February 28, 2024

Fashion 20 Awards

Online Fashion Blog

Exploring Eco-Friendly Brands and Practices for Conscious Consumers

A growing number of consumers are adopting eco-friendly practices. They seek brands that offer sustainable options and demonstrate their commitment to sustainability throughout the customer experience.

These consumers, called Conscious Nonconsumers, are concerned enough about climate change to change their lifestyle habits—lowering their thermostats, cycling to work, obsessively recycling. But their current route to greener living doesn’t include buying eco-friendly-branded products.


Pela’s mission to shape a waste-free future is evident in their environmentally sensible products. Their phone cases are made from a proprietary blend of tarratek Flex and Canadian prairie flax shive, a renewable, biodegradable, and sustainable plastic. Additionally, their new clear case back features a composition of 100% plant-based materials.

The company’s commitment to sustainability goes beyond the design of their eco-friendly tech accessories. They also provide complimentary product composting services for their customers through the Pela 360 program. In addition, by encouraging consumers to trade-in their old plastic phone cases, Pela keeps over 290,000 pounds of toxic materials out of landfills and oceans.

The brand’s flax straw-based polymer is sourced from annual renewable flax oilseed byproduct from Saskatchewan, Canada. It is produced using a renewable, fungible process that produces 50% less non-renewable energy and greenhouse gases than plastic polymers do. While it is a step closer to being a zero-waste solution, shipping Pela cases around the world does inevitably create waste and emissions through fossil fuel use.


Copenhagen-based GANNI designs contemporary women’s clothing that embraces a Scandi aesthetic and celebrates the female form. Co-founder and Creative Director Ditte Reffstrup’s laid-back spirited collections have caused Instagram hysteria, and the brand has become a global success. It’s no surprise that GANNI is also committed to sustainable practices and uses eco-friendly fabrics and materials.

The brand is transparent about its production and sourcing, releasing annual responsibility reports that highlight best practices. GANNI also works with its suppliers to implement social responsibility initiatives and promote responsible sourcing practices.

GANNI has a clear and straightforward approach to sustainability reporting, which is important because many end consumers may not have the interest or ability to digest more complex data sets. Its transparency is a key element of the brand’s strategy.

The brand is committed to reducing its carbon footprint through the use of recycled materials and working with companies that produce innovative fabric technologies. It has partnered with Bolt Threads to create Mylo, a mycelium-derived leather alternative and with Stem to develop Circulose, a fabric made from 100 percent of textile waste.


PANGAIA is more than a fashion brand, it’s a global collective with a mission to design a greener future. They bring problem-solving innovations in materials science to life through premium lifestyle products with a focus on sustainability, eco-consciousness and style.

The brand uses innovative elements that are sourced responsibly and biodegradable. They also use recycled exotic animal hair and repurpose textile offcuts to minimize waste. Their environment rating is ‘good’, meaning they are doing well to mitigate their environmental impact.

To communicate their ethos and products, Polestar created a 360 digital campaign that features PANGAIA collaborator Jenke Ahmed Tailly. From anthemic manifesto videos to social-focused animations, the campaign communicates their dedication to environmental stewardship and their vision for a world where humans and nature can live in balance. The brand is committed to becoming Earth positive and they do so through transparent efforts including annual Science & Impact Hub reports. Polestar and PANGAIA have a natural connection as they both share a passion for innovation, design, and fostering a more sustainable industry.


Clothing is one of the leading polluters in the world, and many consumers have been seeking out eco-friendly brands to reduce their environmental impact. When choosing a sustainable fashion brand, look for transparency and clear information about the fabric used in the product and the production process. Also, look for third-party certifications to ensure that the company is genuinely committed to sustainability.

The study used a modified version of the theory of planned behavior to examine the influence of perception and expectation on consumers’ purchase intention for green sportswear. The modification included a subjective norm, which refers to the social pressure from one’s referents to perform a certain behavior (Ajzen 1991).

GREEN APPAREL is an independent clothing label that uses organic cotton and merino wool to make sustainable jeans, shirts, and sweaters. Its ethically made products are more durable and a better fit for the environment than conventional fast-fashion clothing. Its shirts are also a great choice for anyone who wants to support local manufacturing and artisanship.

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