Slow fashion and sustainable clothing brands have become a trend as people are more and more worried about the health of our planet. Consumers have started to become more conscious of their purchasing behavior, and quality and longevity are trending when buying clothing. This is great as fast fashion is a huge environmental polluter and in fact, it has been studied that three out of five fast fashion items end up in a landfill instead of reused or recycled. Fast fashion isn’t only an environmental issue, it is also significantly affecting the employees of the companies. According to a survey conducted by Fashion Checker, 93% of surveyed brands aren’t paying garment workers the living wage. Therefore, the majority of garment workers aren’t able to afford life’s basic needs. None of the biggest fashion brands are paying their garment workers a wage that they can live on, even though fair pay for labor is a fundamental human right.
We want to support slow-fashion and sustainable brands that are making a difference. We would like to share with you our top 10 sustainable clothing brands. We have put together a list of brands that share our values of sustainable materials and ethical manufacturing processes. These 10 brands are working towards slow-fashion that doesn’t burden our planet. The brands are providing conscious consumers what they actually want: sustainable, ethical clothing pieces that are good for people and good for the planet. Below each brand, we have also listed the marketing channels the brands are using to grow their business organically.
Oh Seven Days is Australian/Canadian mindfully made clothing brand for women. The brand is based in Istanbul, where all the items are made. Oh Seven Days is focusing on sustainable, slow fashion pieces, essentially made from fast fashion’s leftover fabrics. The used materials are sourced from deadstock fabric rolls. The brand that is contributing to the concept of The Power of Circularity.
Oh Seven Days uses Facebook to introduce new items, and inform about giveaways and news
Oh Seven Days’ Instagram is used to share pictures of their items and inspirations
Oh Seven Days is using their Pinterest account to promote new collections
Youtube channel of Oh Seven Days is mainly used to share tutorials and interviews
In the blog, Oh Seven Days is sharing posts about slow fashion
Customers can sign up to the mailing list for exclusive discounts and brand updates
Label By Three is a sustainable clothing brand from Phoenix, Arizona. Their items are focusing on minimalism, sustainability and versatility, and they are all handmade. All the materials used are quality deadstock fabrics from independent sellers located in the USA. The fabrics are vegan-friendly and never derived from animals. Label By Three never sells exactly the same designs as all the fabrics are limited in quantity, which makes each piece of clothing unique. Their packaging is always fully recyclable, biodegradable and made in the USA.
Label By Three is mainly using Facebook to introduce their items
Label By Three is mainly using Twitter to introduce their items
On their Instagram feed, Label By Three shares pictures of their beautiful items along with other inspirational pictures
Pinterest account of Label By Three is focused on sharing inspiration and mood boards
In their blog, Label By Three has shared their monthly Spotify playlists
On the website of Label By Three, their customers can sign up to their newsletter to receive updates, stories and art they like
MUD Jeans is a circular fashion company. They are not only selling jeans that are made of organic cotton and recycled cotton but they have also introduced the ‘lease a jeans’ program where the circularity is put into action. By leasing a pair of jeans from MUD Jeans, you will pay for the performance of the jeans and the company will still own the raw materials and get them back after you are done leasing them. MUD Jeans is truly transparent of its actions and the impact of each pair of their jeans.
On their Facebook page, MUD Jeans is introducing their items, articles and other relevant content
On Twitter, MUD Jeans is sharing and resharing important content of their brand, and also sharing other relevant sustainability content
Instagram feed of MUD Jeans is focused on sharing content of their items
On their Pinterest, MUD Jeans is introducing their collections. There can also be found inspirational pins and boards related to sustainability
Youtube channel of MUD Jeans has lots of content of their brand and their manufacturing processes
Blog of MUD Jeans is actively updated. The content shared in the blog is focused on sustainability
On MUD Jeans website, the customers can sign up to their newsletter
The Classic T-Shirt Company is a brand from California. All their items are made of 100% organic cotton, and they are handcrafted and inspected for quality. The Classic T-Shirt Company partners with one of the leading state-of-the-art factories in California to guarantee fair wages, reasonable hours and excellent working conditions.
Facebook page of The Classic T-Shirt Company is focused on introducing their items and sharing relevant sustainability content
On twitter, The Classic T-Shirt Company is introducing their items
Instagram feed of The Classic T-Shirt Company is focused on sharing pictures of their items
The Classic T-Shirt Company is introducing their items on their Youtube channel
On their blog, The Classic T-Shirt Company is sharing t-shirt and sustainability related content
On the website of The Classic T-Shirt Company, the customers can sign up for their newsletter
Whimsy + Row is an eco-conscious lifestyle brand located in California. They create limited run batch items that are handcrafted under ethical conditions in Los Angeles. Their items are made of locally sourced, upcycled and low impact materials. Whimsy + Row lower their carbon footprint by producing their items locally.
