In my first post on Awesome Things in Ethical Fashion, I’m celebrating Everlane’s breakup with plastic (well… plan to breakup).
Have you ever noticed that as soon as someone does something good, they are criticized for not doing it well enough? Yeah, me too.
We criticize brands like Everlane for not being good enough. Their tagline, “Radical transparency,” seems to set them up for this type of criticism, although I am not sure why. They are transparent, not perfect. Good On You rates them “not good enough.”
Well… they took a HUGE (in my book) step in becoming a leader in eco-friendly fashion. THEY ARE ELIMINATING ALL VIRGIN PLASTIC in their ENTIRE SUPPLY CHAIN by 2021. This means, no new plastic in their clothes, in their packaging, in their stores, warehouses, and offices. No new plastic anywhere.
And they started last week, with their Renew line.
By the way…
Perfect timing, considering my desire to focus on clothing that eliminates the use of new materials in some way or another.
Anyway, while I will not be buying a puffer anytime soon (the thought of it just makes me overheat!), I do love the ReNew Fleece Sweatshirts (which will probably end up on my Christmas list! To give and receive!).
And, for those of you interested in the details of the process, here is some information. From bottle to jacket:
I would certainly call this an Awesome Thing in Ethical Fashion, wouldn’t you? #Goals.
