10 fashion brands on how we can work together this Earth Day

earth day fashion brands sustainability


While there is no doubt that sustainability should always be front of mind, Earth Day is still an important annual event for raising awareness of the plight of our planet.

Of course, every purchase we make should be done responsibly and mindfully; we know that shopping from conscious brands, embracing circular fashion, and opting for rental on special occasions can contribute to a more sustainable lifestyle.

To mark Earth Day 2022, we’ve rounded up some of the most responsible designers in both the fashion and jewelery industries to share the biggest and most surprising lessons in sustainability that they’ve learned during their careers. Below, 10 brand leaders share their insights.

Q: “What’s the most surprising thing you’ve learned during your sustainability journey and why is it useful for consumers to know?”

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Jess Warch, creative director at Kimai

“That good design and desirability must be part of the equation to make real change. We founded Kimai to redefine the fine jewelery world, making it transparent (we use lab-grown diamonds and recycled 18k gold), modern, and to speak to a new generation of women who want to buy beautiful pieces for themselves, rather than waiting for a man. We know that some of our customers find us through researching for sustainable diamonds, and some are simply drawn to our designs.

“We feel our job is to create beautiful jewelery that doesn’t cost the earth, be transparent about our supply chains, and let our customers and community decide for themselves when it comes to their own personal views on sustainability. This keeps us continuously challenged to make the most beautiful and unique jewelery we possibly can, and prove that diamond mines are not forever. “


Stine Goya, co-founder of Stine Goya

“Sustainability is a top priority for our brand and we incorporate it into every action we take. What keeps on surprising me the most is how complex sustainability is. Sustainability is such a vast term that has so many angles to it and can be achieved in so many different ways, which makes the journey to getting there very exciting and interesting but also extremely challenging at the same time.

“We are becoming more and more aware of the numerous intricacies within the topic itself, making it easier to navigate towards the right solutions. I believe it is useful for consumers to know that there are so many different avenues to becoming more sustainable and that every individual making a small effort is contributing to positive change in the world. Every effort counts and we should all encourage each other to make more responsible choices in everyday life. “



Nikke Baumgarten and Helle Hestehave, co-founders of Baum und Pferdgarten

“We have been surprised that it is actually difficult and expensive to work with and change your brand into being more sustainable. It is a super complex area and knowledge about the industry changes all the time. Consumers must be willing to pay more for a sustainable garment and as a consumer, you have to search for knowledge in order to know what you buy. You have to take a stand and be willing to give up certain products if you want to be a more sustainable shopper. “



Maggie Hewitt, creative director of Maggie Marilyn

“I’m continuously surprised – in a good way – by how resourceful and creative people are in their response to the climate crisis. From planting community gardens and finding new ways to reduce food waste, to getting involved in local government so they can be part of the decision-making process, to giving faulty or imperfect garments a new life like our Restore service.

“We are just one example of a brand determined to find new ways of running a business in harmony with the planet, and I hope we can remind our community of their own power and resourcefulness. It doesn’t need to be big: Start small , and start with what you know. For us, that was fashion. “



Morgane Sezalory, creative director at Sézane

“The most surprising thing I’ve learned is how many steps it takes to reach a certain level of sustainability, as everything is in the little details. To have a piece that is certified means that everything from the button to the stitches needs to be certified as well and it takes a lot of time.Today Sézane is a little closer to becoming the brand we desire to be at our essence, 3/4 of the materials in our current collections are eco-friendly, our pieces are certified by 5 of the industry’s most reliable certifications (GOTS, Oeko-Tex, FSC, RWS and RMS). So much has been achieved, but I know we can go even further in the future. ”


Amy Powney, creative director at Mother of Pearl

“I think the most surprising thing was learning that if you think sustainable you’re often thinking more smart. This can sometimes lead to cheaper processes by cutting out travel between countries or buying less materials and reusing ones you have and trust. Thinking smart works for people, planet and profit. “



William Lundgren and Veronika Kant, co-founders of BITE Studios

“The most surprising thing is that there is still this preconception with sustainability that it equals poor quality, when in reality it is the exact opposite. When you use the highest-quality organic silks, wool, and cotton; it has an incredible luxury feel to it that synthetics cannot achieve.

“Why would you buy an oil-based synthetic garment that does not breathe at all and is closest to your skin, when you can wear an organic garment with completely different quality and airy feel to it? The touch and feel from the natural organic materials against the body are really luxurious. “



Aurora James, creative director at Brother Vellies

“I don’t know that it is surprising but something a lot of people miss is that social justice and environmental justice go hand in hand. Big corporations often call themselves sustainable based on the physical materials they are using for production – which is so important – but companies also need to examine how they are treating their people as well as what imagery they are putting out into the world.

“It’s a packaged deal. It’s important for brands to let consumers in on their production process and give visibility to the people making their products, so consumers can better understand why things cost what they do.”



Shafiq Hassan, co-founder of Ninety Percent

“To be authentic, in terms of being sustainable, has been tough. The level of detail and scrutiny it takes to dig into every raw material can be difficult and time-consuming and sourcing small quantities from the best practice fabric and yarn mills can be expensive – we knew this at the beginning but have learned that this process is a marathon, not a sprint.

“These are vital steps to ensure authenticity and accuracy with what we put out in the world. We have been transparent about our materials, certifications and where our clothes are made because it’s so important that our customers know the sources of what they are investing in ”.


Nina Hopkins, creative director at Jakke

In the beginning, Jakke launched as a vegan brand to show that there was an alternative to wearing real fur, so initially I had no idea about microplastics caused by synthetic fibers such as polyester. After further research, I was surprised to learn that these microplastics account for a huge 35 per cent found in the ocean.Half a million tons of microplastics are released into the ocean every year and they are not only a risk to marine life, but also to humans as we will also be ingesting them by eating fish and seafood.

“The jacket is therefore committed to reducing the number of synthetic fabrics used in our collections and we are currently developing more bio-based fibers. We also suggest that our customers wash their jacket items in GUPPYFRIEND bags which prevent any microplastics from reaching the ocean.”

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