RETHINK: Six Sustainable Brands Who Are Doing Things Better
Who knew loungewear could brighten your day and enliven the spirit? Colouring our wardrobes in a responsible way, Colorful Standard champion simplicity, fit and sustainability - alongside every hue in the rainbow, of course. Forgoing seasonal trends in favour of timeless classics, their beautiful collection boasts uncomplicated pieces you'll want to wear day-in, day-out. Made using 100% Organic Cotton and Italian Extra Merino Wool, discover their range of sweats and accessories to make your life vibrant in an ethically-conscious way.
Sustainable London-based womenswear label Ninety Percent specialise in impeccably pared-back basics to elevate your everyday wardrobe. As the name alludes to, their pioneering business model enables them to share 90% of their distributed profits between charitable causes and those who make their collection happen. Placing the power in the hands of their customers, Ninety Percent invite you to vote for your chosen cause using the unique code found inside the garment's care label. From well-cut organic cotton sweats to beautifully crafted jersey staples, every piece is made using the most ethical materials, so you can enjoy style and comfort whilst protecting the planet.
From the whiskered colouring to the frayed pockets, RE/DONE is a celebration of Levi's denim from days past, and ensures the continuation of their unique story. Their pre-loved jeans have changed hands (and legs) many times over the years, making their fit and fade unique, and giving them a life of their own. Taking the vintage denim apart at the seams, RE/DONE expertly repurpose the fabric, using water-conserving methods to create updated essentials that form the centrepiece of your wardrobe. Jean-ious, wouldn't you agree?
On a mission to create fashion that 'Wastes Nothing and Welcomes All', Tommy Jeans are proud to call themselves a circular fashion brand - one which limits its carbon footprint, water usage, and where all the materials used to craft their jeans can be part of a sustainable loop. Known for signature styles that you can rely on season after season, they're also the first denim brand to use 100% recycled cotton fabric on an industrial scale. Hats off, Mr Hilfiger.
We all know Levi's make you look good, but with the knowledge that ongoing innovations to their manufacturing process save water and put fewer chemicals in the soil, we now feel good too. With sustainability woven into everything they do, Levi's encourage consumers to buy less, buy better and enjoy their iconic silhouettes for years to come. Luckily for your next generation, today's jeans may very well be tomorrow's vintage.
Making a positive change to our ecosystem is a marathon, not a sprint. Conceived in the Swiss Alps with the goal to revolutionise the sensation of running, On is improving their impact one step at a time. Created by former professional athlete Oliver Benhard and his two friends, the vegan footwear brand prioritises sustainable materials, ethical manufacturers and a transparent philosophy. All about creating soft landings and explosive take-offs, On prove that high-speed workouts and slow fashion can indeed go (rather stylishly) hand in hand.