The Best Sustainable Fashion Brands—If You’re Sick of Fast Fashion – WSJ

Written by Sara Bosworth

NEXT TO sweatpants and Zoom shirts, sustainability might be the hottest thing in fashion right now. Consumers—especially younger ones—increasingly expect more from the brands they patronize: more transparency, more accountability, more emphasis on ethical practices. You should, however, take any brand’s claims that its products are “sustainable” with a grain of salt. “Sustainable” is a vague, catch-all term that can be exploited for marketing purposes. A brand that sells only locally produced clothes made from recycled fabric can use the word—but so can one that works with harmful chemicals yet occasionally releases a limited run of vegan-leather shoes. “It’s like saying food is ‘natural.’ It’s very broad,” said Kayla Gil, owner and curator of Seattle’s Pipe & Row boutique. That doesn’t mean that shoppers hoping to lighten their carbon footprints should give up—it just means they should do a little homework.

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