Image: Outerknown

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The Best organic Flannel Shirts for Men and Women

The fashion industry is currently experiencing a significant transformation, with sustainability becoming a central focus. Nowadays, there are sustainable options available for almost every piece of clothing, including flannel shirts! These flannels are made from organic cotton or recycled materials, making them a responsible choice for any consumer looking to build a more sustainable wardrobe. Sustainable flannels are not only better for the planet, but they also offer style and versatility. Whether you want to dress up for a night out or go for a casual look, sustainable flannels provide a trendy and timeless option. They have a soft and comfortable feel, perfect for layering or wearing on their own.

Why Choose an Organic Cotton Flannel Shirt?

Organic cotton is a superior alternative to conventional cotton due to its adherence to organic agricultural standards. Its production method revolves around natural processes, thereby promoting the health of soils, ecosystems, and people. Also, Organic cotton farming prohibits the use of toxic chemicals or genetically modified organisms (GMOs).

Making the switch to organic cotton can result in significant water savings of up to 91% during the crop growth phase, as well as a reduction of 46% in greenhouse gas emissions. Furthermore, it grants farmers greater autonomy by eliminating the need to purchase expensive genetically modified seeds from a limited number of large corporations. Presently, only approximately 1% of all cotton produced is organic, underscoring the need for more individuals to abandon traditional cotton in favor of the more sustainable choice of organic cotton. To ensure the authenticity of organic cotton products, consumers should seek out certifications such as the Global Organic Textile Standard (GOTS) and the Organic Content Standard Certification (OCS).

Read more about Organic Cotton & GOTS Cotton.

Brand Rating Guide:

❤︎ = we like ❤︎❤︎ = we really like ❤︎❤︎❤︎ = we LOVE

Click here to learn how we rate brands on Sustainably Chic

Our Top Picks for Organic & Sustainable Flannel Shirts:

1. Pact

❤︎❤︎❤︎

For: Men & Women

Price: $78 - 88

Made In: India

Pact has a fantastic selection of sustainable organic cotton flannels.

They offer three options: one for men and two for women, including an oversized style and a regular style.

Each style is available in five different color combinations, giving customers plenty of choices.

What sets Pact apart is their commitment to sustainability and ethical production while having more affordable prices than other similar brands.

Their flannels are made in Fair Trade Certified Factories using GOTS organic cotton and are shipped in plastic-free responsible packaging.

Pact is also carbon neutral and has saved over 800 million gallons of water during production.

Their dedication to environmental and social responsibility makes them a standout choice for conscious consumers!

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2. tentree

❤︎❤︎❤︎

For: Men & Women

Price: $53 - 98

Made In: India

tentree is an environmentally conscious brand that focuses on providing sustainable clothing for those who embrace a laid-back lifestyle.

They prioritize using fabric blends such as organic cotton and Kapok to create flannels that are not only comfortable but also naturally insulating.

One of Tentree's notable initiatives is their commitment to planting trees with a goal of reaching one billion trees planted by 2030. This ambitious undertaking is aimed at making a significant impact on reducing climate change.

To date, Tentree has successfully planted over 30 million trees and has also been involved in land restoration projects in more than eight countries.

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3. Outerknown

❤︎❤︎❤︎

For: Men & Women

Price: $55 - 188

Made In: Peru

The Blanket shirts from Outerknown have gained widespread popularity for their commitment to sustainability and eco-friendliness.

These cozy flannel shirts are crafted from 100% organic cotton, ensuring both comfort and environmental responsibility.

What sets these shirts apart is the thoughtful use of corozo buttons, which are derived from tagua palm nuts collected from the forest floor, serving as a natural and sustainable alternative to plastic.

It's worth noting that Outerknown, a brand co-founded by pro surfer Kelly Slater, is accredited by the Fair Labor Association, underscoring its dedication to ethical production practices.

Furthermore, the brand stands out for its extensive use of recycled, organic, and 'regenerative' materials in 90% of its garments.

In a commendable move towards social responsibility, Outerknown collaborates with three partners certified by Fair Trade USA, further exemplifying the brand's commitment to ethical and sustainable fashion.

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4. Patagonia

❤︎❤︎❤︎

For: Men & Women

Price: $50 - 139

Made In: Fair Trade Certified™ factory in Vietnam

Patagonia is a renowned sustainable brand known for its commitment to providing ethically made outdoor clothing.

The brand offers a diverse range of colors, styles, and fabric weights, all crafted from 100% organic cotton.

