Ninety Percent puts responsible, sustainable practices above all else. We have asked some of our favourite labels what it means to be a sustainable brand in fashion today – see what they had to say on the topic below. There are plenty of brands out there to invest in that are working hard to carve out a greener space in the fashion industry. It doesn't stop there, as caring for your purchases properly is also key to making sure they last as long as possible and don't end up getting thrown away.īut, if you are shopping new, then there are sustainable ways to do so. Whether it's shopping at sustainable shopping destinations, embracing the rental market, or opting for secondhand over buying new, there are many steps you can take toward becoming greener when it comes to shopping. Of course, being more sustainable with fashion goes further than the labels you choose to buy from. Don't miss our Unstitched franchise, where every month we focus on one brand that knows exactly what it means to be a sustainable force for good in fashion today. With that said, there are plenty of fashion brands out there that are producing high-quality, eco-friendly collections – and which don't sacrifice style – so that you can enjoy shopping with a clear conscience. With endless buzzwords to understand and issues around greenwashing, it can be difficult to know exactly where to look for truly eco-friendly and ethically made clothing. You'd be forgiven for feeling overwhelmed when it comes to knowing what is worth spending your money on. Yet, with more and more now striving to become sustainable – or, in some cases, to appear as though they are – things can become increasingly confusing. Thankfully, many players in the fashion industry are paying more attention to the climate crisis and making greener choices as a result. Now, more than ever, it's vital for brands and consumers to think more sustainably in order to look after our planet.
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