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Here in Great Britain alone, 10,000 pieces of clothing are being sent to landfill every five minutes – and that makes the best sustainable brands (that are affordable) all the more important. Because we're dumping clothes that are worth around £140 million in value every single year. Those jeans that are just sitting in your wardrobe took around 1,800 gallons of water to make, and many guys will throw them out after just three wears.
But what does sustainable fashion even mean? A term that's been thrown around over the past couple of years, it refers to apparel that is created and consumed in a way that can actually be, well, sustained. While this type of clothing has a reputation of being more on the expensive side, there are some environmentally-friendly and ethically-made brands that are, thankfully, much more affordable.
Founded in San Francisco in 2016 by Joey Zwillinger and Tim Brown, over the past seven years, Allbirds has made a name for itself as one of the most sustainable sneaker companies out there. Known for their use of natural and organic materials like eucalyptus, sugarcane, and wool, every single one of their products comes with a carbon footprint label attached, which is part of their strategy to be more transparent and honest with consumers.
This summer, Allbirds is set to reveal the M0.0nshot, which is the first net-zero carbon sneaker in the world. The brand also wants to run on one hundred per cent renewable energy by December 2025.
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Since 2015, Asket has been making some big, big waves in the sustainable fashion market. Unlike most brands, the Swedish menswear company sells just one, single permanent collection. There are no seasonal drops or on-trend lines to speak of, and this is the label's solution to the overproduction-overconsumption cycle that has plagued the industry over the past decade.
Everything is made to be worn again and again (and again). In fact, a paper by Wrap UK found that wearing something for just an extra nine months can reduce its carbon footprint by up to 30 per cent, so this is great.
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For Finisterre, it all starts with the sea. A brand that translates to ‘end of the Earth,’ it's been around since 2003 and takes inspiration from Britain's surfing culture as well as the ocean. Its apparel and accessories are crafted from 98 per cent organic cotton that's certified by Global Organic Textile Standard (or GOTS, for short), and 100 per cent recycled polyester and nylon. Basically, they make sure all of their materials are sustainably sourced, as well as sustainably made.
In 2021, Finisterre announced that they were conducting a full carbon assessment of their business in hope that they'll be fully carbon neutral in less than a decades time.
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Levi's is absolutely massive, and it's been around for much longer than all of these other brands added together. And, over the past few years, the creators of the 501 have implemented plenty of programmes and initiatives that focus on both the environment and ethics. In 2011, Levi's introduced its Water Less process which has cumulatively saved about 13 billion litres of water as of 2020.
In 2021, they launched their Buy Better, Wear Longer campaign, which is an initiative that encourages more conscious purchasing decisions. This means that you should only buy those denim jeans if you actually plan on wearing them – a far cry from competitors who might encourage you to snap up their latest collection just because it might sell out soon.
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Just like Levi's, Napapijri started off as one of those companies that really wasn't too concerned with the environment. With that said, over the years, the Italian lifestyle and outdoor brand has become more and more eco-conscious. At the end of 2021, the VF Corporation-owned label announced the Circular Series.
Made up of a series of outerwear pieces, each one is fully recyclable. That means that when you're finished with a jacket, you can send it back to Napapijri, where they'll reuse all of the materials to create an all-new piece, ready to be sold again. This is what's called 'Cradle to Cradle,' which is a lot more sustainable compared to the ‘Cradle to Grave’ approach used by most competitors. If it all sounds very morbid, and that's probably because it is.
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Founded by surf champion Kelly Slater in 2014, Outerknown's mantra is “For People and Planet.” And during the last 9 years, the Cali-based brand has made it its goal to combine style and function, while protecting natural resources. Its collections are made from organic cotton that's been certified to a high environmental standard, and it recycles most of its offcuts to minimise waste going to landfill.
Being a sustainable company isn't just about how kind you are to the planet, but also how kind you are to the people making the products. Outerknown's workforce covers all of the International Labour Organization's four fundamental principles, and they've also donated over $133,000 to improve the livelihoods of their makers.
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London's very own Pangaia is a force to be reckoned with. Even though it was only established in 2018, it has quickly become the go-to hoodie brand for many thanks to its use of recyclable, reusable, and renewable textiles. Just like Asket, it doesn't rely on seasonal collections and trendy drops. Instead the core range is full of essential products that are vegan, organic, and biodegradable. Basically, Pangaia are doing everything they can to keep Mother Nature as happy as poss.
While the other names in this article will market themselves as fashion labels, Pangaia like to think of themselves more as a material science brand. Over the past five years, they've been experimenting with a range of natural fabrics and substances. From seaweed to non-toxic dyes, there's really no wonder why it's regarded by many streetwear fans as one of the most sustainable imprints out there.
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Patagonia knows that everything they do has an impact on the planet. Rather than sugar coating the situation, the American outdoor clothing company is actually doing something about it. Loved by gorp-nerds who may or may not hike, Patagonia is always trying to find new ways to reduce their carbon footprint. In 2020, they made almost 90 per cent of their fabrics from recycled materials, and 100 per cent of the cotton has been grown organically, either by themselves or trusted suppliers.
In 2022, founder Yvon Chouinard announced that he will be donating all of the Patagonia's profits – some $100 million a year — to combat climate change and protect undeveloped land. They really do follow through.
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Christopher Raeburn is a British fashion designer who creates his collections from surplus fabrics. Ever since his first collection for Autumn/Winter 2010, the eponymous label has always looked for new and innovative ways to reduce waste across the industry. From reusing nylon parachutes to repurposing wool field jackets, as the brand's slogan states, it wants to change the world “through responsible design.”
Every decision that's made in the business is underpinned by Raeburn's four Rs: Remade, Reduced, Recycled, and Raeburn. These have been paramount to the London label's philosophy since 2001.
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According to a recent study, footwear manufacturing accounts for 1.4 per cent of global greenhouse gas emissions – which is pretty significant considering air travel is responsible for 2.5 per cent. This is where Veja come in. Founded by Sébastien Kopp and François-Ghislain Morillion in 2004, the brand has one aim in mind: To make the most environmentally-friendly sneakers in the world.
Each midsole is made from up to 40 per cent natural rubber which is sustainability sourced from the Amazon rainforest, directly from Seringueiro communities. The label has also used fish leather from tilapia in their shoes. These are usually discarded by freshwater fish farms, and they're upcycled through a handcrafted process that involves vegetable dyeing. If fashion derived from animals really isn't your kinda thing, Veja has an entire line of vegan-friendly sneakers, so not only will you look good, you'll actually do some good too.
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Looking for everyday menswear brands that are affordable? Find them here. Along with workwear and streetwear.