What is ethical fashion?

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

An ethical fashion brand wants to change the whole system of the fashion industry, so that it is as little destructive or polluting as possible for people and the planet.

There are therefore different criteria and degrees taken into account to qualify a clothing brand aseco-responsible.

preconceived ideas about ethical fashion

Unfortunately, there are a few preconceptions about sustainable fashion.

First of all, it turns out that, contrary to popular belief, sustainable clothing is not for hippies, but for anyone who cares at least a little about what they consume and what they do.

These range from the mother who wants to clothe her baby in toxic-free clothing, to the hipster who buys clothes at thrift stores, to anyone who wants to adopt a responsible approach.

Another misconception is that clothes are not trendy and are downright ugly. Today, this is no longer the case: there are many brands offering quality clothing, created in beautiful materials, well-cut and trendy.

Finally, we often hear that ethical/eco-responsible clothing is too expensive. Once again, it's better to buy a beautiful piece that will last over time than 10 that you'll only wear a few times and that will quickly wear out.

Of course, you'll spend more on a T-shirt at the time, but in the medium to long term you'll certainly save money. What's more, you'll have a clear conscience and enjoy wearing your clothes all the more.

Swiss ethical fashion

There are a growing number of eco-responsible fashion brands in Switzerland. Despite imported raw materials and high labor costs, some brands are emerging and guaranteeing an ecological approach to production and sales.

But to dissociate all these brands, you have to know how to question the brand's overall approach.

How can you recognize an ethical brand?

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

• Number of pieces per collection

A brand's responsibility begins with the number of pieces produced per collection. Slow-fashion is a guarantee of quality on two levels.

First of all, take the time to make and produce the garment. This means not churning out one collection after another, and avoiding unnecessary pollution caused by abundance. It also means offering customers quality over quantity. Helping them choose a garment they'll keep for a long time.

• Country of manufacture

A fashion brand that claims to be ethical tries to avoid transport as much as possible, thus reducing its carbon footprint.

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

• The materials

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

Flax and hemp are two particularly environmentally-friendly fibers that are readily available in Europe. There's also organic cotton, which is still preferable to "normal" cotton, but production is still a long way from Switzerland, and generates high water consumption (which is not environmentally friendly). New organic materials are also emerging, such as tencel and mushroom leather.

Beyond these materials, eco-brands can practice upcycling or reycling. In the former case, old garments are recycled to create new ones. They are then diverted from their original use to give them added value. In the second case, old clothes are destroyed until they are reduced to fibers. A new thread is then woven, enabling the production of a new garment from an old raw material.

• Labels

There are a few 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 toxicity or allergens in textile materials.

It is also difficult to rely solely on the presence of one or more labels to know whether a brand is ethical or not. Indeed, it seems almost impossible for a brand to respect all the social and environmental aspects of its products from A to Z.

Finally, obtaining a label or certification also comes at a cost that some (small) brands can't afford. Not having an organic/Oeko-Tex label, etc., doesn't mean you don't have a responsible approach. Conversely, holding an ecological certification should not be enough to judge a brand's ethical quality.

• Packaging

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

Ethical and eco-responsible clothing is also clothing whose marketing has been thought out and thought through to have a low impact on the environment. Logically then, sustainable clothing brands make sure to supply eco-friendly containers and, above all, to limit packaging with a view to zero waste.

Why choose ethical brands?

Quite simply, for ethical reasons.

An awareness that the sweater you buy for CHF 5 in a supermarket has been produced in factories that do not respect European social and environmental regulations.

Please note that we're not trying to make you feel guilty, but rather to encourage you to think about a different way of consuming that's more respectful at every level.

What if you were to embark on an eco-responsible adventure with your next purchase?