So how can you determine if a brand is ethical? Here are our 5 tips and tricks to remember before embarking on your next wardrobe refresh:
- Researching brand identity and values in the "About Us" section
A general idea of a fashion company's values regarding the manufacturing and design of its clothing can easily be found in its company description. Vocabulary is important; look for words like "eco-responsible," "fair trade," "organic," "recycled," "slow fashion," etc. When a brand places human values at the heart of its identity, as a consumer, we expect to see them reflected across all platforms.
- Local or exported workforce?
Some brands and large retailers offer their clothing at ridiculously low prices. These companies are attractive because they offer a fast and varied turnover of products. Of course, there's a catch to this type of consumption: the workforce is undoubtedly exploited, barely paid by the multinationals they work for, and often in dangerous conditions. It's wiser to choose a local company that produces its garments on a small scale, made by artisans paid competitive wages that reflect market realities and their experience in the field. We must invest in companies that prioritize a humane production environment instead of a system of overproduction.
- Surfing the internet for customer feedback
Don't hesitate to consult ethical fashion experts such as bloggers or influencers who have the experience and knowledge to properly evaluate products, company culture, and production methods. It's not uncommon for a brand to borrow trendy ethical terms and principles without actually applying them with integrity. These illusions can mislead consumers—a practice known as "greenwashing." That's why a quick (or more in-depth) search on the company is key to uncovering the truth about a fashion company's values.
- See the list of materials used
It's one thing to refine production methods to align with slow fashion; it's equally important to ensure that materials like fabrics are organic, recycled, or ethically sourced. Examples of eco-friendly fabrics include cotton, linen, and Tencel, which is made from wood pulp. These are far more ethical than plastic alternatives like nylon and polyester, which are petroleum-based and take hundreds of years to biodegrade.
- Ask the brand directly
A brand's transparency is crucial. If the information you're looking for about the creation and origin of their products isn't available on their website or social media, don't hesitate to contact them for more information. And if you receive no response, the choice is clear: avoid their products.
The takeaway is this: a fashion brand has become much more than just a brand. It's a purchasing powerhouse that will have global, human, and economic repercussions for years to come. Buying local, eco-friendly, and fair trade products is a springboard to a brighter and more promising future.
Marianne Pépin
Belle et rebelle is a women's fashion boutique where you'll discover clothing by Quebec designers , locally made jewelry , and unique accessories . It's the perfect place if you're looking for an independent boutique in Montreal that focuses on local fashion , slow fashion, and female entrepreneurship . Whether you're looking for comfortable and stylish clothing, original gift ideas, or ethical and sustainable pieces, our boutique on Saint-Hubert Street is a must-visit in Montreal.