There’s nothing like getting on a plane with the excitement of going on a new adventure. But with travel comes the stress of baggage, especially those moments of panic when you don’t know if your bag will arrive at your final destination. And we all remember those photos of lost bags that went viral, which caused everyone to travel with carry-on bags, which is stressful on its own. What if I told you that you didn’t need to bring a bag anymore? What if you could rent the clothes you need for your vacation? And to top it all off, you’d be doing it for the good of the planet.
Japan Airlines is launching a pilot project to allow international travellers the option to rent sets of clothing. Their “Any Wear Anywhere” rental clothing service offers a range of clothing choices which start at less than $30 for two bottoms and three tops. Travellers can rent as many as eight outfits for up to two weeks. All rentals are delivered directly to where the visitor is staying.
The Any Wear Anywhere service is designed to reduce the weight of cargo carried on flights and reduce carbon emissions. Japan Airlines will keep track of the baggage weight reductions and corresponding carbon dioxide emissions reductions due to the clothing rental service and inform their customers.
The airline has already reported that for each kilogram of weight avoided from a flight from Tokyo to New York, the carbon emissions from the aircraft are reduced by 0.75 kilograms. As you can imagine, the more weight you put in an airplane, the more fuel you need to burn to keep it in the air. Which is why airlines have weight restrictions for your baggage.
The Any Wear Anywhere service helps to reduce clothing waste experienced in the fashion industry. All available rental clothing is recuperated from overstock of apparel or gently used clothing that might’ve ended up in the landfill. This helps to reduce the amount of clothing that is produced and discarded, which is a major contributor to environmental problems such as climate change and pollution.
The company offers a variety of clothing options, from casual to smart casual, depending on what you are travelling for. There is an option to rent seasonal clothing, depending on where you travel. This means you can always find the perfect outfit for your trip, regardless of the occasion or the weather.
Any Wear Anywhere also offers clothing sets in a variety of sizes. This is a great option for people travelling with limited luggage space. You can simply rent a set of clothes that are all coordinated, and you will be sure to look your best on your trip. For example, if you are travelling for a business trip, you could rent a set that includes a suit, dress shirt, tie, and pair of shoes. This would ensure that you are always dressed appropriately for meetings and events.
If you travel for a vacation, you could rent a set that includes shorts, t-shirts, and sandals. This would allow you to pack light and have everything you need for a relaxing trip.
The clothing sets offered by Any Wear Anywhere are all high-quality and stylish. They are also available in various sizes, so you can find the perfect fit for your body.
Japan Airlines believes that providing a travel experience with minimal luggage creates environmental value for travellers. Therefore, They can create an environment where travellers can use local options for all aspects of their clothing, food, and accommodation and make their trips more sustainable experience.
It’s an innovative way to reduce carbon emissions when travelling and the waste we’ve generated from the fashion industry. It’s also not an obvious solution but could impact encouraging sustainable travel. In one year, we will see what Japan Airlines passengers thought of the Any Wear Anywhere service and if it will influence other airlines to offer rental services.
Fast fashion is a sector of the fashion industry whereby business models rely on cheap, rapid and large-scale production of low-quality clothing. Today’s clothing is made of durable and cheap materials such as nylon or polyester. Approximately 60% of fast fashion items are produced with plastic-based fabrics. The microplastics in these garments leach into the waterways with each wash and dry. Half a million tons of these contaminants enter the ocean each year. The fashion industry is also the world’s second-largest water supply consumer. On top of it all, more than 85% of the textiles and clothing purchased will end up in landfill every year.
Modern Synthesis, a biotechnology company, has created a biomaterial made from bacterial fermentation that can be used to create a low-carbon alternative to traditional clothing fabrics. The material the bacteria produces is called nanocellulose, which the company takes from waste feedstocks, including fruit or other agricultural waste. The bacteria will grow on that sugar and naturally produce nanocellulose.
The nanocellulose fibers are very strong and so small that they create strong bonds when they stick to each other. The fibers are eight times stronger than steel and stiffer than Kevlar. With the nanocellulose, the company is creating a material similar to nylon, ripstop fabric (woven fabric made out of nylon) or a coated textile. The material is designed to feel dry and warm, resembling cellulose or paper.
The process of creating the fabric can be adjusted by using different types of thread, some of which can biodegrade, while other threads can be recycled similarly to other cellulose. The project started with the creation of a shoe. Still, thanks to the material’s versatility, the company thinks it can be a good alternative to traditional textiles as it can also be dyed and given different coatings.
