The ethical fashion hotlist
Ethical fashion might be my pet subject now, but it took quite a journey for me to get here. When I first learned about the ugly side of fast fashion, none of the few ethical brands I knew were a perfect match to my style, which initially kept me from swearing off high street brands.
My first step was to take a slower approach to fast fashion by focusing on classic items (no trends), and avoiding impulse buys by making a wishlist at the start of each season (S/S and A/W) and sticking to it. While this way I managed to build a wardrobe built out of some semi-okay quality basics, I discovered more and more nice brands with decent standards and at one point shopping at Uniqlo or & Other Stories wasn't something I was comfortable with anymore.
Flash forward to today. I’ve been virtually clean of fast fashion since 2018, and since I get asked about where I shop from time to time, I wanted to compile a list. My goal is not to list as many ethical brands as I can, I prefer to keep a curated list of brands that suit my personal style. With this segment of the market growing every day, I hope to be able to add to this list overtime and am planning to keep it up to date, so feel free to bookmark and check again later.
Disclaimer: defining what makes a brand ethical is no easy feat. While there are definitely superstars in the business that fiercely engage in improving workers' conditions, the environment and/or animal rights, a lot of companies fall into a grey area. I will try to state the reason why (I feel) these brands are a step up from the usual chains, but they might not all be up to every ethical shopper's standards. When in doubt, check with Good On You.
Alohas
offers: Shoes (lots of awesome boots) and some clothing.
ethics: Pre-order system in order to avoid overproduction and suppliers certified by Leather Working Group. A bit vague on labour conditions to my liking. Read more here.
aesthetic: Contemporary enough to catch the eye, yet versatile enough to last several seasons.
price point: Above high street prices of course, but in line with “proper” quality shoe brands.
availability: alohas.io
own experience: I don’t own anything from this brand yet, but I’ve been thinking about those boots on the left for months…
Armed angels
offers: Clothing, underwear and accessories.
ethics: Aiming for both sustainable, ethical production and eco-friendly fabrics (among other things), this brand is a pioneer in the field. Start reading here.
aesthetic: Basic. Their style doesn’t make me bounce up and down with excitement, but if you’re looking for a specific classic piece (or some athleisure), chances are you’ll find it here.
price point: Not H&M cheap, but about as affordable as you can get in the ethical segment.
availability: On armedangels.com and in select stores.
own experience: I own a pair of black flowy trousers. Unfortunately I had to re-dye them as the colour faded incredibly fast, but I would give the brand another try.
Confidante
offers: A small clothing collection.
ethics: Garments are manufactured under fair and respectful conditions, in women-owned factories where workers are paid an honest wage. Confidante also constantly tries to lower its environmental impact, and regularly uses deadstock fabrics. Read about it here.
aesthetic: Feminine with a twist, varying on the season/collection. From a touch of seventies, over comfy knitwear, to psychedelic prints.
price point: Pretty affordable: not H&M cheap, but about in line with Zara/& Other Stories).
availability: theconfidantespirits.com
own experience: I own the dungarees pictured. They seem well-made, but I need to have them altered slightly before I can wear them out.
Dedicated
offers: A collection of clothing, underwear and socks. Strong emphasis on T-shirts and sweatshirts with tongue-in-cheek and/or activistic prints.
ethics: Eco-friendly materials, carbon-neutral packaging, reliable suppliers who provide safe working conditions and fair payment for their workers. Read more here.
aesthetic: Very streetwear-inspired. Not 100% me, but a great way to add some no-nonsense fun to the wardrobe.
price point: Actually, quite affordable.
availability: dedicatedbrand.com
own experience: I own the pink version of the T-shirt pictured (nice quality) an orange puffer jacket (ridiculously warm) and some trippy socks (instant mood booster).
ekyog
offers: Womenswear.
ethics: Ekyog cares about both its workers, animals and the planet and has obtained several certifications to back this. Read more here.
aesthetic: A little safer than other brands in this list, but all the more versatile. Ekyog doesn’t have a crazy “coup de foudre” factor for me, but every collection probably has something for everyone.
price point: Definitely above high street prices (but then again, which ethical brand isn’t?). Attainable if you’re willing to save up or buy sparingly.
availability: ekyog.com.
own experience: I own a linen pant suit, which I’m mostly happy with. I’ve had to mend the trouser cuff seams twice, but granted, I’ve worn them a lot during the past three summers.
