#demoo

Do you consider yourself a sustainable consumer? I was recently asked this question by a friend researching fast fashion and sustainability for her dissertation. The seemingly simple question really made me stop and think. Admittedly, my automatic response was to say yes; buying something from Missguided for £10 that I know I’ll only wear once is a thing of the past for me. However, minimal change is definitely not enough anymore. Totally eradicating questionable brands from your repertoire may be daunting and not necessarily doable but there is still a light at the end of the shopping tunnel.

So many brands are really stepping up their sustainability, others have room for improvement (particularly one beginning with B and ending with oohoo). Instead of focusing on the brands which have work to do, it seems more productive to shine a light on those who are doing their bit and, more importantly, their best. From up-cycling, making use of factory off-cuts or simply a far more conscious approach, the following brands have a lot to offer and make sustainability seem all the more appealing and (dare I say it) easier. 

Demoo Jeans

Custom jeans and headbands are Demoo’s thing and they do it very well. The jeans are up-cycled with colourful trims and painted patterns and they epitomise the ‘groovy girl’ nineties look. The head bands are beautiful and so varied you will definitely find one to suit you. They have also recently released a set of bands named after NHS heroes where £2 is donated to the Masks for NHS heroes charity. So far I’ve ordered only one headband but I intend to investigate the custom options for some white denim flares as asap as possible. Find them on Depop or order via the online form (@demoojeans on instagram). [Image from Depop]

@Funk.shit.up

Based only on instagram, this is the MUCH cheaper option for up-cycled denim. The idea is that you send in old denim (jeans, jackets, skirts…) to be updated with either colourful beaded trims or to be tie-dyed.  A friend has trialled the funking up with really nice results and I believe it costs only £6.50 per item. This is such a fun idea and as an added bonus it’s also a cheap lil quarantine treat after a successful wardrobe clear out.

EMRLD www.emrld.co.uk

Preventing surplus materials going to waste is such an important part of sustainability and Emrld creates the cutest handmade tops and dresses from factory off-cuts. Soft scuba material with Burberry and Dior offcuts are used as panels in corset style crop tops and body-con dresses. The results are ethically made, sustainable and soo flattering. The stock is very limited but so worth it if you can get your hands on the new releases, so keep an eye on the insta for announcements and updates. [Image from Instagram]

Veja

Buying a pair of shoes that you know will last is an effective way to avoid waste and fast-fashion. Everyone appears to own a pair of Veja trainers at the moment and they are definitely worth the investment. The French brand use raw materials from organic farming as well as sustainably sourced wild rubber and B-mesh, a fabric made from recycled plastic water bottles (more up-cycling, yay!). The trainers also come in so many different styles so saving up for a pair is something I couldn't recommend enough. [Image from Veja Website]

Zara

Everyone knows Zara but the well-loved Spanish brand still deserves a mention in my humble opinion. The company has pledged to have all clothes made from sustainable fabrics and 80% of the energy used across the stores, factories and headquarters to be renewable by 2025. Yes, admittedly these are currently just promises and currently the fast fashion culture is still alive and well with Zara’s constant new arrivals and high turnover rate. However, in acknowledging these issues and promising to do better, Zara are taking a step in the right direction which must be recognised and hopefully other large companies (who are able) will follow suit. [Image from Zara Website]