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Responsible Fashion

How do you tell your sustainability story?

Joan Maxwell

June 11, 2020

Our research, The “Green Lining” of COVID-19, shows that when it comes to sustainability pre-COVID-19, consumers didn’t know as much as brands thought they did. In this new normal, we are all seeing the positive impact of the global shutdown on our environment. Consumers across the world are experiencing moments of reflection and mindfulness in these times of uncertainty, which could further fuel the responsible fashion movement. This is a huge opportunity for brands to improve their sustainability education & transparency. We looked for inspiration and found brands who tell their sustainability story in a simple, yet compelling way. 

Eileen Fisher

Eileen Fisher displays a hang tag on their apparel that clearly explains to the consumer which aspects of the creation of the product are sustainable. 


When you unbox a new pair of Allbirds, you immediately experience the brand’s deep commitment to sustainability and receive gratification for your decision to purchase an environmentally-friendly product. From their 90% recycled cardboard box and packaging design to their aesthetically pleasing and educational website, Allbirds is demonstrating and educating consumers on the value of sustainability.


Not only is Levi’s speaking to how they produce their jeans sustainably utilizing less water throughout their creation process, they educate consumers on how to do their part when they’re living in Levi’s. The sewn-in “water<less” tag reminds consumers to care for our planet, wash cold, line dry, donate or recycle their jeans.


Reformation’s slogan, "Being naked is the #1 most sustainable option. We're #2." isn’t just referring to their product. Their packaging sends a clear message to their consumer: sustainability should be a top priority for all of us. 

We’ll be on the lookout for more inspiration, feel free to share what you’re seeing! 

Joan Maxwell
Advisor at MakerSights

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