What sets Patagonia apart is its dedication to minimizing environmental impact. A significant 64% of the materials they use are recycled, and they exclusively use organically grown virgin cotton.

Patagonia also maintains transparency by openly sharing information about their owned facilities and suppliers across the entire supply chain, allowing customers to make informed decisions about their purchases.

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5. Toad&Co.

❤︎❤︎

For: Men & Women

Price: $70 - 100

Made In: Turkey

Toad & Co is a reputable brand known for its environmentally conscious approach to fashion.

Their collection of flannel shirts, crafted from 100% organic cotton, not only promises high quality but also aligns with sustainable practices.

Toad & Co's commitment to sustainability is evident in their certifications from Bluesign and OEKO-TEX® Standard 100, with some products holding both certifications. This demonstrates their dedication to producing clothing that meets stringent environmental and human safety standards.

In addition to their environmental initiatives, Toad & Co is deeply committed to inclusivity. They operate a warehouse that provides training and employment opportunities for individuals with developmental and intellectual disabilities, reflecting their values of empowerment and diversity.

The brand's dedication to environmental conservation is evident through their membership in the Conservation Alliance and 1% For The Planet. Their support has contributed to the funding of 120 environmental protection organizations over the last two decades, showcasing their long-standing commitment to making a positive impact on the planet.

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6. CARPASUS

❤︎❤︎

For: Men

Price: $109 - 185

Made In: Portugal

CARPASUS is a Swiss-based clothing brand dedicated to providing high-quality, sustainable clothing.

Their signature line features organic cotton flannel shirts, which are specifically designed to offer warmth and comfort in colder climates.

What sets CARPASUS apart is their commitment to using only certified organic cotton, sourced from one of the top flannel fabric weavers in Portugal. The shirts are meticulously crafted by a Portuguese manufacturer located just a short distance from the weaving mill, ensuring a close-knit production process.

CARPASUS prioritizes sustainability by opting for natural corozo buttons over plastic, further enhancing the eco-friendly appeal of their products.

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7. Taylor Stitch

❤︎

For: Men

Price: $69 - 138

Made In: China

Taylor Stitch is an exceptional menswear brand renowned for its commitment to producing a diverse array of clothing items crafted from premium materials such as organic cottons, wools, and reclaimed fibers.

Their collection includes striking plaid flannel prints and a wide range of solid colors.

What truly distinguishes Taylor Stitch is their unwavering dedication to creating products that not only endure wear but also improve with time, which is a refreshing departure from the conventional approach to clothing design.

Taylor Stitch stands out as a remarkable brand that merits your attention and consideration!

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Image: eBay

eBay’s Secondhand Fashion Show at NYFW

In a major win for the sustainable fashion movement, eBay made history at this year’s New York Fashion Week (NYFW) by debuting its first-ever secondhand runway show in partnership with the Council of Fashion Designers of America (CFDA). The show was part of eBay’s campaign to bring circular fashion into the mainstream. Styled by TikTok star Wisdom Kaye and hosted by fashion writer Liana Satenstein, the show featured a live, shoppable “Endless Runway”, showcasing pre-loved pieces from American designers like Ralph Lauren, Brandon Maxwell, Off-White, and Simone Rocha. The concept of circularity was reinforced with an O-shaped runway, symbolizing the renewed life cycle of pre-loved garments. In addition to NYFW, eBay also debuted a secondhand runway show at London Fashion Week (LFW). Curated by eBay's Pre-Loved Style Director Amy Bannerman and co-hosted by model Leomie Anderson, this show highlighted British designers such as Vivienne Westwood, Alexander McQueen, and Craig Green. Pieces showcased on both runways were available for purchase on eBay, with daily drops of runway pieces designed to make secondhand luxury fashion more accessible to consumers.

Image: eBay

A Shift in Consumer Mindset

eBay’s shows come at a time when more consumers are shifting away from fast fashion. The global resale market has grown significantly, with eBay reporting that in 2023 alone, nearly $50 billion worth of secondhand luxury items were sold. Searches for “vintage” on eBay averaged over 1,000 times per minute in June, highlighting the growing demand for unique, high-quality items not found in traditional retail. Kristy Keoghan, eBay’s Global General Manager of Fashion, pointed out in an interview with Vogue that the goal of these runway shows is to make preloved fashion more accessible, adding that this could inspire designers to re-release archive pieces in future collections. With younger consumers driving demand for sustainable fashion, preloved clothing is no longer just a trend—it’s becoming integral to personal style evolution.

