What is an eco-friendly brand?

In an era of absolute consumerism, we are increasingly aware of the impact our lifestyles have on the world around us. Especially since fashion is on the podium of the most polluting industries in the world. Polluting how? By the pesticides that are used for the cultivation of cotton, for example; by the chemical dyes used in the dye, which is not only harmful for the employees who handle them but also for those who wear them; polluting because there are a lot of synthetic fibers. We are beginning to look for effective ways to protect our environment. Part of this transformation is teaming up with eco-friendly brands that are socially responsible, offering sustainable and quality products and which put the needs of the planet before their own. margin.

What does eco-friendly mean?

Reconciling economy and ecology. An eco-responsible brand means that it makes decisions that take into account the environment in a global way and on all aspects.
An eco-responsible brand seeks to reduce its environmental impact. It is committed to protecting the environment and having a positive social impact. This can translate to different aspects of the business:

• The eco-design of products;
• The production chain: It must be based on respectful practices. From a social point of view, products must be manufactured in good conditions, in compliance with ethical standards; employees must receive fair remuneration, …
• The place of manufacture: Local manufacture: Made in France or Europe;
• Thepurchase of raw materials;
• Provide environmentally friendly packaging;
• Using renewable energies;
• Recycle;
• The labels and environmental certifications;

Reducing environmental impacts on products and services is the highest level of eco-responsibility for a brand.

What is a sustainable and eco-responsible fashion brand?

Sustainable brands are not a new concept, but they have been gaining popularity in recent years. One reason for this is the changing way consumers connect with businesses. Today's consumers want to feel an affinity with their favorite brands, this affinity is based on shared ideals.

Consumers are increasingly aware of the impacts caused by environmental marks. Many of them favor eco-responsible, ethical and sustainable brands that implement actions in favor of people, the environment and sustainability.

While a traditional company favors maximizing its profits, a sustainable and eco-responsible brand has a broader objective and comes down to the overall vision of its organization. A sustainable and eco-responsible brand is focused on respect for people and the planet, putting the needs of the planet before its profit margin. A strong contrast with traditional companies whose desire is to increase results, sometimes to the detriment of people and the planet.
Sustainable development practices are characterized by social, economic and environmental responsibilities.

Circularity in Fashion

The circular economy in fashion can be expressed in different ways, starting with the eco-design of a piece

1. An eco-designed accessory or clothing means that it is made from materials with high ecological value: Hemp, linen, organic fibers, natural... Some pieces are also made to be worn in multiple ways to open . Only benefits from multiple garments at once.
   
   
   
   
   
2. Industrial ecology is also making its way into the textile world: for example, paper factories that supply cellulose for textiles or by reusing soaking water or recycling waste.
3. Clothing rental, a great example of circular economy.
4. The collection of clothing, this alone allows textile products to be distributed in various sectors, applying the principles of the circular economy such as reuse. Some of the clothes collected are thus resold at low prices in thrift stores. Others are exported abroad as part of humanitarian aid and the rest of the textiles collected will be used to make industrial rags or, more surprisingly, recycled into insulating materials such as cotton wool.
5. Some brands also offer a repair service to make the parts they offer last: accessories, clothing,... so that they last longer.
6. Recovering or buying back fabric scraps from textile companies: Upcycling. This technique avoids the creation of new materials and thus allows materials to live a second life.

• Refuse: Refuse to consume what you don't need, because low-value products are often manufactured under conditions that you don't know and which have a blow for the environment;
• Reduce: We ask ourselves the question do I need it. We're not here to make ourselves feel guilty, but to make ourselves feel good;
• Reuse: Give a second life or buy second hand; donate the clothes we no longer want;
• Repair: Often we separate objects that are damaged. We must bring awareness back into practices and repair
• Recycle: Think about what will become of my object tomorrow

Fashion is above all a vector of self-expression, of the expression of our personality through style. Today, there are brands that offer very nice solutions to have fun without giving up respect for people and the planet.

Quality craftsmanship and materials for long life

The eco-design of a product and its place of manufacture should be the first aspects to consider when purchasing a new item. Fast fashion is a trend of cheaper products that expire quickly and often end up in the trash. When a product is made with quality materials and designed to last, it can be maintained and repaired to extend its life.

Even if the world of fashion is known for its social and ecological excesses, many initiatives are emerging to promote responsible, sustainable and respectful fashion. There are more and more ethical and responsible brands, so let's walk with them. Consume less, consume better.

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