In today’s business world, sustainability has gained tremendous significance and has become a crucial criterion for consumers when selecting a brand. In the beauty and fashion industry, products and services originating from renewable raw materials and safe constituents are labelled as sustainable. According to research, the beauty industry is expected to be nearly worth $430 billion dollars in the next five years, with consumers tilting toward harmless, organic and sustainable products. The same research report detailed that around 80% of consumers believed sustainability is vital, and 60% would love to alter their shopping patterns to reduce environmental impact and contribute to green activities.
To become a sustainable brand, businesses have to focus on certain components, including recycled packaging, harmless ingredients, biotech constituents, eco-friendly manufacturing processes, efficient supply chain operations and many more. Most significantly, brands need to derive final products from renewable resources to win the hearts of shoppers. Beauty and fashion brands have had a bad reputation as they mostly contribute to environmental pollution. As per Forbes, the industry accounts for around 10% of global CO2 emissions, which is more than international flights and shipping combined. Realising this, many brands are now jumping on the bandwagon to further their sustainability efforts. This is also an outcome of changing consumer needs and behaviours, as research revealed that younger consumers value “transparency, honesty and authenticity”. Brands that are transparent about their products and share information about manufacturing and leaving an environmental effect are valued by shoppers.
We have compiled a list of some amazing ethical European brands that are sustainable and doing all they can to reduce carbon footprints and save people, animals, and the planet equally.
People Tree is the first eco-friendly and sustainable brand on this list. This brand operates in London and Japan and was founded in 1991 by Safia Minney. People Tree became the first fashion brand to receive the World Fair Trade Organisation Fair Trade product label as it pioneered the concept of Fair Trade and Ethical Fashion. The brand sources organic fabric material way before it was trending to opt. The brand not just follows fair and ethical practices, but also urges its shoppers to remain mindful of ethical activities.
2. Infantium Victoria
Infantium Victoria is a German brand that follows ethical practices and was founded in 2014. The brand offers some chic vegan luxury apparel for all ages. This Berlin-based platform is loved by many consumers and its fashion products got certified by Global Organic Textile Standard (GOTS). The brand also offers pre-loved and previously owned products that are perfect to be worn again to diminish textile waste.
3. Avani Apparel
Avani, a French apparel brand, offers eco-friendly, fair and transparent clothing to shoppers, especially women. The brand has a workshop in a commune of France, Marcollin, and is loved by many french consumers due to its ethical and sophisticated apparel choices offering intricate details. The brand caters to women of all sizes by offering a collection in sizes XS-L.
4. Kampos
Kampos is another luxury fashion brand offering high-end yet sustainable fashion choices to consumers. The brand originates from Italy and offers redefined luxury products that are handcrafted with love and aim to transform marine pollution into high-quality products. Kampos uses recycled plastic bottles, abandoned fishing nets and recycled nylon or/and organic fabrics to make luxurious clothing items. The brand takes into account every step leading to a sustainable environment and promotes the wellness of humans as well as protects the Italian sea. Kampos also manufactures inventory that is totally and infinitely recyclable. The brand specialises in men’s, women’s and kid’s fashion collections and also offers swimwear.
5. COSSAC
COSSAC is another sustainable brand that believes in offering trendy, chic apparel yet taking care of the environment and planet. Its fashion products are feminine and versatile and made from sustainable and approved raw materials. The brand offers a capsule wardrobe for the fall, winter, spring and summer seasons. Founder Agata Natalia Kozak rolled out this brand in the United Kingdom and truly believes in offering Transparency and social well-being to the shoppers.
Upshot
To continue attracting and retaining customers, brands need to seriously think and advocate for sustainable business operations and offerings. With the rising global warming, especially in Europe where the temperature remains higher than normal, it is about time brands foster eco-friendly initiatives and motivate consumers to do the same through the adoption of reusable shopping bags and giving away pre-loved fashion apparel, products and beauty products to people who would love to use them.
