What is Sustainable and Ethical Fashion?

If you spend any time scrolling through Instagram or shopping online, you’ve probably noticed that ‘sustainable’ and ‘ethical’ are everywhere. It seems like every brand, big or small, is throwing these words around. And while its great that more people are thinking about the impact fashion has on the planet and its people, let’s be real- these terms have started to lose their meaning.

So, what do the words sustainable and ethical really mean when they’re attached to the fashion industry? And how do you spot the brands that are genuinely making a difference?

Let’s break it down.

The Overuse of Buzzwords: When ‘Sustainable’ Stops Meaning Anything

‘Sustainable’ and ‘ethical’ have become buzzwords in the fashion world, right? Brands love to throw them around in an attempt to boost sales and mitigate bad press. These labels are slapped on everything from polyester t-shirts to plastic shoes. But does that automatically mean those items are kind to the planet or the people making them? Not really.

This is where the term ‘Greenwashing’ comes in – something you should definitely know about if you’re into fashion. While it’s great that more people are leaning towards eco-friendly choices, these words are often used without much real meaning behind them.

Greenwashing happens when brands care about making themselves look sustainable and ethical, without making any changes to actually become more eco-conscious. This is reasonably easy for them to do as, within the fashion context, there is no set definition for words like sustainable and eco-friendly. So, they can use these terms to market themselves towards conscious consumers. As fashion lovers, we need to look out for this marketing trick!

What does ‘Responsible Fashion’ actually mean?

For us, ‘’responsible fashion’ means more than just using fancy labels. It’s about taking real steps to care for the planet and the people involved in creating our clothes and accessories.

So, what do we really stand for?

1. Caring for the planet: It’s not only about using ‘sustainable’ materials. Its about making sure our entire process – from the sourcing to the production- is as low impact as possible. This means we choose materials that are eco-friendly like our vegan leather, which is made from recycled plastics and wood based fibres. We also think about the longevity of the pieces. Items that last longer mean less waste – and that’s a win for everyone. Even think about packaging – we only use recycled and recyclable packaging, even down to our water-based glue on our stickers. This means absolutely everything you receive with your order can go in your recycling bin.

2. Caring for people: fashion shouldn’t come at the cost of the people who make it. Responsible fashion means ensuring fair wages, safe working conditions, and ethical treatment for everyone involved in our production process. From the artisans crafting each piece to the factories that produce them, we believe that every step of the journey should be one that supports and uplifts the people behind the scenes.

It’s About Progress, Not Perfection

We get it. The fashion industry is far from perfect, and no brand (including us!) is 100% sustainable or ethical. Under Her Eyes was established with the intention of challenging the typical fleeting trends of the fashion industry, while remaining kind to people and the planet. We’re always trying to do better – which is what sets responsible brands apart. It’s not about slapping a ‘sustainable’ label on a product and calling it a day. Its about constant and consistent improvement, transparency and honesty.

We believe that fashion should be beautiful, long lasting  and kind.

So, how can you spot responsible fashion in the wild?

Here’s a few tips to help you work out which brands are really walking the walk when it comes to responsible fashion:

• Check the materials: Look for natural, recycled, or low impact materials. Beware of ‘greenwashing’ labels – just because something claims to be eco-friendly doesn’t mean it’s the real deal.
• Find out about Production: Where are the clothes made? Who’s making them? A helpful hack is that responsible brands will have this information easily accessible on their website.
• Longevity: A truly responsible brand isn’t just about quick trends. Look for pieces that are designed to last, not just for a season but for years. Under Her Eyes even operates an afterlife programme for when your items start to look a little too well-loved.

At Under Her Eyes, we don’t just talk about responsible fashion- we LIVE it. We care deeply about the impact our collections have on both the planet and the people behind them. So, put your money where your mouth is, stand up to large greenwashing corporations and shop small & sustainably.

Written by 

Emily Campbell