The retail industry is infamous for its contributions to unnecessary waste and non-ethical practices. Critics haven’t been slow to notice that the processes used by some brands in the manufacturing of their products can be cruel, wasteful and have a negative impact on the environment. But the good news is that once we acknowledge the issue, we can do something about it.
The truth is, there is no quick fix for any of these issues, and change doesn’t often come unprovoked. But consumers’ attitude is changing and the increased demand for sustainable and ethical practices is driving more and more brands to respond and change.
What should you, as a consumer, be aware of when it comes to this discussion?
There are a lot of terms being thrown around these days in the retail industry - eco-friendly, eco-conscious, sustainable, ethically made. But what do they all mean?
Eco-friendly/eco-conscious = products whose manufacturing doesn’t pollute the environment, either through the production process (they can be recycled, repurposed, reclaimed) or through their disposal (they can be recyclable, compostable, biodegradable). It also concerns how that item reaches a customer, how far it has travelled and the amount of emission produced in shipping it.
Sustainable = made without wasting or depleting natural resources or harming the environment. Long-lasting products that discourage the need to be replaced too often are a great example of sustainability.
Ethically made = made without exploiting or harming people or animals, and without destroying the environment in which these live (paying workers fair wages, not testing products on animals). This responsibility falls on both the brands and any third parties they employ.
How can I tell if a brand is Ethical/Sustainable?
It’s hard to tell at first glance whether a brand is ethical or sustainable. In most cases (but not always), the best way to determine if a product is ethically manufactured is to look at the price.
Why do two items that look virtually the same come with different price tags? They both require similar materials, manpower and logistics to arrive in a shop window, and they both incur similar costs, or at least they should:
- Manufacturing costs: labour, raw materials and primary resources used in manufacturing (water, electricity).
- Shipping costs: labour (drivers, forklift operators), fuel, packaging, import and export tax, duty.
- Marketing costs: labour, advertising space.
- Sale costs: labour (shop employees), delivery costs, tax.
From manufacturing to your closet, the journey an item of clothing or footwear takes is more or less the same and bears the same cost to the brands (e.g. import and export costs, taxes and fuel prices don’t change) regardless of the price you pay for the item. So, where does the difference on the label come from? Another way to keep costs down is to compromise on the quality of the materials used in manufacturing. This will have an impact on the longevity, fit and feel of the items, and ultimately on your satisfaction as a consumer. And, if you’re not paying for it, who is? Or rather, who isn’t getting paid enough?
Why is it important that more brands and retailers adhere to sustainable and ethical practices?
From fighting climate change to respecting workers’ rights, we think it’s important that brands are held accountable for their actions. Of course, we want people to continue to shop, it’s what our business is all about. But we also want to encourage people to make informed purchasing decisions and support brands that are taking steps towards a better future.
What can I do?
Be curious
The best way to understand what you are buying is to research the brands and companies you want to support. This article isn’t meant to do that, but we want to start a conversation around a very important topic concerning retail today.
Invest in quality, not quantity
One of the main actions you can take against the throw-away habit we have gotten into is to invest in the quality of the items you buy. Brands like Birkenstock are great because they manufacture long-lasting products. Their sandals are made from hard-wearing quality materials, and the way they are designed means they can be easily repaired. There are people out there who have owned the same pair of sandals for over 20 years. That’s an extreme example, but it is a testament to the longevity and quality of their products.
Shop for timeless, versatile pieces
There’s a reason many of the brands we stock have been selling the same design for years, sometimes even decades without making too many modifications, and why many of our customers purchase repeat items when their old ones give out. When a brand comes out with hundreds, or even thousands of designs every season, it’s hard to maintain quality control. But when the same design had been improved upon each season, the focus can be on the attention to details, which is where you get the most value for your money.
Salt-Water, Ipanema, Teva, and many other brands on our website sell the same styles each year because people love them. They know the quality of the items is always the same and the design elements have been perfected with so many years of experience behind them. The long-wearing nature of these items means their design is purposefully timeless and they are very versatile.
Make a conscious choice
The best way to invite change is to increase the demand for better alternatives. The fashion industry follows the behaviours of the customers because, without them, it would not be able to thrive.
There are many things to take into consideration when choosing how and where to shop. Ethical and Sustainable shopping is increasingly becoming part of our everyday lives, and it is a journey we all must make together.
