“Ethical Clothing” emerging as a key player in the Sustainable Fashion Industry

The term “climate change” has never been more relevant than today. The Pandemic and social media have contributed immensely to creating awareness about (wo)mankind’s harmful effects on the Environment and stories of green activists have been heard globally. But, as moving as these stories may have been, there has not been enough emphasis on free and simplified information that could guide a person every step of the way in leading an environmentally conscious life. Often, even with the information that is available, the arena of Sustainable Fashion gets overlooked due to lack of research, awareness and misinformation. 

The terms ‘sustainable living’, ‘organic’ and ‘zero waste’ have gained a lot of traction across the globe since the last few years. ‘Sustainable Living’ refers to using natural and renewable resources everyday in life, instead of generating excess waste and depleting the Earth’s resources. It aims to build a safe future for the generations to come and utilise the Earth’s resources judiciously, by inflicting as little harm as possible. Contrary to popular belief, ‘Zero Waste’ does not refer to leading a lifestyle that generates literally zero waste. It is a concept that revolves around living a life that generates as little waste as possible, which is achieved by not using plastics or non-biodegradable items and recycling the existing harmful ones. The word ‘Organic’ originated from the Greek word ‘Organikos’, relating to the organ of a body. This word was later used to define characteristics pertaining to, or derived from living organisms. Organic products are those which are natural in the sense that they are sourced from nature – be it trees, herbs, fruits, flowers, mud or even waste. An implementation of the combination of the three aforementioned phrases is exactly what the world needs to make Terra breathe.

Sustainable Fashion is the concept of designing, manufacturing, distributing and using clothing in environmentally friendly ways. It captures the carbon emissions of the entire Fashion industry as a whole, from production to disposal, and aims to tackle it. It also emphasises on ethical labour and protection of human rights which usually goes unnoticed by a consumer. Regular fast fashion brands manufacture clothes from inorganic textile materials that immensely harm the Earth during manufacturing as well as disposing. Especially when you’re travelling, it’s always a good idea to opt for airy breathy clothes that are made from sustainable and organic materials like cotton, bamboo, hemp, wool, khadi, Papaya silk, silk, linen and more. Sustainable fabrics are always made from natural and earth-friendly materials. 

A myth that people often believe is that organic living is more expensive than a conventional lifestyle. That’s really a misconception – there are stores that rely on a luxury appeal to their organic products, but you don’t have to buy those.

Ethical Clothing” is a Sustainable Fashion Search Engine that offers the perfect alternative by helping you live a green life without emptying your wallet or compromising on quality.

Not long ago, two environmentally conscious individuals Ben and Jack began to realise how difficult it was to find genuine ethical products, especially when you have a specific design in mind. Even with the best intentions, consumers today can get lured by fancy brands that seem to be sustainable but fail to deliver on the basics of eco friendly products such as fabric choice, build quality, human rights and recycling options. Brands today observe that the average aware consumer knows the importance of combating climate change – especially millennials, and they use their profits for greenwashing. Greenwashing is a technique where companies give a false impression to consumers about their products being eco-friendly by providing misleading information. The deception lures even an aware consumer into buying their clothes. 

Fortunately, there are a growing number of smaller brands today who are doing everything they can to act ethically and who prioritise a green environment over green money. Regrettably, they aren’t getting the exposure they truly deserve.

This is what Ben and Jack noted and were motivated to start their company “Ethical Clothing” which brilliantly solves a 2-way crisis. 

Essentially, the company is a search engine that makes buying ethical and sustainable clothing simple for a consumer. The company helps conscious consumers and authentic ethical brands alike – they put all the ethical clothing products from Europe in one place so that consumers can discover products from hundreds of eco-friendly brands. This way, shoppers don’t have to scour the internet to be fully content about their choices. By the same token, the brands featured on the website have a platform dedicated to helping them find more loyal customers.

The best part about the engine is that it offers a myriad of choices in clothing such as tops, t-shirts, skirts, dresses, sweaters, hoodies, shirts, underwear, bottoms, nightwear, vegan shoes and accessories to go with every dress. All these items are made out of organic cotton, wool, bamboo, wool and hemp, and they come from fair implementation of labour laws. 

Ethical Clothing takes their role in the society very seriously and manually vet each of the brands that they bring on to the platform based on the certifications/other information made available to them by the brands. 

Ultimately, ethical-clothing.com hopes to connect more people with more ethical brands for a smooth and sustainable shopping journey. In the near future they aim to rate the brands that they have on their platform, allowing consumers to list products by a Sustainability Index. Once there is evidence of an efficient sustainable model that works for all the stakeholders, the company plans to work on extending it’s catalog of brands outside of Europe.

With lots of awareness on the ongoing climate crisis but not enough credible information on simple solutions, it’s difficult to find brands that offer the most authentic eco friendly alternatives for our wardrobe – and Ethical Clothing is here to help as your one-stop destination.

The benefits of Sustainable Fashion aren’t limited to the environment alone – they are the most comfortable outfits to wear and healthiest too. These light airy clothes are healthy for a human’s body because they allow it to breathe and don’t restrict the blood flow. Doesn’t that sound perfect for your next weekend in the countryside or for your brunch date on a summer afternoon? Sustainable fashion is also inclusive by being gender neutral, which is an emerging social cause today. 

Here’s hoping you take one step closer to living green, clean and free, with Ethical Clothing!

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Arushi Sana is the Founder of Santerra Living and Co-Founder of NYK Daily. She was awarded the Times Power Women of the Year 2022 and Times Digital Entrepreneur of the Year 2023. Arushi is also a Sustainability Consultant for organisations looking to reduce their carbon footprint and also works with brands on social media to help them carve a presence in that niche. She holds a Degree in Computer Science Engineering from VIT University and a Diploma in Marketing Analytics from IIM Nagpur. Her interest in Sustainable Living and Interior Design led her to start a Sustainable e-Marketplace where customers can buy eco-furniture and eco-friendly products for everyday use. Arushi is a writer, political researcher, a social worker, a farmer and a singer with an interest in languages. Travel and nature are the biggest spiritual getaways for her, and she aims to develop a global community of knowledge and journalism par excellence through this News Platform.

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