In recent years sustainability has taken a much favoured front and centre stage in the fashion world. Gone are the days when it came about as a fancy buzzword for a university fashion graduate to try and push their work out to the public, in fact people now demand that the brands they buy are sustainable, and believe in something they as customers believe in. It’s a relatability factor, which becomes a much more important facet of a brand in an ever evolving social landscape full of digital noise, with brands and corporations trying to sell us products.
This article comprises a list of heavily sought-after British sustainable fashion brands to get you in the spirit of shopping and looking after your clothes to ensure durability.
But what is sustainability?
Sustainability is the practice of meeting our present needs without compromising the ability of future generations to meet theirs. It encompasses a holistic approach that balances economic growth, environmental health, and social well-being. In the context of fashion, sustainability involves using resources responsibly, reducing waste, minimizing carbon footprints, and ensuring fair labour practices. This means adopting eco-friendly materials, ethical production processes, and promoting transparency throughout the supply chain. Ultimately, sustainability seeks to create systems that are not only enduring but also beneficial to both people and the planet.
Stella McCartney
Over the years Stella MacCartney has redefined what it means to be a conscious designer. Known for her impeccable tailoring and innovative use of eco-friendly materials, the brand is a staple in the sustainable high fashion space. With pledges like going feather-free and being the first luxury house in the world to sign the PETA Feather-Free Pledge, committing to never using feathers again; or their recent campaign featuring Cara Delevingne. Whether it’s her vegan leather handbags or her chic, cruelty-free ready-to-wear pieces, every item is crafted with the environment in mind.
The Summer 2024 campaign, featuring Cara Delevingne and shot by Harley Weir at Veolia's recycling plant, highlights the staggering waste in the fashion industry and promotes a shift towards sustainability. With garments now exceeding 100 billion annually and creating 92 million tonnes of waste each year, the campaign showcases Stella McCartney's most sustainable collection yet, crafted from 95% conscious materials, and emphasizes the importance of a circular future. McCartney’s continuous innovations, like recycled cashmere and Econyl®, alongside collaborations for eco-friendly accessories, underscore the brand’s commitment to reducing waste and fostering sustainable solutions.
Mother of Pearl
At the intersection of luxury and sustainability sits Mother of Pearl, a brand that marries ethical craftsmanship with contemporary design. Creative Director Amy Powney has steered the label towards transparency and eco-friendly practices, ensuring every garment is both beautiful and sustainably sourced. From organic cotton dresses to sustainably produced silk blouses, Mother of Pearl offers a wardrobe that’s as kind to the Earth as it is to your style.
Phoebe English
Phoebe English’s eponymous label is synonymous with meticulous craftsmanship and zero-waste design. Her collections are characterized by their sculptural silhouettes and innovative fabrications, all of which are produced with minimal environmental impact. English’s commitment to sustainability is evident in every stitch, making her pieces a must-have for the conscious consumer.
RÆBURN
Christopher Raeburn’s RÆBURN label is a masterclass in upcycling and innovative design. Known for repurposing military fabrics and utilitarian garments, RÆBURN transforms the discarded into the desirable. His collections are not only fashion-forward but also deeply rooted in sustainability, making RÆBURN a beacon of responsible fashion.
E.L.V. Denim
E.L.V. Denim (East London Vintage Denim) is revolutionizing the way we think about jeans. By repurposing vintage denim and transforming it into contemporary styles, E.L.V. Denim ensures that no two pairs are alike. This zero-waste approach not only reduces environmental impact but also offers a unique take on an everyday staple.
Bethany Williams
Bethany Williams is not just a designer; she’s a changemaker. Her brand is built on the principles of social and environmental responsibility, creating collections that support communities and use recycled materials. Williams’ designs are a blend of modernity and mission, proving that fashion can indeed be a force for good.
Veja
While technically a French brand, Veja has strong ties to the UK fashion scene and is a beloved staple among British eco-warriors. Known for its stylish and sustainable sneakers, Veja uses organic cotton, wild rubber, and recycled materials to create footwear that’s both trendy and ethical. These sneakers are the perfect addition to any sustainable wardrobe.
People Tree
A pioneer in sustainable fashion, People Tree has been championing ethical production since its inception. With a focus on fair trade, organic fabrics, and traditional artisan techniques, People Tree’s collections are as thoughtful as they are beautiful. From timeless basics to standout pieces, every garment tells a story of positive impact.
Komodo
Komodo has been a stalwart in the sustainable fashion scene for over 30 years. Combining contemporary design with eco-friendly materials, Komodo’s collections are versatile, stylish, and kind to the planet. From organic cotton shirts to recycled polyester outerwear, Komodo offers a comprehensive range of sustainable fashion essentials.
Ninety Percent
Ninety Percent is redefining the fashion business model with its unique approach to profit-sharing and sustainability. The brand donates 90% of its distributable profits to various charitable causes, all while creating sleek, modern basics from sustainable materials. This brand is perfect for the style-savvy consumer who wants to make a difference with their purchases.
Meadows
For those who adore vintage-inspired aesthetics with a modern twist, Meadows is the brand to watch. Known for its romantic, bohemian designs, Meadows uses sustainable practices and natural fibres to create collections that are both dreamy and eco-conscious. From flowy dresses to intricate blouses, every piece is a nod to timeless elegance.
Toogood
Toogood is a design house that transcends fashion, blending art, architecture, and clothing into a singular, sustainable vision. Founded by sisters Faye and Erica Toogood, the brand is known for its sculptural shapes and utilitarian designs, all crafted with a commitment to sustainability. Toogood’s pieces are more than garments; they are wearable works of art.
As the fashion industry continues to evolve, the importance of sustainability cannot be overstated. These British brands are at the forefront of this vital movement, demonstrating that style and sustainability are not mutually exclusive but can indeed complement each other beautifully. By embracing innovative practices, ethical production, and a commitment to environmental stewardship, they offer a compelling vision for the future of fashion. As consumers become increasingly aware of the impact of their choices, supporting these brands is not just a fashion statement but a step towards a more sustainable and equitable world. So, as you curate your wardrobe, let these pioneering labels inspire you to make choices that are as good for the planet as they are for your personal style. Fashion, after all, is not just about looking good—it's about doing good too.