Why It Matters

eBay’s presence at NYFW and LFW underscores a broader shift in the fashion industry towards circularity. By bringing secondhand luxury fashion to such high-profile events, eBay is pushing the message that secondhand clothing isn’t just environmentally responsible—it’s stylish, unique, and worth coveting. While eBay’s secondhand runway shows represent a huge step forward for the sustainable fashion movement, experts caution that the growth of the resale market needs to be moderated. Francois Souchet, a sustainability consultant, noted that while secondhand shopping is a more sustainable option, it’s only truly impactful if it replaces new purchases. Platforms like eBay need to ensure that they don’t inadvertently fuel overconsumption under the guise of reform. To address these concerns, eBay UK launched the Circular Fashion Innovation Fund in 2022, in partnership with the British Fashion Council. The fund aims to support social enterprises, small businesses, and charities working toward a sustainable fashion economy. The success of these initiatives, however, will depend on broader systemic changes that prioritize the path forward—one that honors the past, while reimagining the future as circular.

Watch eBay’s entire Secondhand Fashion Show here.

What is Circular Fashion?

Circular fashion is an innovative approach that seeks to address the fundamental issues of the fashion industry by transforming the entire life cycle of our clothing. It aims to combat the problem of clothing waste by implementing sustainable practices such as recycling, reusing, and reducing the environmental impact of apparel production. This approach strives to create a more sustainable and ethical fashion industry for the benefit of both people and the planet.

You can read more about Circular Fashion here.

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About the Author:

Sushmitha Gururaj is an independent writer and content creator with over 10 years of experience educating audiences online about slow fashion, sustainable living and travel. A former neuroscientist turned science communicator by trade, she is a writer at heart! You can follow her on Instagram and find her writing on her blog. 

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Honest Review of AERA Luxury Footwear

With the luxury fashion industry under the microscope for unethical labor practices and notorious lack of sustainability, AERA emerges as a refreshing exception. True to its tagline, “luxury footwear without a footprint” - the brand offers high-end fashion while standing firm in its commitment to sustainability. As the first certified B-Corp in luxury footwear, AERA sets a new standard for eco-conscious luxury.

AERA’s timeless designs are ethically handcrafted in Italy, and demonstrate the value of slow fashion. Yes, they docome at a premium, but the exceptional quality, comfort (which is a rarity in a lot of luxury shoes), and classic styles make them well worth the investment. The pieces are created to last, and the designs never go out of vogue - a true testament to the value of slow fashion. 

Jackie Slingbacks

I have the Jackie slingbacks in black patent - $525, and worth every penny. You cannot go wrong with this pair. These classic flats, inspired by the timeless elegance of fashion icon Jackie Kennedy, are super classy and chic. With their sleek pointed toe, they transition seamlessly from day to night. I wear them with slacks to work, or jeans and a cute top for a night out with the girls. (Check out these guides for sustainable jeans or eco-friendly workwear brands).

The insole is cushioned, making these flats very comfortable. These do fit small, so we recommend sizing up half a size. In terms of care, the patent leather is super easy to clean - gently wipe with a damp cloth. You don’t need to use soap or any other cleaning products - these can actually damage the shine of the patent leather. 

All AERA’s designs are certified vegan - no exceptions. Every single component of the shoe has been thoughtfully selected, without sacrificing on style, quality, or comfort. The outer materials are made of a mix of cotton and polyesterand nylon. But no greenwashing here - AERA openly acknowledges the environmental concerns of these synthetics and is engaging in plastic offsetting. 

Their signature lining material is made from bio polyols - made from field corn not viable for human consumption. This corn is produced for ethanol and other manufactured products, so its use doesn’t divert resources for animal feed or other farm use. Additionally, bio polyols have a smaller carbon footprint than their petroleum-based alternatives. 

Is AERA a Sustainable Brand?

AERA is also very mindful of suppliers they partner with, and thoroughly vets for manufacturers engaging in sustainable and ethical practices.Their primary partner is an industry leader in non-leather, vegan shoe material. This supplier is at the forefront of innovation, recently investing in materials with lower plastic content and a higher percentage of recycled versus virgin components. They are also the first company to develop a 100% solvent-free material made with water-based resins. This is huge, because solvents (commonly used in adhesives and polishes to improve shoe quality and durability) are toxic chemicals that may be carcinogenic and neurotoxic, and may also affect the respiratory system.

