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Sustainable fashion is a hot topic at the moment, with established brands from high street to luxury having to try align themselves with their customers growing expectation of supply chain transparency. Not only do we as customers want to know where and how our products are being made, we are increasingly questioning the ethical and environmental issues surrounding the fast fashion model of mass producing low quality product. This shake up in the fashion industry is well overdue. Fashion giants, most notably the fast fashion brands, are quickly discovering that green washing is not going to cut it. We as customers are increasingly woke to the veil thin marketing tricks, and a token gesture will no longer be enough to show the level of commitment towards sustainability that we are demanding. The exploitation of workers, unsafe working environments and unliveable wages are becoming harder to hide thanks to the efforts of exploratory journalists and our more connected world.
The topic of sustainability is being increasingly covered across industry titles, including Vogue, Business of Fashion, Cosmopolitan Magazine, The Telegraph, The Stylist, Grazia Daily to name a few, fashion bloggers and Instagram pages such as EcoAge. A huge credit is due to these fashion bibles and influencers for helping to spearhead this movement, in which we are pausing for a moment to rethink and evaluate the brands we choose to support. They are also playing a huge part in introducing us to new emerging and lesser known sustainable brands, brands built on a foundation of sustainability.
Whilst it is a huge challenge for smaller and emerging brands to have a voice in a very busy market place, what we do have is the opportunity to build our companies from the start to be sustainable brands of the future. To be sustainable is to build a company that is both ethical and eco-friendly. With these values at our core, we are building a family of local British makers and suppliers, choosing to source our leather locally, craft locally in response to customer demand, and to make our branded boxes locally. We know where and who is making every single Padfield accessory. What we have discovered along this journey is that once you start down the sustainable path, you start making decisions that are just better. When we sat down to design our packaging we decided to be a plastic free company, and when choosing our UK courier we selected to go with the CO2 neutral option. By choosing to not cut corners, or value profit above all else, Padfield has naturally evolved to be a sustainable company. This is something that we are incredibly proud of.
Ultimately, it is down to every company to choose to seek out sustainable practices (and to find a way to make these often more costly practices work), and it is down to us as customers to keep the pressure on. To demand transparency and to actively engage with brands to learn about their values before we invest in their products. To ask the big question before purchasing: Does this brand care?