Innovation & Tech Today - CA (2020-10)

66 INNOVATION & TECH TODAY^ |^ 2020 YEAR-END ISSUE

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Baking stainable Practices into

Fashion Choices

The fashion industry continues to seek more sustainable and environmentally friendly

solutions to sourcing, manufacturing, and product lines.

By Melissa Jenkins and Destiny Nolan

As consumers, we’ve become increasingly

conscious of our purchases, channeling the

power of our vocalized objections to make a

positive difference for the people involved in the

making of our clothes and goods. How

conscious? According to statistics from the

fashion industry, sales of clothes, shoes,

accessories and other fashion wear made from

recycled plastics, nylon, and other products are

estimated to hit a whopping $64 billion by 2025

— reflecting sustainable sourcing and the desire

of customers to wear a more environmentally-

friendly product.

Over the years, dozens of slow fashion brands

have emerged that are dedicated to ethical and

sustainable practices. The companies listed

below represent some of the better ethical

alternatives to fast fashion companies. Each has

made it a central part of its mission to approach

fashion in an ethical and transparent way that

considers both people and the planet.

Outerknown

In 2014, legendary 11-time world champion

surfer Kelly Slater, a longtime environmental

activist, proponent of clean oceans and

sustainable choices, teamed up with acclaimed

designer John Moore and started expanding his

sustainable brand, Outerknown. It seemed like

the perfect fit: who is closer to the environment

on a daily basis and more impacted by it than

surfers who ply their trade in the world’s oceans?

Not surprisingly, casual, effortless, and casual

beach styles rooted in sustainability and

transparency define Outerknown.

Over 90% of their products are made from

organic cotton and hemp, recycled, or

regenerated materials. The company’s

manufacturing partners also follow strict

guidelines of safety and working conditions.

Outerknown also made history in the industry

by becoming the first brand to pursue fair labor

association accreditation before ever shipping a

single product (although had such accreditation

existed in the 1970s, Patagonia would have led

the way). And through Fair Trade USA, they

invest in the livelihoods of over 5,000 workers

who bring their vision to life.

A deeper dive into Outerknown’s

manufacturing practices underscores their

commitment to the environment, sustainable

practices, and informing their customers. Every

little detail has an impact, especially the ocean

plastic buttons on the S.E.A. LEGS. The buttons

actually list the map coordinates of where the

recycled plastic was harvested; they are also

made from corozo fruit or nuts. To keep worn or

torn S.E.A Jeans out of landfills, they offer to

repair, replace, or recycle them through a

lifetime guarantee. Bestsellers from the brand

include the cozy, heavyweight Blanket Shirt

(made from 100% organic cotton) and the

simple, sleek Neptune Tank Dress (made from

hemp and Tencel Lyocell).

Outerknown’s sustainability practices also

include sensible partnering. They partnered

with Breitling to introduce econyl to Breitling’s

luxury watch, crafting a heritage timepiece with

NATO straps made from regenerated nylon. For

every watch sold, Brietling donated $1,000 to

the ocean conservancy. Outerknown took that

econyl from their board short business; 100% of

those trunks are made with recycled and

renewable econyl fibers from recycled fishing

nets.

Outerknown’s message to its customers and

the world extends to its website, which offers an