AERA is highly selective about the suppliers they work with, partnering primarily with an industry leader in non-leather, vegan shoe materials for their outer material and lining—the majority of their raw materials. 

AERA is Carbon neutral certified. The brand has invested in several carbon and water offset programs, including reforesting 120,000 acres of marginal farmland in the Mississipi Alluvial Valley through the Green Trees Reforestation Project. Read more about AERA’s sustainability initiatives on their website - they have a lot of in-depth information which we love to see!

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Fast Fashion: What It is, How to Spot It & Why We Avoid It

Buying a new article of clothing used to involve visiting a seamstress, getting measured, choosing the materials, then waiting weeks for the piece to be made. 

Fast-forward to today, and waiting any amount of time for a single garment seems preposterous. Advancements in supply chain technology have greatly increased the distance between people who manufacture clothes and those who wear them. We also live in a society that expects instant access to whatever we want, whether it’s our groceries, the latest iPhone, or a new outfit. 

This combination is responsible for the rise of fast fashion, which has had a transformative impact on the way we value, buy, and discard our clothes.

- find 30+ fast fashion brands we AVOID here -

What is Fast Fashion?

Fast fashion refers to brands that produce high volumes of clothing throughout the year. Instead of launching new styles twice a year in the traditional spring/summer and winter/fall seasons, fast fashion companies have 52 micro-seasons. This gives consumers ongoing access to new, on-trend clothing at an affordable price. 

Since we pay less money for our clothes, we also value them less. It’s normal to wear something only a handful of times before discarding it. We’re less attached to the clothes we buy because new clothes are cheaper than ever before, and we can buy them online with the click of a button. 

There’s also more demand to keep our wardrobes fresh. Social media shows us what others are wearing, which amplifies the pressure to maintain a certain look. Appearing in the latest styles online boosts self-esteem and establishes a sense of belonging. If you can have brand new clothes at your fingertips each season, why wouldn’t you?

It turns out there’s a long list of reasons why it’s important not to support fast fashion. And, the low price we pay for these clothes comes at the expense of other people, the environment, and the irreplaceable future of our planet.

Why We Avoid Fast Fashion

Human Rights Violations

Fast fashion garments may be affordable for the end buyer, but those who make them pay a high price.

Garment workers in countries like Vietnam, Bangladesh, Cambodia, China, and India face long hours with little pay (the minimum wage for Bangladeshi workers was $68/month in 2013, but clothing factories often pay less). 

In 2013, workers at Bangladesh’s Rana Plaza—a garment factory producing clothes for brands like Walmart, JCPenney, and Primark—were forced to work in unsafe conditions even after a government worker ordered it closed. The building collapsed, killing 1,100 workers and injuring 2,500. 

Fast fashion also perpetuates child labor, gender-based violence, forced labor, and toxin exposure among the over 60 million garment workers worldwide, many of them women.

Resource Usage and Pollution

Producing materials for fast fashion is a resource-intensive practice. Cotton, for example, requires high amounts of water to grow. When farmed in countries like India, which are already facing freshwater shortages, it amplifies inequities in drinking water access. Currently, the fashion industry uses 79 billion cubic meters of water annually, a number that’s set to increase 50 percent over the next decade.

The fast fashion industry also pollutes the world’s water supply. The production of cotton is especially damaging because it uses fertilizers that run off into nearby streams and lakes, threatening wildlife—not to mention the release of toxic substances like mercury and arsenic which impact human and environmental health.

Land use is another negative side effect of fast fashion. The increasing demand on forests and grasslands for fast fashion not only threatens biodiversity; it reduces the amount of space available for growing sustainable crops for a growing population of people whose hunger needs aren’t being met. 

Waste Production

It’s hard to pinpoint just how much waste the fashion industry produces, but research has estimated that Americans send about 21 billion pounds of post-consumer textiles to the landfill annually, with just 20 percent being reused or recycled. Researchers predict the amount of waste will reach 148 million tons annually by 2030. 

Fast fashion garments also contain pesticides (thanks to conventionally-grown cotton) and are often treated with toxic chemicals like flame retardants, heavy metals, formaldehyde, and ammonia. These chemicals are added to boost clothing appearance and performance—like reducing wrinkles. 

So what happens to clothes that sit in landfills? Instead of breaking down, they leach chemicals into the ground, air, and water. Clothing that isn’t sold within the rapid production cycle, or which can’t be recycled or dumped, is incinerated.

