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check Vegan, fair & duurzamer shoppen check Bezorging door heel Nederland check 19510 producten in ons warenhuis
check Vegan, fair & duurzamer shoppen in Nederland
check 19510 producten in ons warenhuis

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01

Researching the brand

We screen all potential sellers’ websites and their product, material, about us and mission pages, before we reach out or get back to them, to get a first impression of how sustainable their businesses are.

  1. We do this to find anything we can about where and how their collections are produced, and whether the brand or the factory (as opposed to only the material) carries meaningful certifications like the Global Organic Textile Standard (GOTS).
  2. We also check how well they understand their environmental impact and how freely they use the term ‘sustainable’. Transparency is important and we’re always on the lookout for any greenwashing.
  3. We pay special attention to the fabrics and other materials used. 
    1. (Tencel™ branded) lyocell, (organic) hemp, post-consumer recycled cotton or GOTS certified organic cotton, Econyl®, EcoVero™, (organic) linen, Piñatex® (plant-based leather from pineapple waste), cactus leather and cork are for instance all materials that are or can be more sustainable and we like to see used. 
    2. Non-sustainable and/or animal-based materials like virgin synthetic materials like polyester or nylon, or regular cotton (unless deadstock), leather, PVC, silk and wool naturally are a no go.
    3. Here too we check for greenwashing. If a fashion brand calls their OEKO-TEX® Standard 100 certified cotton ‘sustainable’ for example, we know that they either have no actual knowledge of what either this certification or sustainability in general means, or that they’re consciously fluffing up how environmentally friendly they are. (This certification says nothing about a product being sustainable or not, it simply means that it has been tested for harmful substances and that the article therefore is harmless for human health. This kind of high product safety makes sense when shopping for textile toys, bedding or clothing for babies for instance.)
  4. Finally, we check whether what can be found on a ‘Sustainability’ or ‘Our Materials’ page matches what’s on a product page. Unfortunately it is common practice that brands eagerly discuss the most wonderful, environmentally friendly fabrics on these general webpages – but on closer inspection, only a small part of their collection turns out to be actually made from these fabrics. 
    1. (In some instances a brand like this can still make it to our platform, but obviously only that part of the collection that we support and deem sustainable enough. This is usually the case for brands that only recently have adapted a more sustainable mindset and now produce their new collections more sustainably, while still having their older, less sustainable collections for sale on their websites.)

The less information a brand proactively shares on their own website about their materials and production process, the more rigorous we will be in scrutinising their answers to our questions.

02

Meeting & questioning the brand

Based on this information and with the many considerations mentioned above crystal clear in mind, we determine for our sustainable criterion whether we could be a match or not (mind you: this is just one of our 5 main values). We then continue by meeting them via a video call to discuss their operation further and get acquainted. At this time we ask any questions that may arise from having inspected their websites.

03

Onboarding the brand

If all of our questions get a satisfactory answer, we continue onboarding them onto our platform. The seller managers hand the new brand’s collection over to the product managers who continue the onboarding process from there. Adding a brand’s collection to our platform is mostly an automated process, but in this stage too, a human check is involved for every single product that we add to our marketplace. If our product managers are unsure whether a product is made from regular or organic cotton, they will contact the seller before allowing the product to be put online. They make sure no unwanted, unsustainable materials work their way into our collection.

We give a damn about Mama Earth – and all of her inhabitants that rely on this planet to sustainably exist for millennia to come. That’s why our entire collection is made more sustainably by brands who are dedicated to protect the environment.