Elise Chalmin
offers: Blouses, trousers, T-shirts and dresses.
ethics: Elise doesn’t do harmful synthetics (such as polyester), and her items are produced in collaboration with the Fair Trade Foundation. Read more here.
aesthetic: Happy! Bright! All the colours! A nice alternative to brands like Essentiel and Fabienne Chapot if you’re into prints.
price point: On the pricier side, although many items are silk, which is never cheap. In line with aforementioned conventional brands.
availability: elisechalmin.com
own experience: I own the blouse in the picture. It’s currently my favourite statement piece. Despite one little loose thread on a button hole, the seams are sturdy and the fabric is thicc. Quality is not completely infallible, but holds up to the price point.
ese o ese
offers: Clothing, bags and shoes.
ethics: They are mindful about their ecological footprint, production practices and use of packaging materials. More info here.
aesthetic: Natural colours, classic prints and relaxed fits. Some sleek tomboyish styles and some frilly feminine stuff.
price point: Relatively affordable for an ethical brand. They’re definitely above H&M pricing, but in line with (or even slightly below) Massimo Dutti.
availability: eseoese.com.
own experience: I only own one little jumper, but I can’t fault it.
Filippa K
offers: Clothing, activewear, shoes, swimwear, undergarments and accessories.
ethics: This company does it all: FairWear member, sustainable production practices, a limited, high quality collection and very transparant about it all, so you have loads to read up on.
aesthetic: Scandinavian, smart, ageless and timeless.
price point: Oof, she pricy. Above my budget normally, but I could just about justify buying something if it’s on sale.
availability: In stores or at filippa-k.com.
own experience: I own two basic sweatshirts, which are a nice step up from my ordinary activewear.
Kings of indigo
offers: Denim in all its classic cuts and shapes. Additionally, some basic shirts, tops and coats.
ethics: Responsible production across the board, with respect for people, the planet and animals. Read about this company’s very extensive policy here. Definitely a superstar in the game.
aesthetic: No frills, just what you’d expect from a typical denim brand.
price point: If you already shop conventional classic denim brands, KOI should set you back about the same.
availability: kingsofindigo.com and in select stores.
own experience: I don’t own anything from this brand yet.
Kuyichi
offers: Jeans and some other apparel.
ethics: An absolute pioneer when it comes to sustainable jeans. Read about their production process, manufacturers and general philosophy here.
aesthetic: Em, denim?
price point: In line with “conventional” denim brands such as Levi’s and G-star.
availability: In select stores and at kuyichi.com.
own experience: Currently my go-to denim brand. I own a pair of Nora Tapered, Nora Straight, Casey Skinny and Harper Loose Flare jeans. All of them are very sturdy, comfy and durable.
la fille d’o
offers: Lingerie, swimwear, and occasionally a small collection of hosiery or avant-garde clothing.
ethics: Pieces are manufactured in Belgium, with fabrics obtained as close as possible in Europe. Additionally, LFD’O are constantly working on their size range, often calling on larger sized women for fittings. Also awesome: women of colour, trans and non-binary rep on their social media. This brand is excited to adorn anyone who’s willing to wear it. Read more here.
aesthetic: From simplistic perfection to risqué avant-garde. Never cliché or cheesy, always a show stopper.
price point: High(er) end. Definitely a treat rather than an everyday purchase.
availability: In select stores and at lafilledo.com.
own experience: Holy grail material. I own a body suit, several monowire bras and some tops and bottoms that I wear both as lingerie and swimwear.
Mud Jeans
offers: Well, it’s in the name isn’t it?
ethics: Lots to love here: fair production for a start, but MUD is also working towards circularity. This means that you can lease a pair of jeans and send it back to be recycled at the end of its life. How brilliant is that!
aesthetic: Classic denim, a style for everyone.
price point: Not super cheap, but fair for a pair of jeans from a respectable brand.
availability: In physical stores or via mudjeans.eu.
own experience: I’ve owned a pair of black Skinny Hazen jeans that’s still going after years of dutiful service.
Nice Things
offers: Womenswear and some accessories.
ethics: It actually took some digging on my part to find information about this on their website, and they remain a tad vague to my liking. They seem to aim for fair production, but don’t seem to put an emphasis on eco-friendly production practices or materials. I’d say “benefit of the doubt”, for now.
aesthetic: This is Paloma Wool’s (see below) more mature sister brand, offering versatile shapes and timeless prints which should last you seasons.
price point: I wouldn’t go as far as saying “cheap”, but definitely affordable.
availability: In stores located in Spain and France, as well as online at nicethingspalomas.com.
own experience: I haven’t purchased anything from this brand yet, but I’ve had good experience with Paloma Wool (see below).
