Post by Aurelia Ammour

🌍 BEYOND PLANET B: WHAT ARE THE COOLEST SUSTAINABLE FASHION BRANDS TO BUY? 🌍 Many of you have asked me in recent months about cool sustainable fashion brands to buy, noting that what you’ve seen wasn’t quite convincing, and often, the coolest ones that get the most visibility are not sustainable. I understand that the concept of coolness can be somewhat subjective, but I define a cool fashion brand as one that attracts the youth with its designs (whether they are great basics or groundbreaking), its modern aesthetic, and positioning that is inspired by pop culture or subcultures, all while embodying strong values like purpose, uniqueness & creativity, authenticity, inclusivity, sustainability, community, and more. By sustainability, I mean brands that are actively positioning themselves as sustainable by engaging in environmental sustainability (material sourcing, water usage, waste reduction, energy efficiency, carbon footprint reduction, etc.), social sustainability (ethical labor practices, inclusivity and diversity, transparency, etc.), economic sustainability (fair pricing, quality over quantity, local production, scalability, etc.), and the quality & longevity of products (durability, repairability, multi-functionality, etc.), as well as consumer engagement (education, circular fashion, etc.). It's rare to find a brand that checks all these boxes, but these brands are making progress towards it. Here is my curated list of 34 cool sustainable brands I encourage you to discover if you haven’t already, and to buy from. Featured brands: MARINE SERRE, Stella McCartney, Another Tomorrow, Nanushka, Maria McManus, COLLINA STRADA, Jeanne Friot, Chopova Lowena, Priya Ahluwalia, E.L.V. DENIM, COS, MATE the Label, ECOALF, Patagonia, Girfriend Collective, Advene, behno, Camper, Virón | Certified B Corp, LØCI, VEJA, CARIUMA, Parade, Boody, Araks, OOKIOH, Vitamin A, Akila, NEUBAU EYEWEAR , Mejuri, AGMES, VITALY and VEERT I hope you'll appreciate it as much as I did creating it. What’s your personal favorite cool sustainable brand? #sustainability #fashion #sustainablefashion #genz