They believe their nanocellulose fibers are a significantly more sustainable fabric alternative to cotton, which takes a lot of resources and energy to transform. This material creates significantly fewer emissions than traditional textiles as it only requires transforming waste sugar into usable material. While the material is not yet available for consumer use, the company offers research, development, and consultation services to help brands make better, more environmentally friendly material choices.
As the fashion industry looks for more sustainable ways to make garments, many companies are moving towards using biomaterials to create new textiles. We are now seeing leathers made from fruits and vegetables, sequins made from algae, and so much more. As fast fashion continues to be a problem, the efforts that companies like Modern Synthesis are taking will help the industry reduce its environmental impact while continuing to clothe the world.
Tuesday (13 December) saw the Amsterdam-based Fashion for Good initiative launching a new ‘Home-Compostable Polybag Project’. Under the project, retailers will trial alternatives to plastic polybags for six months, for applications like transporting products to stores, storing products in warehouses and completing online orders. They will seek to understand the transparency, durability and longevity of the innovative bags, plus how they are managed once they become waste.
Given that the fashion sector now uses more than 180 billion polybags each year, there is the potential for innovative solutions to displace a significant amount of single-use plastics that are hard to recycle.
Levi Strauss and C&A have signed on as the first brands to participate in the Project. They will be trialing compostable solutions from TIPA and Greenhope, which claim that their products will compost in either home composting environments or municipal facilities. Both firms have had the composability of their packaging verified by a third-party certification scheme. They provide packaging with 25-25% bio-based materials.
Fashion for Good clarified in a statement: “Composting can be tested in two environments, home environments and industrial environments. Home composability can happen in a backyard composting bin and at ambient temperatures, whereas industrial composability requires higher temperatures (50-60°C) and specific conditions at a large-scale facility.”
This Project is the latest in a string of efforts to tackle plastic polybags by Fashion for Good. The organization first stated plans to work on the topic in 2019, promising to look at a mix of solutions including recyclable options, compostable and reusable models. Last year, Fashion for Good published a whitepaper on scaling reusable models following trials with Zalando and Otto.
Commenting on this new phase, Levi Strauss’s chief sustainability officer called it an “exciting opportunity” that “not only moves Levi’s towards achieving [its] goal of eliminating single-use plastic in consumer-facing packaging by 2030, but also puts into practice the industry collaboration required to solve these ubiquitous challenges”.
C&A has a similar goal to replace at least half of single-use plastics in online shopping and the supply chain with more sustainable alternatives by 2028.
A truly sustainable alternative?
Fashion for Good has stated that “bio-based polymers have been found to have a lower carbon footprint when compared with fossil fuel-based polymers. The bio-based polymers are generated from biological feedstock, such as food crops, organic waste and wood pulp. The final compostable plastic blends are generally derived from a mix of bio-based materials and petroleum feedstocks.”
There are questions around whether the petroleum feedstock elements of compostable packaging have a lower carbon footprint, and about what happens to these kinds of materials when they are not processed in a municipal facility.
Packaging provider sourceful has this week published research revealing that the global compostable packaging market is likely to be three times larger in 2026 than it was in 2021. This means that infrastructure and collection schemes need to be scaled up – the UK, for example, has no public collection schemes for homes and, as such, only 3% of compostable are industrially composted.
Sourceful has emphasized that proper waste management is important because compostable ending up in landfill can have a significant climate impact. A study of the life-cycle emissions of 20 common packaging materials by Sourceful found that bags made with compostable mono-material films, when left to degrade in nature, generate 228 grams of CO2e each. A comparable virgin plastic bag generates 118 grams, the study found.
Looking at emissions across the lifecycle, the conclusion was that the compostable bag would generate 2.5 times more CO2e than the virgin plastic bag if both ended up in landfill.
Most packaging solutions in the compostable market cannot be managed at home at present. So, it bears noting that the solutions being used by Fashion for Good will have a different lifecycle carbon footprint due to their ability to be managed in homes.
Can sustainable and luxury fashion really go hand in hand?
When we think of the term ‘sustainable fashion’, words like cruelty-free, ethical, organic, and recycled spring to mind. The word ‘luxury’ however isn’t an idiom we tend to associate with the phrase ‘sustainable fashion’. Thankfully, spurred on by consumer demand and in part the pandemic, this is all set to change.
In fact, a whole host of luxe sustainable fashion brands are sashaying their way down Paris Fashion Weeks (albeit virtual) runways, making themselves known as champions for our planet’s dwindling resources, opting instead to use sustainable threads and manufacturing processes that have less of an impact on the world and the people in it.