How to Spot Fast Fashion

Fast fashion’s damage on people and the planet presents a sobering reality. However, increasing interest in both transparent supply chains and ethical consumerism has elevated the demand for more sustainable fashion. A 2020 report shows that nearly half of 18-24 year olds were very supportive of sustainable fashion (compared to 30 percent of 35-44 year olds). 

Brands are following suit, committing to ethical manufacturing, garment recycling programs, and sustainable, nontoxic textile production. While this is promising, some brands may make false claims in order to appeal to audiences. It’s hard to know when fashion brands are telling the truth about their sustainable and ethical practices (especially since there’s still a significant lack of transparency throughout the supply chain), and when it’s purely greenwashing.

Here’s a look at some of the most notorious fast fashion brands, even though some of them claim ethical practices.

Popular Fast Fashion Brands

H&M

H&M is one of the leading fast fashion brands facing scrutiny for its unethical labor and waste generation. Recently, the brand topped the Fashion Transparency Index, meaning they’re more honest about environmental and human rights practices than most brands.

Yet this rating doesn’t account for all their practices. For example, H&M launched in-store recycling bins, which are meant to provide a place where old clothes can be discarded ethically in exchange for a discount. These bins lead consumers to believe their old clothes will be turned into new garments, suggesting that H&M has changed its ways. However, research shows that just 35% of what’s put into these bins actually gets recycled, while the rest ends up in the landfill. 

Plus, repurposing old clothes into new garments isn’t actually as easy as it sounds, especially when it’s cotton. So consumers may feel more inclined to buy new clothes from H&M under the condition they’ll be recycled when that isn’t actually the case.

Nike

Nike is a global leader in athletic clothing. Their association with major sports teams and well-known athletes makes them seem trustworthy, but their practices suggest otherwise.

One of the biggest problems with Nike is its labor practices. They’ve been accused of forced labor in China, and have also been linked to forced inmate labor in the United States. While they do provide some information on their supply chain, including which remediation processes they’ve implemented and their greenhouse gas production, whether or not they pay all workers a living wage hasn’t been addressed.

From an environmental perspective, Nike still uses conventional cotton grown with pesticides (they’ve made some progress with a small percentage of clothing made from organic cotton). They also use large amounts of leather in their shoe production, which is an industry associated with high amounts of toxins and pollutants, plus animal rights violations.

Urban Outfitters

Urban Outfitters makes trendy, young-adult-focused clothing that’s popular on college campuses. 

Owned by the same parent company that produces clothes for Anthropologie and Free People, Urban Outfitters sells vintage-inspired clothes that appear to be repurposed, and the earthy, bohemian vibe presents the idea that their clothing is made in harmony with nature and made in small batches. They also sell clothing brands that are known to be sustainable, like Levi’s.

However, they’re actually a fast fashion brand convicted of numerous human rights and environmental violations. For one, they’ve been known to be quiet about their supply chain, and they haven’t shown evidence of minimizing waste or water consumption. Plus, they haven’t demonstrated that they pay their employees a living wage and have been known to ask their employees to work for free. 

Another reason to avoid Urban Outfitters is they’ve used cotton from Uzbekestan (which is known to use forced child labor), despite making a pledge not to. Also, Urban Outfitters and partner brands like Anthropologie have come under fire both for selling designs that further cultural appropriation and copying designs from Indigenous-owned brands and artists.

Shein

Shein is an online retailer that’s gained popularity in recent years, mostly for its high volume of trendy styles available at extremely low prices. 

Similar to sites like Romwe and Zaful, Shein isn’t doing much to communicate their environmental or human rights impact. They’ve always been tight-lipped about all aspects of their supply chain and worker policies. This lack of transparency is troubling because it suggests they have something to hide. 

Shein is a fashion producer as well as a retailer of other brands. This makes it more possible they’re sourcing from companies that use harmful manufacturing processes. Since ethical, sustainable clothing production requires a greater investment, Shein’s low prices indicate their practices are neither.

Shein has also demonstrated harmful religious and cultural appropriation with its designs, selling items like Islamic prayer rugs, swastika necklaces, and other clothing that misrepresents cultural identities and practices. 

Zara

Zara is a Spain-based clothing brand that sells European-inspired fashion in the United States and around the world. Zara is known as the brand that launched fast fashion on the global stage, and when they appeared in New York in the ‘90s, they touted their ability to take a product from concept to manufacturing to store in just two weeks.

