Sustainability has finally come to the fore in the fashion world – and about time, we say! We all have a responsibility to safeguard the planet, and an easy way to do that is to shop sustainable, ethical brands. Celebs have been tooting the horn for years, with Stella McCartney, Gwyneth Paltrow and Emma Watson among the most vocal supporters of an ethical, eco-friendly lifestyle. While not all of us can afford the designer brands known for the eco ethos, smaller, more affordable brands are making a breakthrough. Even high street brands are getting in on the act, like H&M with its Conscious Collection, a range made from recycled materials. Some of the coolest brands sported by fashion week regulars include sneaker brand Veja – the white sneaker to wear right now, Asos’s Collusion line and Ninety Percent for eco basics.
Move over, Stan Smith – there’s a new white sneaker in town. Every fashion editor in Paris and Milan is sporting a pair of Veja sneaks, and not just because they look cool. Meghan, Duchess of Sussex is also a fan.
Sustainability cred: Veja only uses organic or fair-trade materials and upcycled plastic. Sneakers are made through Atelier Sans Frontières, a job reintegration workshop helping vulnerable people back into employment. Veja also has 20 100% vegan sneaker models.
Our pick: Veja Nova plimsoll sneakers
Available exclusively through Asos, Collusion is a hip young brand designed by six creatives. Sizing is inclusive and designs are fun, trendy and colourful.
Sustainability cred: Animal-free products made from sustainably sourced cotton.
Our pick: Collusion unisex tie die Western shirt
3. NINETY PERCENT
Organic cotton T-shirts, jersey dresses, the homey sweats of your dreams… Ninety Percent makes the luxury basics every wardrobe needs. There are no fly-by-night trends here; think sustainable, well-made items that are built to last.
Sustainability cred: The brand donates 90% of its profits to charities nominated by customers, so you can decide where your money goes.
Our pick: Ninety Percent shirred linen maxi dress