This guide features everything you need to know about sustainable luxury fashion today, as well as the low-down on the latest luxury lines to embrace ethical fashion and the new eco-luxe labels who have seized sustainability from the start.
Even though Paris Fashion Week has been a quieter, more virtual, affair this year, the sustainable message has been at its heart. Photo by Dimitri Kuliuk from Pexels
Can High-end Fashion truly be sustainable?
There are many ways in which the fashion industry impacts the environment. From fabric sourcing to manufacturing, to distributing, sales, and dealing with returns. Sustainable fashion brands must ensure their design journey is one that avoids exploiting the planet and the people in it.
Despite what many think, with the right motivation from designers, sustainability and high-end can go hand in hand. Top luxe brands, including the famed Stella McCartney and Vivienne Westwood, are just a handful of the high-fashion houses producing ethical clothing ranges today – creating trends that not only complement our wardrobes, but our planet too – focusing on embracing quality working standards, organic materials or the latest sustainable fibre inventions.
This isn’t purely down to a luxury brands’ good nature, of course. A greater percentage of high-end shoppers are beginning to ask questions about the sustainability and ethics behind their favourite labels. If they are paying a premium, they want to know brands are also paying the appropriate premium to the people and planet they profit from.
A greater number of shoppers are starting to ask questions about sustainability and ethics when shopping. Photo by Heidi Fin on Unsplash
Joining the dots between luxury and sustainability
If, like many, you’re failing to join the dots between a high-end brand and it’s sustainability credentials, you’re not alone. Research shows that more and more of us are willing to pay a premium for sustainable clothing, but many of us don’t know what the word sustainability now entails.
There is so much noise in the industry now, such as false sustainability claims and contradictory data on a brands eco-credentials that it can be overwhelming. Many consumers who try to do their research end up with analysis paralysis. Even Stella McCartney said recently in her latest Spring presentation that she ‘Barely knows what sustainability means anymore’. So it’s not just consumers that are getting confused!
“I barely know what sustainability means anymore” – Stella McCartney
However, whether you’re a luxury shopper embarking on a greener journey, or a seasoned sustainability pro entering the luxury market, we can all do our part to ensure this segment of the fashion industry leads the way in the fashion revolution.
Be it learning more about the latest initiatives or lobbying our favourite eco-luxe designers to embrace their ‘green game’ in the most effective manner. As consumers, we hold the power.
Consumers hold the power to influence the fashion industry through their purchases. Photo by kyonntra on Getty Images Signature (Canva)
Sustainability Issues Facing Luxury Brands Today
High-end fashion brands are now, more than ever, facing a plethora of challenges. External stakeholders in the industry have expanded their attention from fast fashion to include designer brands. Challenging them to address sustainability issues through experience, innovation and collaboration.
Because of this, more and more of the big-name brand designers are getting on the sustainability train, fashioning garments that promise to outlive the fast-fashion pieces in our current wardrobes. The top improvements in luxury sustainable fashion brands is either through an amalgamation of innovative textile inventions, progressive production techniques or taking it back to the roots of traditional slow fashion production.
However, ensuring the wellbeing of customers, employees, and supply chain communities isn’t an easy feat, especially amidst a pandemic. The pressures to seem like a sustainable brand can lead to claims that are not 100 percent honest.
With high-end fashion comes power and money, and some brands will use their ample resources on campaigns to make them appear philanthropic and eco-friendly, while often cutting corners. This is when knowing what to look for is key to a sustainable investment.
Greenwashing
Put simply, greenwashing is a method used by many luxe brands to convey misleading information about how their products are manufactured and distributed. In a nutshell, companies using this method are making you believe that they are doing more to safeguard our planet than they are.
With a huge amount of greenwashing going on, it can be almost impossible to know which ethical clothing brands are 100 percent ‘ethical’, and which high-quality labels are putting what they preach into practice.
From clothing that features eye-catching labels to clever wording that suggests the threads you are about to buy are ethically sourced – words like clean, earth-loving, quality, happy, and green are being used to trick consumers into thinking they’re doing their bit for the planet.
Misconceptions of luxury vs sustainable fashion
When it comes to high-end clothing, many shoppers are under the misconception that the higher the price, the more ethical the attire. This is far from the truth. In most cases, you are paying for the label and not the quality or quantity of the fabric.
Other factors used by powerful labels to delude buyers into thinking they are sustainable is the introduction of small sustainable ranges to make them look like they are doing their bit for the environment.
