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What is a Sustainable Brand and is it possible to be one? Discover the three pillars!

Many of you, especially those of you who joined during the crowdfunding, already know a few things about us. But today we would like to tell you a bit more about us for those of you who want to know us better. And if you want to read more interesting articles like this one, don't hesitate to join the family.

In this article I'm going to talk about what it really means for a brand to be sustainable fashion and how we do Clotsy Brand to achieve it.

The first point I would like to discuss are the three legs of sustainability, that is the 3 points necessary for a brand to be sustainable:

  • Economic sustainability: we refer to the satisfaction of customer needs and efficiency in the management of economic resources in order to be able to sustain itself over time.
  • Social sustainability: everything that refers to the respect of workers' rights throughout the production chain, from the procurement of raw materials to the sale of the product.
  • Environmental sustainability: all the actions we carry out have an impact on the environment, and we must try to ensure that these actions (especially in the business sphere) have a positive balance in terms of the cost to the planet.

With that being said, let us now look at each point individually and how companies can take action to follow this path to sustainability in order to escape greenwashing.

ECONOMIC SUSTAINABILITY

In the first point we have seen, economic sustainability, we talked about efficiency in resource management and meeting needs, what exactly does this mean?

By the satisfaction of needs we mean the action of covering that gap in the needs of our customers. Therefore, it avoids "generating that need to buy" so common in fast fashion companies with numerous collections, at a very low price and with a very low availability in shop so that, either you buy it at the moment, or you will never have the opportunity to buy it again.

Efficiency in resource management means making the most of the resources we have and investing in R&D. In this way we are not only reducing the impact of the actions we take, but also investing in innovation and development allows us to create more sustainable and efficient solutions.


SOCIAL SUSTAINABILITY


The second point, social sustainability, is a little clearer and we all know it better.

With this topic I don't want to give you all the crap that everyone says that the fashion industry is the second most polluting industry and that it is the slavery of the 21st century.

Honestly, this is something that more and more people know and I don't like to repeat arguments that are far from making an impact on people. I prefer to talk about this issue by giving an example that is very simple: when you have that piece of clothing, about to take home, from a fast fashion shop, imagine that it has been made by a close relative (your mother, your best friend) under the same conditions of semi-slavery. It makes me sick to my stomach just thinking about it. That's why the whole slow fashion movement has arisen.

Having already made it clear how important it is to respect ALL workers in the production chain, we find several ways to do this. These are local production or production in countries with much lower standards of living than ours.

There are many companies producing in countries like Bangladesh, China, India, etc. under the Fair Wear Foundation label. The most positive aspect is the low production costs as a living wage in these countries is much lower than a living wage in Spain. The negative side of production in these countries is the levels of pollution caused by the transport of goods.

On the other hand we have local production, with a much lower carbon footprint but higher production costs. As a consumer it is up to us to choose one type of production or the other.

At Clotsy Brand we are committed to local production and the CO2 savings that come from not having to ship products from one country to another.

ENVIRONMENTAL SUSTAINABILITY

Finally, we are faced with one of the most important challenges for business, environmental sustainability. When I said at the beginning of this article that all our actions have an impact on the environment, I was not exaggerating. For, actions as simple as rushing out of the house and buying a coffee because you haven't had time to make it at home mean that that coffee cup will probably end up in a common landfill, the Mediterranean Sea. Now imagine that instead of just you drinking that coffee, 10,000 employees of a multinational company drink it every day at lunchtime - a lot of waste, isn't it? And that is why companies play such an important role in tackling climate change.

For a company to be truly committed to the environment means that it must do everything it can to leave things better, or at least the same as they were when it started (environmentally speaking). This implies that it must do everything possible to reduce its carbon footprint, taking into account the energy costs of product production, transport, packaging...

Obviously it is very difficult to have a zero environmental cost when developing an economic activity and that is why the company should allocate resources to generate a positive impact on the planet. There are many ways to do this, such as trying to use renewable energy sources, working with companies that plant trees to reduce the company's carbon footprint or collaborating with associations that deal with climate emergencies.

CONCLUSION

At Clotsy Brand we have a lot to say about this as during the month of August we donated part of the profits to the climate emergency in Mauritius. We have also decided that, as Clotsy Brand is made up of all of us, each month we will donate part of the profits to charity. So, if there is a charity that you would like to see these funds go to, don't hesitate to write to us in the comments.

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