What is ethical fashion?

It's difficult to give a clear and precise definition. It's also known as eco-responsible fashion, sustainable fashion, or conscious fashion .

An ethical fashion brand has this desire to change the entire system of the fashion industry , so that it is as little destructive or polluting as possible for man and the planet.

Therefore, there are different criteria and degrees taken into account to qualify a clothing brand as eco-responsible .

misconceptions about ethical fashion

Unfortunately, there are some preconceived notions about sustainable fashion.

First of all, it turns out that contrary to popular belief, sustainable clothing is not intended for hippies, but rather for anyone who cares at least a little about their consumption and its effects.

Thus, this ranges from the mother who wants to dress her baby without the risk of toxicity to the hipster who buys clothes in thrift stores, and includes anyone who wants to adopt a responsible approach.

Another misconception was that clothes weren't fashionable and were downright ugly. This is no longer the case; many brands now offer high -quality clothing made from beautiful materials, well-cut and stylish.

Finally, we often hear that dressing ethically/eco-responsibly is too expensive. Once again, it's better to buy one beautiful piece that will last than ten that you'll only wear a few times and that will quickly fall apart.

Sure, you'll spend more upfront on a t-shirt, but in the medium to long term you'll almost certainly save money. Plus, you'll feel good about yourself and enjoy wearing your clothes all the more.

Swiss ethical fashion

There are more and more eco-responsible fashion brands in Switzerland . Despite the importation of raw materials or a significant labor cost, some brands are emerging and guaranteeing an ecological approach to production and sales.

But to separate all these brands, you need to question the brand's overall approach.

How to recognize an ethical brand?

Several criteria distinguish an ethical/eco-responsible brand from a more conventional one. Here are a few clues to guide you if you're looking for ethical clothing.

• The number of pieces per collection

A brand's responsibility begins with the number of pieces produced per collection. This is the essence of Slow Fashion , which guarantees quality on two levels.

First, take the time to design and produce the garment. This means not churning out collections one after another and avoiding unnecessary pollution through overproduction. Second, it also means offering the customer quality over quantity , guiding them in choosing a garment they will keep for a long time.

• Country of manufacture

A fashion brand that claims to be ethical tries to avoid transportation as much as possible and thus generates a reduction in its carbon footprint.

With this in mind, eco-responsible fashion brands have their products manufactured in Switzerland or neighboring European countries . These are European companies that respect European labor law and guarantee good working conditions and safety for their employees. Indirectly, local production also helps create regional and European jobs.

• The materials

To manufacture responsibly, the choice of clothing material is essential.

Linen and hemp, for example, are particularly eco-friendly fibers readily available in Europe. Organic cotton is also an option and should be preferred over conventional cotton, but its production remains far from Switzerland and generates significant water consumption (which is not environmentally friendly). New organic materials are also emerging, such as Tencel and mushroom leather.

Beyond these materials, eco-friendly brands can practice upcycling or recycling . Upcycling involves repurposing old clothes to create new ones, thus diverting them from their original use and giving them added value. Recycling involves taking old clothes and shredding them into fibers. These fibers are then spun into new yarn, allowing for the production of a new garment from the old raw material.

• The labels

There are some labels for sustainable brands , but they don't necessarily take all aspects into account.

For example, some certifications will examine environmental impacts via water consumption for production or pollution levels, while others will focus on the toxicity or allergens of textile materials.

Furthermore, it is difficult to rely solely on the presence of one or more labels to determine whether a brand is ethical or not. Indeed, it seems virtually impossible for a brand to fully respect the social and environmental aspects of its products from start to finish.

Finally, obtaining a label or certification also comes at a cost that some (small) brands cannot afford. Not having an organic/Oeko-Tex label, etc., does not necessarily mean that a brand lacks a responsible approach. Conversely, holding an eco- certification should not be sufficient to judge the ethical quality of a brand.

• Packaging

Does the brand go so far as to offer packaging that helps reduce waste? Brands should also pay attention to their packaging. It can be biodegradable or recyclable . The main thing, of course, is not to end up with a plastic bag to carry your new organic dress home.

Ethical and eco-responsible clothing is also clothing whose marketing has been carefully considered and planned to minimize its environmental impact. Logically, therefore, sustainable clothing brands ensure they provide eco-friendly packaging and, above all, limit packaging with a zero-waste approach.

Why choose ethical brands?

Simply for ethical reasons.

An awareness that the sweater you buy for 5 CHF in a major retailer was produced in factories that do not comply with European social and environmental regulations.

Please note, this is not about making you feel guilty, but rather about thinking about another, more respectful way of consuming at all levels.

What if you embarked on an eco-responsible adventure with your next purchase?