O My Bag
offers: All sorts of leather goods.
ethics: B-corp certified, for starters! Ethically made, naturally tanned leather, a low footprint, … Read about the many boxes they tick here.
aesthetic: Versatile and timeless. Quite basic, without being boring. I’ve been eyeing some of their designs for years, and they still look as relevant today as they did years back.
price point: More expensive than high street alternatives, but sensible for sturdy leather goods.
availability: In stores and online at omybag.nl.
own experience: I own a pencil case, the Luna bag and the Nano bag. Pleased with all of them: solid stitching, nice quality leather and easy to maintain.
Paloma Wool
offers: Clothing and some shoes and accessories.
ethics: They’re quite vague about it. Their website only mentions this, but I suppose they fall under the same umbrella company as Nice Things, so their values should apply here as well? Again, benefit of the doubt for me, but shop at your own discretion.
aesthetic: From feminine frills over seventies influences to pyschedelic prints. Often a little different, never boring.
price point: One tier above “affordable”.
availability: Via eu.palomawool.com.
own experience: I own a crewneck jumper and a T-shirt. Not the most exciting pieces, but the quality is fair.
Qnoop
offers: Socks.
ethics: Qnoop socks use GOTS cotton and are produced in Europe. More here.
aesthetic: Their designs are graphic and colourful, without being outrageous. Can I call socks sophisticated?
price point: On the pricy side if you’re used to buying multi-packs of socks from conventional stores. Reasonable if you consider these are socks that deserve to be seen.
availability: Qnoop.com and at select hosiery stores.
own experience: These are a staple on my holiday wishlists, and I subsequently own several pairs (s/o to my in-laws for the Christmas gift!). They’re solid quality.
Saye
offers: Trainers.
ethics: Saye sneakers are ethically produced in Portugal, where workers are paid a fair wage. Their ecological footprint is kept as small as possible by sourcing their materials as close by as possible and minimising the use of harmful chemicals. As of me writing this, Saye is having a final sale on their leather items, as they will be going foward as a full-on vegan brand. Read more here.
aesthetic: Retro and versatile. An excellent alternative for trainers like Reebok Club C 85.
price point: In line with regular sneaker prices.
availability: sayebrand.com.
own experience: I own a pair of (non-vegan) Modelo ‘89’s. The quality seems to be up to par with the Reeboks (which I bought them as a replacement for).
Sézane
offers: A wide range of clothing, shoes and accessories.
ethics: I was still a bit doubtful about their ethics until recently Sézane recenty obtained the label of B-corp, meaning they make substantial efforts towards both ethical production standards and their ecological footprint. Good on them! Read more here.
aesthetic: French feminine flair all the way. Nice ethical alternative for Rouje, for example. This brand is PURE coup de foudre for me.
price point: Above high street pricing, but well below the luxury price point. Probably feasible for people with a somewhat comfortable budget.
availability: Through sezane.com, or in select stores in France, Spain, the UK and the US.
own experience: I actually own a bit of everything, the pièce de résistance being a wool coat. The quality is a step up from the high street: worth its price. Bonus points for the garment bag my coat came in and the fact that my orders smelled lovely.
Two Thirds
offers: Clothing and some accessories and shoes.
ethics: Eco-friendly materials and production, pre-order system to minimise overproduction. Workers are paid a living wage and can do their job in safe circumstances. Read about it here.
aesthetic: From casual basics over crisp cotton dresses, to “outdoorsy” stuff. Not a perfect match to my style, but they always carry some items that tickle my fancy.
price point: Quite affordable.
availability: twothirds.com
own experience: I own a sweater, the tencel jumpsuit pictured, a couple of T-shirts and a pair of dungarees. The quality meets my expectations: not superb, but satisfactory for the price point.
Véja
offers: Trainers.
ethics: Fair trade and ethically produced, for starters. They do A LOT of things right, so if you want to know about it all, buckle up because it’s a lengthy read. Do keep in mind that, contrary to what you may think based off their name, not all of their sneakers are vegan.
aesthetic: Veja offers both basic and contemporary styles.
price point: In line (or just a tad above) conventional sneaker brands.
availability: At veja-store.com and in stores.
own experience: I used to own a white pair of V-10’s, which lasted about a year.