Innovations in Sustainability
Baking Sustainable Practices into Fashion Choices The fashion industry continues to seek more sustainable and environmentally-friendly solutions to sourcing, manufacturing, and product lines. By Melissa Jenkins and Destiny Nolan
As consumers, we’ve become increasingly conscious of our purchases, channeling the power of our vocalized objections to make a positive difference for the people involved in the making of our clothes and goods. How conscious? According to statistics from the fashion industry, sales of clothes, shoes, accessories and other fashion wear made from recycled plastics, nylon, and other products are estimated to hit a whopping $64 billion by 2025 — reflecting sustainable sourcing and the desire of customers to wear a more environmentallyfriendly product. Over the years, dozens of slow fashion brands have emerged that are dedicated to ethical and sustainable practices. The companies listed below represent some of the better ethical alternatives to fast fashion companies. Each has made it a central part of its mission to approach fashion in an ethical and transparent way that considers both people and the planet. Outerknown In 2014, legendary 11-time world champion surfer Kelly Slater, a longtime environmental activist, proponent of clean oceans and sustainable choices, teamed up with acclaimed designer John Moore and started expanding his sustainable brand, Outerknown. It seemed like the perfect fit: who is closer to the environment on a daily basis and more impacted by it than surfers who ply their trade in the world’s oceans? Not surprisingly, casual, effortless, and casual beach styles rooted in sustainability and transparency define Outerknown. Over 90% of their products are made from organic cotton and hemp, recycled, or regenerated materials. The company’s manufacturing partners also follow strict
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SUSTAINABILITY TODAY | SUMMER 2021
guidelines of safety and working conditions. Outerknown also made history in the industry by becoming the first brand to pursue fair labor association accreditation before ever shipping a single product (although had such accreditation existed in the 1970s, Patagonia would have led the way). And through Fair Trade USA, they invest in the livelihoods of over 5,000 workers who bring their vision to life. A deeper dive into Outerknown’s manufacturing practices underscores their commitment to the environment, sustainable practices, and informing their customers. Every little detail has an impact, especially the ocean plastic buttons on the S.E.A. LEGS. The buttons actually list the map coordinates of where the recycled plastic was harvested; they are also made from corozo fruit or nuts. To keep worn or torn S.E.A Jeans out of landfills, they offer to
repair, replace, or recycle them through a lifetime guarantee. Bestsellers from the brand include the cozy, heavyweight Blanket Shirt (made from 100% organic cotton) and the simple, sleek Neptune Tank Dress (made from hemp and Tencel Lyocell). Outerknown’s sustainability practices also include sensible partnering. They partnered with Breitling to introduce econyl to Breitling’s luxury watch, crafting a heritage timepiece with NATO straps made from regenerated nylon. For every watch sold, Brietling donated $1,000 to the ocean conservancy. Outerknown took that econyl from their board short business; 100% of those trunks are made with recycled and renewable econyl fibers from recycled fishing nets. Outerknown’s message to its customers and the world extends to its website, which offers an
