayed adherence to sustainability should not be the focus instead, they need to be supported and their initiatives need to be highlighted to the general public.

Embedding sustainability into operations

Today, many brands have to embedded sustainability practices into their collections and day-to-day operations. A prominent example is brand Everlane which has launched a collection made from recycled fabrics and plastic water bottles. Similarly, French footwear brand Vejas has provided the source of all its materials on its interactive website whereas LA-based brand Reformation partnered re-commerce site ThredUp to both shop and recycle with a more eco-conscious mindset.

Pioneers of the trend

Though a relatively new trend, some brands have been advocating sustainability for a long time. These include Patagonia, Volcom and Eileen Fisher who have created some of the most sustainable production practices, sourced eco-friendly fabrics and upheld safe and ethical factory conditions. Their initiatives are being carried forward by their successor brands Everlane, Vejas and Reformation who are enlightening consumers and competitors about sustainability through smart designs, sharp storytelling and easy-to-understand definitions of fabrics, processes and production models.

One ways brands can make a positive impact is by adopting standard practices like enforcing recycling, not using plastic bottles, etc, is to create a company policy to support a direct action organisation. For this, they need to focus on purpose as much as profit and aim to become a Certified B Corporation. They can also evaluate their company’s performance in accordance with Sustainable Development Goals. This will enable them to eliminate the burden of climate crises from future generations.