Similarly, using recycled bags or packaging is a great sustainable incentive, but of little use, if the garments being housed in this packaging are made from a poly fibre or other non-degradable material.
Many ethically-created sustainable luxury fashion brands believe one of the biggest issues preventing their growth is this sustainable smoke-screen that large powerful labels create. This leads to a lack of understanding among consumers or an unwillingness to pay more for sustainable brands if a high-street brand is selling at a lower price and also (wrongfully) claiming sustainability credentials.
However, even though the majority of eco-labels’ price margins are slightly higher, these products are likely to last a lot longer, meaning you’ll spend less in the long run on replacement garments.
Before we go into our list, it’s important to remember that the most sustainable option is to not buy anything at all! If you are in need of a new purchase however, here is some advice on keeping your carbon footprint down when buying fashion.
How do I reduce my carbon footprint through buying fashion?
So, what can we do to lower our carbon footprint? Even if you’re already shopping for ethical and sustainable labels, there are several other things you can do to lower your footprint.
These include:
Supporting ‘circular’ or zero-waste labels
Investing in labels who support social and environmental organisations
Opt for in-store pick-up options if locally based and opt-out of speedy shipping
Prolong your favourite purchases by following aftercare guides, hand washing clothes and using eco-detergents
Pick clothing created from high-quality materials like organic cotton or community silk, which cause less harm to the planet
Try to reduce your clothing consumption in general by making your clothes last longer through repair and/or upcycling
So now to the list! One more quick point, if you find the majority of luxury brands on this list a little over your price limit, don’t worry, be sure to check out our article on how to shop ethically on a budget.
Top Luxury Sustainable Fashion Brands
From low luxe to high-end, many companies are doing their bit for the environment, incorporating innovation into their manufacturing and distribution methods to embrace brand sustainability in the fashion industry.
Thanks to these sustainable luxury fashion brands, who have taken it upon themselves to tackle flaws within the industry’s manufacturing methods, it’s easier than ever to keep sustainability firmly on our radars and invest in designer, conscious attire. Change starts at the top, and these guys are definitely at the top of their games!
As well as manufacturing clothing and products that are kind to the environment and sustainably sourced, a number of these green brands also support environmental organisations and fair trade working conditions.
By investing in these eco-luxe labels, you too are doing your bit to support the environment, ensuring we’re on the right track to embracing a more sustainable fashion industry in the future.
When it comes to sustainability, this is a designer label that won’t compromise on quality, constantly pushing boundaries and embracing new technologies to create an on-trend brand that is as stylish as it is sustainable.
In 2014, Stella McCartney launched Clevercare, an easy-to-understand, five-step labelling method, helping to educate consumers on clothing care and how to prolong the life of their favourite pieces. The result? A lot less waste, and probably the reason many fashionistas own at least one vintage Stella McCartney item.
To ensure the brand is always ahead of the game, regular audits are conducted to measure environmental impact.
In addition, the McCartney label is a member of the Ethical Trading Initiative, which ensures the careful selection of ethical-renowned suppliers, as well as collaborations with several environmental conservation organisations and NGOs, including Parley for the Oceans and Wildlife Works.
2. The Social Outfit
Eco-Luxury Values | Social responsibility, community engagement, waste reduction
Sustainable Materials | Repurposed and reused fabrics, donated deadstock
Australian-based brand, The Social Outfit, are a social enterprise and charity with an amazing mission. The label provides employment and training to refugees and migrant communities in all aspects of the fashion world, from clothing production to marketing. In many cases, working at The Social Outfit will be their first paid job and the first step of integrating into the Aussie way of life.
They also take their sustainability seriously. With a focus on waste reduction, they have saved tonnes of waste from landfill, through their goal to repurpose and reuse fabrics destined for the skip. So far they have partnered with over 28 Australian brands in this mission, including Alice McCall and Bec & Bridge!
3. Vivienne Westwood
Eco-Luxury Values | Environmental and human rights campaigns, cutting-edge sustainable technologies
Practising exactly what she preaches, Vivienne Westwood’s legendary label is setting an example to fashionistas across the globe by slowly transforming her brand into a sustainable masterpiece. How? Through adopting recycled and eco-friendly fabrics and using the label’s voice to educate people on Human Rights and Climate Change.
Her latest initiative is one that embraces modern-day sustainability, using collaborations and catwalk events as platforms to create awareness, encouraging ethical fashion fans to protect Mother Earth. The campaign focuses on three areas; Quality V Quantity, Gaia and Arts & Culture.
