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What is sustainable fashion?

Sustainability can often feel like a buzz word, as if it has almost become a generic phrase without much substance. As a customer, we understand it can be hard to sift through the noise and really understand how a brand is prioritising sustainability in their business.

As a small business who focus on sustainable luxury, sustainability and ethical fashion is something that has steered our decision making from the beginning of our journey. We have documented the practices and processes we’ve implemented, and we are proud of our journey so far, but we know there is more we can improve on. We look forward to continuing to share this journey with you, and share not only our wins but our challenges, and what we want to change. We will always explain things in simple terms – straight to the point, so you can understand exactly what choices we are making and why.

But before you read about our practices, we thought it may be helpful to illustrate what sustainable and ethical fashion means. Hopefully this will also help you understand it’s importance and even reflect on your own impact and consumption choices.


So what is sustainable fashion?

According to Conde Nast Sustainable Fashion Glossary,

Sustainable fashion is a process of change in the ways of thinking and practices of design, production, communication, wearing and enjoying fashion, that values diversity, prosperity and well-being of both people and the environment.

To break that down further, it is the approach taken towards designing, sourcing and manufacturing clothing, and how those choices not only effect the environment but also effect people.

After doing our own research, we believe there are 2 areas to consider, sustainable fashion and ethical fashion.

We found that sustainable fashion relates to the environment and the garments effect on it. This means considering the following -

What materials are being used? Are they natural fibres? Are they low impact?
How are the garments made? Are practices in place to minimise waste? Are energy-saving initiatives in place?
How are the garments being packaged? Are recycled and recyclable materials being used in packaging?

We found that ethical fashion relates to people, and the social impact. This means considering the following –

Is information shared on where and how the garments are being made?
In what conditions are garments made? Are garment workers paid and treated fairly? What standards are being kept?
Is their sizing inclusive?
Are they open and transparent about their supply chain and business practices?
Do they give to charity or have give-back initiatives? Do they support their local community?


Sustainable fashion highlights the interdependence of individual, social, environmental, cultural and economic implications of fashion. And whilst these concepts are starting to enter mainstream vocabulary, there is a long road ahead for making the fashion industry a better one.


Sometimes these issues can feel larger than oneself, or one’s small business, but every small change makes an impact. That is why we hold ourselves accountable and continue to strive to do better as a business, but also as people. We keep in mind that we won’t always get it perfect, but we will always try. 


If you would like to read more about our sustainable practices, you can do so here.