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In our last article we talk about transparency in the fashion industry and why it is so important and beneficial for a fashion brand to incorporate transparency into its practices. Today we want to introduce you to 10 brands that are already working to provide transparency to consumers. Let’s discover them!
#1 Avani
A Swiss label dedicated to bringing a transparent and ethical approach to the fashion industry. They only use innovative natural materials (such as Tencel, flax, or hemp) and “low-impact dyes” that are free of heavy metals, corrosive agents, and other toxic products. They take a local approach to supplier selection, offering clothes made in French workshops with excellent know-how, complete transparency, and a lot of passion.
On their website they openly share: “It’s our job to inform our community about our approach and our challenges. We share everything with you! Our creations have no secrets for you, from the origin of the raw materials to each step in the manufacturing process, and down to their real cost of materials … This is why we work with partners who guarantee the traceability of the products they supply us … In addition to reducing the carbon footprint, it allows us to know who is doing what and, therefore, to trace our materials. In order to be completely transparent with you, you can have access to all the information related to the origin and sustainability of our materials by scanning the QR code that is found on each product page of our e-shop and on the labels of the clothes.”
#2 Amendi
Amendi is a Swedish-American denim brand founded in 2020 which focuses on transparency in order to establish themselves as the “most transparent denim brand in the world.” Transparency is achieved through full supply chain traceability and a “fabrication facts tag” attached to each garment that states the most important facts about the garment and the suppliers involved in the manufacturing process.
Based in Copenhagen, this label creates eco-friendly, low-impact, and recycled underwear, activewear, and everyday essentials.
To be as transparent as possible about their manufacturing process and emissions, they have an impact report on their website with different chapters addressing various impacts: from the CO2 emissions of the entire supply chain and for the entire year to the materials they use and where they come from. An intriguing aspect of their communication is how openly they share their mistakes along the way and how they are reversing or changing things to prevent them from happening again!
#4 Ganni
Founded in 2013 Ganni, proposes itself as a vehicle for change as a fashion brand. Believing that they can demonstrate the impact that a fashion brand is capable of making: They hope to inspire change on a larger scale by reducing their carbon footprint, adopting circular business models, and taking a strong stance on supply chain accountability. They launched their “Responsibility Game plan” in 2019 to encourage themselves to achieve the goals they were setting for their business. The Game plan includes 44 goals to be achieved by 2023 and takes a holistic approach to responsibility, covering the entire business, with the goal of bringing GANNI to an industry best-practice level in multiple areas. In 2020, they accomplished 15 of the 44 goals and 30 by the end of 2021. All of their accomplishments, both past and future, are listed on their website page, where they share their progress.
#5 Veja
You may be familiar with this sneaker brand who has been producing sneakers in an unconventional way “combining social projects, economic justice, and ecological materials”. What you may not know is that they have a whole “transparency page” on their website where they give all the necessary information about their supply chain, materials, production processes, and the costs they have to sustain along the way in order to give the costumer all the useful information to make a responsible choice when purchasing their clothes.
#6 Mud Jeans
Started in 2012 Mud jeans has now become an exemplary circular fashion company. They began their journey in jeans production with the knowledge that jeans are one of the most polluting items in fashion, so they decided to produce differently, using recycled cotton and high-quality materials. They truly believe in creating a product that is beneficial to everyone who comes in contact with it, from the people involved in the manufacturing process to the final customer. As a result, on their website, you can find all of the useful information about their material selection and manufacturing process; they also have a map that shows where in Europe each step of the supply chain occurs in order to be transparent about every step.
#7 Twothirds
As an innovative fashion brand, twothirds were concerned about the environmental and social impact that the fashion industry had been attempting to ignore for decades, and they wanted to do things differently. They decided to focus on alternative materials such as tencel, lyocell, hemp, and linen, which all require fewer resources than conventional cotton and have fewer negative environmental impacts, which is better for both the environmental elements involved (Soils, rivers, waters, and air) and the communities and farmers who can live healthier, more secure lives. They also wisely chose their production locations, preferring short-distance European producers to strengthen their connection with their suppliers and have less impact due to transportation. They have a page on their website where they share all of the information about their production practices and vision.
#8 Naz
Naz is a portuguese brand born in 2016 that is eager to deliver fashion that is made fairly in Portugal. Not only with consideration for the individuals who make it, but also with respect for our natural resources. They are committed to transparency and sustainability for their fashion brand as they want to share all of the information they have available about their processes, from sourcing to product handling. On their website, you can learn about their performance as a certified b-corp, as well as what they are still working on to improve and reach their mission of prioritizing the environment and society in their business practices.
Fair Works is a German-Indian fair fashion label that creates socially and environmentally responsible clothing. Their mission is to create clothes and accessories that not only make their customers happy, but also the people involved in their production. To safeguard the wellbeing of all participants, it is important for the brand to give customers information about the people involved in their supply chain. They want to promote their vision for a different textile industry that focuses on people and the environment rather than profit. For this reason, on their website, you can learn a lot about the people who make the clothes you’re buying, learn their names, see their faces, their working conditions, and more.
#10 Asket
Born in 2015 with the intention of producing only meaningful essentials, Asket is constructing a permanent collection of “zero-compromise pieces”, made with full transparency and lifecycle responsibility. They launched Full Traceability in May 2018, and decided to develop their own standard by disassembling each garment into its raw components, tracing them back to their origin, and incorporating that information into the labels of each piece of clothing.
“Every garment is the product of scarce natural resources and delicate human labor. But the full picture is rarely told: Every piece makes an impact and has a cost. We want to give the whole picture, helping both us at ASKET and you as an individual make more informed decisions”.
So what do you think? It seems like there is really a lot to learn from these brands. They are all spreading the message that making a difference, doing things differently, ethically in the fashion industry can be as simple as committing to transparency by disclosing information you already have about your supply chain, materials, and production processes. It’s a small step, but it will make a big difference in how consumers perceive your brand because you’re giving them the opportunity to make an informed decision and build trust in your brand.
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