We created this website because we believe in the power of clothes. If we can understand the environmental impact of a T-shirt or pair of jeans, we may be inspired to learn how other products are made, what they are made of, and their connection to a healthy environment.
Our site is about clothes and fashion. We hope to inspire you to discover new brands, curate an environmentally friendly wardrobe, and support companies working to transform the fashion industry from a make-take-waste model.
Let’s start with the obvious. As consumers, we all wear clothes, and as Americans, we spend a lot of money buying those clothes. Most of this website will examine which brands are trying to change their supply chains and production cycles. Some are already doing better, some are trying to do better, and some aren’t doing anything. For now, we’ll look at how not only the brands, but also our purchasing habits need to change.
The term “fast fashion” was first used in a December 1989 New York Times article. Today it has become synonymous with a business model prioritizing speed and trendiness over quality and sustainability. Brands like Zara, H&M, Forever 21, Shein, Temu, Boohoo, Uniqlo, Fashion Nova, Asos, and PrettyLittle Thing have thrived on this model, offering poorly made, disposable clothes at the lowest possible prices. It’s a cycle of buying, wearing, discarding, and then starting all over again with something new that we, as consumers, have gotten addicted to without considering the environmental impact.
Our goal is to introduce you to sustainable clothing brands sold in or near where you live. We want to demystify brands marketed as sustainable and provide you with a clear understanding of their sustainability claims and ongoing efforts.