Zara has tried to take responsibility for their influence on fast fashion, and similar to H&M, they’ve created a clothing recycling program called Close The Loop, which has in-store drop-off options. Yet, it’s unclear what happens to these clothes after they’ve been dropped in the bin, and there’s also no insight into how Zara manages or minimizes textile waste during the production process.

They’ve also taken steps toward increasing transparency around their supply chain. However, they’ve been shown to use forced labor and subject workers to unsafe and discriminatory environments.

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It’s clear that fast fashion causes lasting harm in many ways. There are also many more fast fashion brands that didn’t make this list. But by asking questions about a company’s labor and environmental practices, you can get a clearer understanding of whether or not they’re a company you’d like to support. For more information, see our post on Fast Fashion Brands We Avoid.

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About the Author

Michelle Polizzi is an independent writer and storyteller with 7 years of experience creating content online. Her writing has appeared in leading publications like Bitch, WELL+GOOD, Insider, and Healthline, and she covers topics like sustainable living, mental health, and intersectional feminism. Currently, she's pursuing an MFA in creative writing.

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Can sustainable fashion be profitable?

Amidst changes in global consumer behavior, intense competition, and a complex economic environment, this past year has been challenging for slow fashion businesses. Last Fall, the pioneering British fashion brand People Tree was liquidated after 30 years in business. A few months later, another industry veteran shut down: Mara Hoffman, the founder of the eponymous American brand, announced its closing in May. 

It’s perhaps no surprise that the current economic headwinds hitting the fashion sector might destabilize sustainable brands even more than the rest of the industry. After all, while regular businesses can bank on the old-school principle of generating revenue via the maximization of product sales, sustainable brands have to play smarter to achieve profitability while upholding their ethos. But what does playing smart entails for a slow fashion business? A recent study tried to figure that out. 

Figuring out the profit drivers of successful slow fashion brands 

Despite the ubiquitous attempts at greenwashing, a lot of reliable knowledge is available about the policies that make a fashion brand sustainable. Yet, there isn’t much out there about the intricacies of pursuing and maintaining profitability while implementing slow fashion practices. 

This knowledge gap is what the paper “Pursuing profitability in slow fashion: Exploring brands’ profit contributors” contributed to filling in. In their study published in the Dutch transdisciplinary journal “Journal of Cleaner Production” this year, the Cambridge University and Maastricht University scholars Sasha N. Sarokin and N.M.P. Bocken conducted semi-structured interviews with British slow fashion brands to probe which practices are connected to profitability.

The researchers focused their work on small and medium enterprises (SMEs), which comprise a sizable part of the British fashion industry and whose independence allows them to adapt their business models effectively. Some interesting results emerged from their semi-structured interviews with the owners and founders of twelve British slow fashion SMEs. 

Achieving profitability through desirable products, efficient operations, and consumer alignment

Unsurprisingly, good products are critical not just for sustainability but for profitability, too. A focus on product quality, aesthetic appeal, and versatility has, in fact, emerged as a profit contributor for the analyzed companies. Similarly, slower collection development with fewer styles and a trans-seasonal, non-trend-based approach can benefit this kind of fashion brands. Implementing fit-for-purpose production strategies, like close supply chains, on-demand or small-batch production, and the vertical integration of parts of the supply chain also work in favor of slow fashion SMEs. 

The same goes for maintaining a close relationship with those in the supply chain, which reduces costs and increases transparency. Attitude towards sustainable products has been shifting. While in the United States, according to the management consulting company McKinsey & Company, the sales of goods with claims related to their environmental performance overtook that of products lacking them, fewer American and European Gen Zers and millennials identified sustainability claims as a significant purchasing criterion compared to 2023. Yet, the key to profitability is finding the right customers rather than having the broadest possible appeal. 

The study shows that aligning with consumer values, fostering emotional attachment to goods and the brand, and effectively communicating slow fashion values to reinforce consumer loyalty are profitable practices for these businesses. Efficient storytelling can make a miscellaneous customer base feel like they are part of a like-minded community. 

Diversifying revenue streams by offering product services that promote sustainability, such as repair and customization or rental and resale, can also lead to positive outcomes if the companies manage these services to combine the promotion of slow fashion with the pursuit of additional revenue streams. 

This study shows that despite potential challenges with the proper knowledge and means, fashion companies can implement slow fashion values and thrive while promoting a positive and necessary shift in the fashion industry. 

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About the Author

Roberta Fabbrocino is a journalist specialized in climate change and sustainability-related topics. Her articles have been published in several international eco-publications. Roberta also works as a content writer for sustainable companies.

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