Last edited: August 2022

This is one of our 5 main values. We're also

There are many ways in which clothes can be to a more or lesser extent environmentally (un)friendly. It’s rooted in the entire supply chain. It’s in what materials are used, how they’re grown or made and where they come from. It’s in the understanding that recycling can be but isn’t always the most environmentally sound option (from the chemical processes involved to make a new fabric, to microfibres still being released during washing anything synthetic: it’s a complicated matter). It’s in the amounts of water, type of dyes and chemicals applied in any stage of a fibre’s life cycle. It’s in the factories, where they’re located and what decisions they make regarding resources and waste solutions. It’s in the type of (single or multi-use) packaging chosen and the amounts of it. It’s in the many miles of transport from the place where resources and raw materials come from to the factories, via distribution centres and shops, to the people that eventually buy and wear these garments. It’s in how these people treat, wash and perhaps repair or resell them. It’s in how often, driven by fast fashion’s trends and corresponding levels of quality, they are replaced by new items. And it’s even in the end of their lives, the moment when clothes become waste – or by design, they don’t.

There are also many ways to make the supply chain and the life cycle of a garment more sustainable, some more impactful than others. Usually the fashion brands brazenly marketing the loudest that theirs are sustainable, aren’t – sometimes ignorantly overestimating their sustainability efforts or deliberately greenwashing their way towards making you feel good about shopping their actually not so sustainable products.

So how do you recognise what does make a difference?

index

1.

Nuance and minimalism are key

2.

A curated collection of the most sustainable brands we could find

3.

How do we make sure our collection is sustainable?

4.

Our verification process

5.

Read our articles about sustainability in fashion

index

Nuance and minimalism are key

A curated collection of the most sustainable brands we could find

How do we make sure our collection is sustainable?

Our verification process

Read our articles about sustainability in fashion

pants_man

Nuance and minimalism are key

For years, we as a team and as individuals have been learning about the detrimental effects of the fashion industry on this planet, about environmental justice and intersectionality, and in which ways it may sometimes seem that a certain purpose-driven new brand, an innovative material, new type of packaging or complete production process is more sustainable than what it replaces, but often isn’t.

This is why we’ve become more and more nuanced with our statements about what is sustainable. And from a deep awareness how every single new item produced, shipped, used and eventually thrown away takes something from the Earth and has a certain environmental impact, we remind ourselves and you too to:

Shop with compassion. No more than you need. Always vegan, fair and as sustainably as possible.

Because no matter how sustainable the sourcing, fabric, production process, transport or waste management: nothing that is overconsumed can ever be sustainable.

A curated collection of the most sustainable brands we could find

We’ve partnered up with loads of mission-aligned sellers that are reinventing fashion in a way that is sustainable for years to come.

Together we’re making compassion and sustainability the new normal – one pair of jeans made entirely out of post-consumer recycled cotton, a fly fanny pack fashioned out of locally sourced deadstock material, reversible ECONYL® 2-in-1 bathing suit or ethically handmade cork pair of shoes at a time.




blouse_woman

How do we make sure our collection is sustainable?



Combining research, knowledge and gut feelings

Our team of seller managers has years of experience in vetting thousands of fashion and cosmetics brands. We check and scrutinise thoroughly, we listen to our guts and we are committed to act on new insights to keep our existing collection as ethical as it’s intended to be. And we will offboard any seller that no longer lives up to our continuously deepening standards or matches emerging sustainability issues.

Before onboarding any new seller, we’ve got to be really sure about them, knowing that we’re about to offer them a platform to hundreds of thousands of conscious consumers looking for a sustainable find. We’ll search for more input until we’re confident that we are a match on all that matters to us. When we’re still in any doubt, a potential seller and their collection don’t make it to our platform. (Most of the brands we talk to, actually don't.)



HOW WE VERIFY

01

Researching the brand

We screen all potential sellers’ websites and their product, material, about us and mission pages, before we reach out or get back to them, to get a first impression of how sustainable their...

02

Meeting & questioning the brand

Based on this information and with the many considerations mentioned above crystal clear in mind, we determine for our sustainable criterion whether we could be a match...

03

Onboarding the brand

If all of our questions get a satisfactory answer, we continue onboarding them onto our platform. The seller managers hand the new brand’s collection over to the product managers who...

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