Brands that are Driving the Sustainable Movement forward

What does it take to make a change? Is it a hashtag, a piece of art, a protest, a well-made item?

We believe that change comes in various forms and formats. If it’s a well-written piece, it will ignite something within us to act upon an issue. In the case of art, a painting can move you and shift your perception of the idea it wants to communicate. Protesting has always shaken our impediments. When it comes to changing a massive industry such as retail, it takes educating costumers, making them conscious about their choices and the power of their voice. It comes down to the brand founders who can have a significant impact on how the industry can shift and move forward.

When it comes to sustainability and how close we can get to achieving it, Yvon Chouinard gives us the most realistic perspective from his recent interview with Fast Company:

“Everything man does create more harm than good. We have to accept that fact and not delude ourselves into thinking something is sustainable. Then you can try to achieve a situation where you’re causing the least amount of harm possible. That’s the spin we put on it. It’s a never-ending summit. You’re just climbing forever. You’ll never get to the top, but it’s the journey.”

You have probably heard the story about the Patagonia founder. The restless, Yvon Chouinard. Chouinard and his company have spent decades and millions of dollars fighting for environmental causes around the world.

There was a time where sustainable clothing resonated with people as something unflattering. Several brands are changing that perception and driving the sustainable conversation forward:

Patagonia belongs to both the Sustainable Apparel Coalition and 1% For The Planet. It rejects fast fashion by creating high-quality, long-lasting products, and offers a repair and reuse program. It even goes so far as to discourage customers from purchasing too many of its products. (Good on You)

Stella McCartney are a member of the Sustainable Apparel Coalition and has set some excellent environmental standards. They use numerous eco-friendly materials, including recycled polyester, organic cotton, and regenerated cashmere. They have waste-reduction strategies in place across their entire supply chain, and they measure and report on their direct and indirect greenhouse gas emissions. (Good on You)

Reformation set the standard for creating fresh, covetable, sustainable styles, and no doubt inspired a number of the fashion-forward, environmentally conscious brands we see today. (Elle UK)

Mother of Pearl is a sustainable and ethical luxury womenswear and accessories brand, founded by British designer Amy Powney.

Based in East London, the brand is the chic, fun poster-child of the sustainable fashion movement, with Powney committed to ethical activism, attempting to drive the conversation forward. (Elle UK)

BITE stands for By Independent Thinkers for Environmental Progress. So sustainability is — undoubtedly — this brand’s top priority. Its ‘Thinkers’ are plural because of the Stockholm and London-based brand founded by a team of four, united by its shared interest in the environment. (ELLE UK)

As consumers, we have the power to spark change ask more from brands on what goes on behind the scenes and urge them to act on the pressing issues that the fashion industry faces to become more sustainable.

Retell is a peer to peer rental platform that will be launching soon. Retell offers users a gateway to discovering and exploring ways of expressing themselves through clothes while becoming sustainable through renting or buying preloved items. Subscribe to our list at to get notified about our launch.

Peer-to-peer rental platform. Retell your story by expressing yourself through well made fashion pieces, while encouraging sustainability. Launching soon.

Peer-to-peer rental platform. Retell your story by expressing yourself through well made fashion pieces, while encouraging sustainability. Launching soon.