Four sustainable fashion brands creating effective conscious content
Going green: the rise of sustainable fashion
Eco fashion companies are responding to the growing demand for sustainable clothing with some seriously compelling content.
Here are four ethical fashion brands winning consumers over with well-executed conscious content:
1. Everlane: Everlane is dedicated to creating ethically made, high-quality pieces at an affordable price point. The company prides itself on its “Radical Transparency”. Visitors can easily explore the facilities around the world that Everlane sources its garments from on the company’s website.
Each factory or distribution centre on the global map is linked to a detailed backstory about the facility and Everlane’s relationship with it. This is effective as it gives consumers a direct, unfiltered look into the company’s production processes. Everlane’s #KnowYourFactories social media campaign also highlights its dedication to transparency. By sharing the hashtag, users engage with the cause as well.
2. Patagonia: Patagonia is a well-known activewear brand. The company is known for its commitment to minimizing its carbon footprint, supporting environmental causes and operating with ethical business practices.
Patagonia’s homepage has an entire section on its navigation bar dedicated to its environmental initiatives. “Inside Patagonia” covers everything from the company’s environmentally-friendly fabrics to calls to action for environmental activism.
The brand’s values and goals are seamlessly articulated throughout Inside Patagonia’s various pages, giving the company credibility and influence.
Patagonia also leverages its official blog, The Cleanest Line, to share stories of conservation and environmental activism. The engaging blog posts are regularly accompanied by breathtaking photos of the natural world.
The blog is a shining example of conscious inbound marketing. The Cleanest Line inspires the reader to get outside and explore the earth, all while supporting an ethical clothing company that strives to protect it.
3. Stella McCartney: Stella McCartney has leveraged her notoriety in the fashion world to make a bold statement on sustainable clothing and overconsumption. Though McCartney has been a long-time proponent of using only vegan materials, her more recent content has focused on protecting the earth.
She filmed her Winter 2017 fashion campaign in a landfill in Scotland. The video captures the viewer’s attention by pairing beauty and filth in an unconventional but creative way, gaining over 20 thousand views.
While the models are wearing gorgeous Stella McCartney pieces from head to toe, their juxtaposition in the dirty landfill underlines the importance of reducing waste in a way that compels the viewer.
4. Outerknown: Founded by 11-time World Surf League Champion Kelly Slater, Outerknown focuses on sustainable, surf-inspired fashion with a contemporary twist.
While the initial success of the brand relied heavily on the celebrity of its founder, there is little doubt that creative content is what makes Outerknown’s brand resonate with consumers.
The brand’s impactful code of conduct outlines its core values: producing clothing with the utmost consideration for the environment and the people they partner with. Outerknown also produces clothing made out of ECONYL fabric made from recycled fishing nets.
Outerknown’s #ItsNotOk campaign brings attention to the damage pollution and overconsumption are causing the ocean. The saying is emblazoned across several of the brand’s signature tees, with 100% of profits from the campaign supporting Ocean Conservancy.
Eco fashion is growing in popularity, and for good reason. With consumers making wiser purchases and brands making more sustainable business decisions, the conscious content they create will only get better.