Facebook page of Whimsy + Row is focused on introducing their items, sharing discounts and sharing their blog posts
On Twitter, Whimsy + Row is resharing their instagram posts
Instagram feed of Whimsy + Row is focused on sharing business related content
On Pinterest, Whimsy + Row is sharing their items and collections
On their blog, Whimsy + Row is actively posting content related to their brand and sustainability
On the website of Whimsy + Row, customers can sign up for their newsletter to receive information of their exclusive deals, launches, eco tips and events
Vege Threads is an Australian clothing brand. It’s aim is to create long lasting, beautiful pieces for everyday use. All of their clothing pieces are manufactured in Australia using organic and eco-friendly materials. Since 2018, Vege Threads have been a part of 1% For The Planet program. 1% of their profits is donated to their chosen environmental projects and NFP movements locally and worldwide.
Facebook feed of Vege Threads is mostly focused on introducing their items
On Instagram, Vege Threads is sharing content related to their brand and items
Christy Dawn is a sustainable, slow-fashion clothing brand from the US. They are committed to practices that honor Mother Earth and all her people. Christy Dawn is repurposing fabrics and creating beautiful clothing pieces from deadstock fabric, mostly sourced from Los Angeles.
On Instagram, Christy Dawn is focused on introducing their beautiful clothing pieces
The blog of Christy Dawn is full of content sharing moments with team members or other individuals sharing their stories, and nature and sustainability related articles
On Christy Dawn website, the customers can sign up to follow the brands journey
MATE is a sustainable brand from Los Angeles that offers women beautiful and sustainable items. All the clothing pieces are created from non-toxic, natural and organic materials. Their supply chain is localized, and all the clothing pieces are cut, sewn, dyed, packaged and shipped in Los Angeles. All their packaging is made of 100% recycled materials.
On Facebook, MATE is mostly sharing information of their events and giveaways
Instagram feed of MATE is introducing their items
MATE is using Pinterest to share their items, and also other inspirational pictures
On the website of MATE, customers can sign up to receive 10% discount of their order
MATE has an affiliate program. You can join this program here.
Vetta is a sustainable clothing brand from the US. They are using not only sustainable fabrics to make their products, but also sustainable factors to guarantee an ethical and sustainable manufacturing process. They are mostly using Tencel, organic cotton and deadstock fabrics on their clothing. What is special in Vetta, is that you can not only buy individual clothing pieces but also capsule wardrobes containing five versatile pieces that can be mixed and matched to create a month’s worth of outfits.
On their main Facebook page, VETTA is mostly introducing their item. They also have another Facebook page VETTA Collective, which is a space to talk about sustainable fashion, capsule wardrobes, outfits and more
Instagram feed of VETTA is focused on sharing pictures of their beautiful clothing pieces
On Pinterest, VETTA is sharing style inspiration
Blog of VETTA has posts related to their brand and sustainability
On VETTA’s website, the customers can sign up to become an insider
Boyish Jeans is a collection of sustainable women’s denim located in Los Angeles. The brand utilizes men’s fabrics and fits tailored for a woman’s body. All the items are made of sustainable materials and went through environmentally-friendly and cruelty free processes. The pieces are made in ethical factories, where they use less-chemicals and one-third of the water that normally takes to make a pair of jeans. All the processes from manufacturing to shipping, have a minimal impact on the environment.
On Facebook, Boyish is focused on introducing their items
On Instagram, Boyish is focused on introducing their items
Boyish is focused on sharing inspirational pins about fashion on their Pinterest account
On the website of Boyish, the customer can sign up for their newsletter to receive exciting content each week as well as updates on new products, promotions, exclusive deals and much more
Organic marketing for sustainable brands
Some of the brands we listed are great examples of sustainable brands using organic marketing strategies to grow their business. Organic marketing can be defined as marketing that brings consumers to your business by providing them with what they need rather than directly advertising all products for them. Simply, organic marketing strategy provides traffic to your business naturally over time without paid advertising or sponsorships. Below each brand, we have added the organic marketing strategies they are using.
Let’s take a look at the brand Oh Seven Days, Istanbul-based, sustainable clothing brand for women. Oh Seven Days is a value based brand that provides its customers with what they need, slow-fashion that is ethically made. The brand shares its actions transparently to its customers to provide authentic information of all the materials and processes of the company. Oh Seven Days markets the brand actively on social media by sharing posts on Instagram, Facebook, Pinterest, Youtube and blog. They are not only sharing images of their own items, but they are also sharing posts in their blog to educate the consumers, and interviews on their Youtube channel to introduce their special guests. Oh Seven Days is working hard to attract new customers by organic marketing methods.
Organic marketing strategy is important for sustainable brands as it helps brands to gain consumers that are truly interested in their products. These consumers are often long-term customers as they have found the brand on their own and not pushed by advertisements or sponsorships. It has been studied that the majority of the customers, 70-80% of all ignore paid advertisements and focus only on organic results. Organic marketing is best used to develop brand voice and awareness, and to enable authentic interactions with the customers.
Author: Oona Yletyinen