Hey there! A huge warm welcome to our löfte blog!
If you're new here, löfte is an online destination for sustainable fashion & beauty. We're serious about style and protecting our planet, so we only represent beautiful brands that hold sustainability as a core value and we donate 20% of our profits to eco conscious charities.
Löfte is also an inclusive community of people who are both fashion and eco conscious. Expressing our style through how we dress is a part of our identity; it's communication, expression and joy.
We're all becoming more and more aware of the negative impact that the industry is having on our planet. Our planet is dying and fast fashion, irresponsible supply chains and cheap labour are part of the problem.
We don't know everything, but we do know a little. We want to share our knowledge, get your thoughts and learn from you too! We'll be sharing some information on sustainability here, and we'd love you to join in our movement to help educate and protect by commenting and sharing your opinions!
Which brings us to our first topic...
What is sustainable fashion?
Sustainable fashion takes into account both its environmental and socio-economic impact. It's about our planet and our people.
From the beginning to the end, sustainable fashion looks to minimise harm to or even benefit the environment. This requires careful thought and constant evaluation; choosing natural materials grown using green power, creating fabrics that are both durable and biodegradable, choosing eco-friendly manufacturing processes and minimising transport. Even once the final product arrives, it's evaluating the impact of storage, shipping and marketing.
That's a lot to consider! And why it is so hard to be 100% sustainable. However, these considerations are vital for every brand, and it's about putting planet before profit. It's also why brands can be eco conscious in so many ways.
For example, Newt London use fabric made from 100% recycled plastic bottles! Re/done have researched their manufacturing process to save water and avoid using harsh chemicals that will ultimately be released into the atmosphere and our water. All of our brands create quality pieces that will last you for years and many use local ateliers and companies to minimise their carbon footprint.
A brand is not sustainable if the people who are involved in the process are abused. A sustainable brand will ensure fair pay, good working conditions and support ethical practices at every stage of production and sales.
For large retail companies it can be difficult to ensure these ethical practices as they use large factories in far away countries, with little communication or research into what workers are paid, the hours they work or the conditions they work in.
However, many small, independent brands visit the factories, meet the artisans and work with them on a personal level and support them. Again, a great example of this is h.huna. You can read about the specific mills that create each of their timeless pieces; from the Turkish family run mill in London that uses deadstock fabric to the Portugese mill approved by the BCI (Better Cotton Initiative) that supports their workers safety and wellbeing.
As you can see, there are multiple ways that brands can and should be sustainable. The care and thought at every stage and the dedication to ethical work, is why sustainable fashion can not compete with the ridiculous prices of fast fashion. It is also why it is so important to avoid buying fast fashion and to instead invest in sustainable brands.
By supporting sustainable brands, you can be proud of the clothes you wear - proud of the brands you're supporting who are fighting for a fairer and safer planet.