Sure, that massaged our ego, but we wanted to know more about what you consider to be a “sustainable brand”. And, yes, there where a number of answers which presented a gap and problematic brands appeared in numbers we are uncomfortable with.
But we know it’s hard! How do you distinguish between brands doing their bet to minimise impact and make sustainable choices over brands who use greenwashing to push their fast-fashion agenda, ticking an arbitrary box whilst their business model is run solely for profit at the expense of people and planet?
With the state of greenwashing globally, where brands present themselves as having a sustainable agenda, whilst simultaneously pushing fast-fashion models, low quality high waste products, exploiting workers through the supply chain, and using fabrics and processes detrimental to the planet, it’s becoming increasingly difficult to navigate. So much so that the ACCC has launched a campaign to crack down on businesses misleading consumers with claims of sustainability.
You can read their press release about it here: https://www.accc.gov.au/media-release/accc-greenwashing-internet-sweep-unearths-widespread-concerning-claims
Whilst information can be frustrating to find, and we know transparency is an issue in the fashion industry, we want to help you find the information you’re chasing a little easier and the journey to a sustainable lifestyle smoother. Because you’ll not only look better for it, you’ll feel better too and you can brag to all your mates about it, go on we know you want to.
So here are our top tips to help you choose a sustainable fashion brand to style your best days (and every day, really!):
Choosing fabrics that are better quality will not only benefit you, but the planet as well. We recommend first and foremost looking for natural and organic fibres, such as organic cotton, wool, hemp, and linen. These fabrics have endearing qualities such a breathability, comfort and will naturally biodegrade over time. Natural fabrics will also wash and wear better, lasting longer than cheap alternatives, so you’re investing in pieces that last. Buy less, buy quality.
If a product can’t be suitably made from a natural fibre, such as swimwear. We suggest looking for the next best thing. Recycled or regenerated fabrics. Hey bingo bongo, that’s what we do right here! Fashioning quality men’s eco swim shorts out of post-consumer plastic bottles, giving them a second stylish life.
Fabrics we do what we can to avoid are virgin polyesters, acrylic, nylon, and rayon.
Do they have a policy on workers rights? What about sustainability goals? Yes, great! But also, what are they doing to ensure these practices aren’t just statements and they are making impactful progress in relation to these important topics?
The best things you can look for here are accreditations and a comprehensive understanding of their supply chain. This is where we look for things like accreditations and third-party involvement. For example, at Original Weekend we only use Global Organic Textile Standard organic cotton across our tops range – so you know it’s been tracked from farm through to factory floor. We also only partner with third-party accredited manufacturers to ensure high ethical standards are maintained for worker benefit.
There’s nothing more exciting than receiving your new online order, but then (sigh) you have to sift through mountains of plastic to find that treasure you ordered. Then what are you supposed to do with all that packaging?!
Look for brands who opt for environmentally responsible shipping and packaging. This includes using biodegradable and recycled/recyclable packaging and partnering with carbon-neutral shipping providers including, but not limited to, Australia Post.
This one might be a little trickier to find out – but brands that really value their commitment to the cause will also opt for lesser impact freight options such as choosing Sea freight over Air freight – that’s what we do!
A brand on this journey should be considering all of these points, actively looking at ways to reduce their impact across the supply chain.
Does this brand look at all aspects of the business through the sustainability lens?
This is a big one and a huge greenwashing Red Flag if they don’t. A brand cannot genuinely claim to be sustainable if they are only applying sustainable practices to a small group of a larger range. Sustainability is a mindset and a goal. No one brand is perfect, but sustainably minded brands know this and will always be looking for ways to improve, to reduce impact.
With the minefield of information coming at you whenever you click on a site or enter a store, how can you be so sure? Well, it’s easy when there are businesses dedicated to providing clarity on your sustainability journey, who have done the groundwork for you.
Check out the Good On You app, where you can search a brand and find an easy 5 point rating from We Avoid to Great. Good On You rates brands on three core principles: Planet, People and Animals. Assessing a brands impact on these aspects across supply chain and measuring against best industry practices.
We’re chuffed to say we get Good! And we’ll be forever working towards Great! You can find our rating breakdown here: https://directory.goodonyou.eco/brand/original-weekend
We hope this blog article makes finding your next favourite sustainable brand a little easier. And if we've done our part right, next time we ask what your favourite is we'll hear a lot more "Original Weekend!"
Original Weekend is a sustainably minded menswear brand owned and designed independently in Melbourne, Australia. Our mission is to make quality men’s t-shirts, hoodies, sweatshirts, and the best men’s swimwear that work to reduce harm to planet and people, while lasting for seasons to come and making you feel amazing through unique print design, feel good colours and the best fits. Because everyday should feel good, and our pieces bring the joy.]]>
Fill your wardrobe with better basics, that's our goal at Original Weekend. This men’s organic cotton t-shirt is the easy addition to any curated wardrobe. Cut in a modern slim, but not tight, fitting these pieces pair as effortlessly with your favourite denims as your favourite eco swim shorts. Recognisable by their OW embroidered logo at chest, available in key solids and a selection of limited-edition prints.
When the weather is humid, hot and sticky, you need a sustainable t-shirt option that will drape, giving you room to breathe and move. Cut in a soft lightweight organic cotton the Original Weekend Essential Pocket T-Shirt is relaxed and cool to keep you comfortable all day long.
Easily defined by their relaxed styling and chest pocket feature, the range offers an array of summer colours that give you an easy to wear summer pop. This fit is now also available in a limited-edition hand drawn summer print - The Mellow Field Print Men’s T-Shirt featured below.
Wear as an alternative to a short sleeve shirt with a pair of chinos and Chelsea boots for an elevated look, or pair down with blue denims and white sneakers for your off-duty style. Available in a core colour range including modern Off-White, classic Cherry, True Navy and fresh White.
Each Original Weekend Men's T-shirt is crafted with 100% certified organic cotton by Global Organic Textile Standard requirements. Meaning it is better for the planet and people. Organic cotton uses less water consumption, no pesticide use and is dyed in more eco-friendly ways. While having less harmful environmental impacts, it also has a softer hand-feel and enduring quality.
You can find out more about the Global Organic Textile Standard programme here.
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We’re blogging now… this is a thing we’re doing.
Welcome, welcome to the Original Weekend Blog where we’re going to get into sustainability, into your favourite OW details, behind the scenes and so much more (the bar is raised high! Expectations of reality to be considered).
Rob and I have always approached Original Weekend as a all-encompassing, 360 degree view of sustainable men’s style – ensuring that all our products use sustainable fabrications, timeless designs, limited production runs and ethically partnering with factories who hold our same values.
In saying that, we think it’s time that we continue this journey by sharing a bit more about Original Weekend, our design process, who we are and what we think is important to our community.
It may at times come across as a thought bubble, but hopefully you’ll appreciate our perspectives and our learning journey with you.
So, if you have anything you want to hear our thoughts on or insight into, please do us a solid favour and send through your ideas here.
Watch this space!