Eileen Fisher has been creating elegant and ethical womenswear since 1984. She designs luxury sustainable pieces with a focus on minimalism and inclusivity, that flies in the face of constantly changing fashion trends.
Always leading from the front, her company started their first recycling programme back in 2009, taking back old purchases to repair, clean and sell at discounted prices. Now a Certified B Corp corporation, the brand has a strong focus on supporting women, the fair treatment of workers and creating a circular fashion economy that reuses and replenishes the resources involved.
5. Rare & Fair
Eco-Luxury Values | Sustainable natural fibres, social responsibility, community engagement, transparent supply chain
This boutique slow fashion brand focuses on the promotion of handmade clothes and accessories, created by artisans using sustainable, raw materials. Their aim? To embrace the ethical treatment of workers, use planet-friendly materials and reduce waste.
Their hand-loomed, natural clothing and products come straight from the hands of the artisans, then directly to you. Opting for this method allows Rare & Fair to fully back artisan communities and handloom weavers.
The styles, despite embracing traditional methods, boast modern designs, allowing customers to look and feel great, knowing that they’ve done their bit towards supporting these ancient production techniques.
6. Reformation
Eco-Luxury Values | Local production, carbon neutral, waste reduction
Sustainable Materials | Repurposed clothing, upcycled fabrics and salvaged deadstock
LA based contemporary fashion label, Reformation, was doing sustainable before sustainable was…well, fashionable! All of their production stages, from design to shipping and everything in between, takes place at their innovative eco-facility in downtown Los Angeles.
Each collection is made using salvaged deadstock, offcuts, upcycled fabrics, repurposed vintage clothing or new sustainable materials. Their gorgeous new leisurewear, Ref Active, is produced using recycled plastic bottles.
It’s always been a problem finding sustainable office wear, especially that also ticks the comfort box as well. Dai’s creator, ex investment banker Joanna Dai, was so unimpressed with her workwear that she decided to create her own. Setting out on collections that delivered performance, versatility and function but which she was as comfortable to wear as her yoga pants!
The brand is also big on the sustainability front. 88% of their textiles are eco-certified and their Eco Luxe Essentials range is made from trees certified sustainably managed forests, meaning biodegradable and compostable. On top of that, they pay all of their staff above the London Living Wage.
8. Acne Studios
Eco-Luxury Values | Sustainability targets and reporting, External monitoring of labour conditions
Celebrated for their contemporary, uber-cool style, Acne Studios increased their collection in 2020 with the addition of a sustainable line titled ‘Repurposed’. Using a series of discarded offcuts and recycled fabrics, which otherwise would have gone to waste, the Swedish brand has created a variety of capsule lines, which have since been launched quarterly.
Acne Studios have been a member of the Fair Wear Foundation (FWF) since 2008, who supports the brand to monitor and improve labour conditions, including an external and independent ‘Brand Performance Check’. This means the brand is open to their faults and constantly trying to improve year on year, all of which can be found in their annual sustainability report.
Sustainable Materials | Recycled and repurposed demin, cotton and upcycled mixed fabrics
Re/Done, another guilt-free, sustainable brand, offers on-trend pieces made from recycled materials. They first hit the scene in 2014, and have been renowned for upscaling worn Levis into bespoke, contemporary styles ever since.
The eco-conscious brand is extremely focused when it comes to adopting the latest tech to create the best sustainable fashion results. Since its launch, their offering has grown in a big way. On top of their celebrated jeans, they now design high-quality t-shirt styles, sweats and dresses, as well as a select few suits.
Often seen hanging off celebs, this cult sustainable brand is a must buy if you’re looking for a guilt-free, chilled vibe with affordable price points.
Maggie Marilyn is a New Zealand based designer who creates glamorous luxury designs using organic cottons and ethically produced silks. All manufacturing is done in her home country of New Zealand. She is on a mission to transform the fashion industry to one that is “transparent, circular, regenerative and inclusive”.
What we love about this brand is that they don’t just talk the talk. They produce their own sustainability strategy in line with the United Nations Sustainable Development Goals as well as a suppliers code of conduct. This isn’t a box ticking exercise for the brand, with regular updates on the performance of their strategies and new targets set annually.
Hopefully you’ve managed to find your next perfect ethically-made luxury item within this list. It would be great to hear from you what is your favourite eco-luxe label or the latest sustainable initiatives from your favourite brand. Comment below!
By Maxime Ducker (Founder and Chief Editor, Our Good Brands)
