As considerate consumption moves from consumer choice to consumer necessity, brands are shaping up. Game-changing sustainability initiatives seem to be launching almost every week, with big brands surprisingly leading from the front. Here, we take a look at June’s sustainability wins.
Proving that mainstreaming sustainability is achievable is e-tail behemoth Asos, which has announced plans to ban mohair, cashmere, silk, down and feathers across its entire platform by January 2019. The British company, which sells more than 850 labels, joins high-street heavyweights such as Topshop, H&M and Marks & Spencer in its decision to ban mohair.
Another household name demonstrating the demise of niche sustainability is department store chain John Lewis, which has launched a buy-back scheme with social enterprise Stuffstr. The UK-based retailer will buy back worn and unwanted clothing from its customers – including underwear and old socks – before either reselling, mending, or recycling them to make new products.
Swedish fast-fashion retailer H&M will permanently install a clothing repair service at its newly renovated flagship in Paris, France. The station will allow customers to mend all types of items, and also offer customisation, embroidery, patches, sewing kits and laundry bags that help keep plastic residues out of the water system.
Leaving sustainability as an afterthought isn’t good enough. With an increasingly informed and compassionate consumer population, it’s imperative for niche and household brands alike to embrace the change.