LVRSustainable celebrates Earth Day 2021 by speaking to some of the sustainable brands we’ve specially curated making a difference in the world of fashion, and how they encourage customers in this path. From menswear, womenswear, kids, home, and beauty, we want to know how these brands engage with the planet and how they increase awareness of environmental preservation. This Earth Day 2021 we speak with: Wax London, Agolde, TheMoirè, Molo, Amoln, and Noble Panacea. Luxury doesn’t have to come at a cost when it comes to our planet and our future. Get to know what these brands have to say about their commitment to sustainability in the luxury fashion industry.
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1.How does your brand engage with the planet?
We approach from a holistic point of view. Where we can, we choose fabrics which are better for the planet, we donate to a charity which is close to our hearts which clothe homeless people in London, and we use our platform to talk about matters we believe in beyond clothes, like the universal human right of freedom of expression. We are not perfect but we try our best to do our part to make the planet a little bit better.
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
We have started an initiative on our website called Integrity where we talk about 10 key sustainable principles. We are lucky to have very savvy customers who challenge us and write to us to ask about our products. We hope that our initiative ignites a desire to dive deeper into the theme of environmental preservation.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
It’s a tricky question to answer as the best would be for us all to never buy clothes again. However, if we can encourage people to buy with consideration, maybe stay away from fast fashion and pay a little more for a better quality garment which will, in turn, last a lot longer – you have already taken a few steps to be kinder to mother earth.
1.How does your brand engage with the planet?
Consumerism leaves a substantial footprint on our environment. As a brand we are thoughtful in the way we produce our denim across the entire manufacturing process. For many years, we’ve been utilizing advanced, innovative technology to process our denim products and have invested a great deal to practice positive steps in creating a better environment. A few of those methods include laser technology, ozone wash machines, and high-efficiency dye and washing machines. We also control our production with a very tight distribution and cut our products to-order so that we can minimize waste and avoid over-production entirely.
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
As a brand we focus on making that best quality product with compelling design that will also help to create change through sustainable and ethical practices. It’s more than just a slogan or a trend. Sustainability should be a practice that is the foundation of any responsible brand. It is important to us that a consumer sees an amazing product that excites them then learns that it’s made from recycled materials. They see an innovative design like the lettuce waistband that they want to shop, then realize that this is made from organic cotton and includes recycled labels. They learn that they can invest in great quality and design without having to further contribute to the decay of our environment.
Being part of LVRSustainable is a great way for customers to access the most sustainable brands in a quick and trusted manner. We are proud to share the same core values that you do and this in turn builds a strong relationship between the brand and end consumer.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
For us, sustainability is key. We want to invest in the future and to do so, we need to make sure we are as thoughtful throughout every part of the making of our denim. The smallest of details make a difference; from using recycled paper for our product labels, to implementing biodegradable poly bags versus plastic (which can take up to 400 years to degrade), to using Indigo technology to dye the denim which significantly reduces the water, chemical, and energy usage. This also continues into how we work in our office every day. We recycle and reuse pin boards, bags, sheet protectors, etc. It’s about looking at how you can reduce your environmental impact in small ways as part of your everyday life. As a consumer you should also dig deeper into brands before you invest in them. Do your research and make sure your values align
–Erin Meehan, Design Director of AGOLDE.
1.How does your brand engage with the planet?
THEMOIRè is a project whose main objective is environmental and social responsibility, we are committed both to reducing the impact on the environment on all our products and to creating strategies and special projects to help protect nature and people.
For all our products, from the linings to the packaging, it is very important to research low impact materials, we use recycled, organic or new materials made for example from industrial apple waste or materials derived from the cactus plant.
A key initiative to protect forests and biodiversity, was to create the “THEMOIRè Forest”, a virtual forest that contains real trees, planted for each bag sold, in different parts of the world trying to reduce the impact on the planet due to climate change.
Another special project is “Together by THEMOIRè”, a dynamic social network with some small communities in difficulty, scattered all over the world, enhancing their handicraft heritage, generating a social development in those parts of the territory.
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
We believe that the energy generated by a positive change of pace reverberates originating new opportunities. We are all interconnected and interdependent: a dynamic network. Inclusive communication, the constant exchange of values and the importance that the THEMOIRè project attaches to information generates understanding and sharing on the part of the consumer. We hope this will lead to the creation of a community that is attentive to achieving positive change that is reflected on our planet.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
With the project THEMOIRè we felt the need to combine our values, our ethics and aesthetic taste within a project that could express them in all respects.
The project is able to merge a high aesthetic with a fair value of attention to the environment. It is very important for us to explain the materials we use and their peculiarities in order to increase consumer awareness. Through the careful selection of eco-friendly and innovative materials THEMOIRè tries to bring its customers to a lifestyle with low environmental impact by providing a complete experience; from the choice of the product to the participation in projects such as THEMOIRè Forest.
1.How does your brand engage with the planet?
Molo is on a sustainable journey where we continue to develop and improve our practices. Being in the apparel industry we recognize the challenges this industry faces and we understand the responsibility that we have for future generations. Our aim is to have as little effect on the planet as possible and engage with the planet in the best possible way. This is why we choose to work with certified standards for our collections and why Molo as a brand is GOTS* certified (Global Organic Textile Standard – certified by Ecocert Greenlife, certification no. 197496).
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
Communicating our sustainable practices is essential to our brand strategy. We understand that our audience can have a different knowledge and understanding of sustainability, which is why we continue to thoroughly communicate the importance of our responsibility work via social media, our website, marketing material and through sustainability talks.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
We believe a transparent value chain is essential to sustainable production. Therefore, using certified standards – such as GOTS – is an important part of our transparency strategy and a way for our consumers to buy Molo products with a clean consciousness. Because they know that our products are ethically made. We also believe another strength is that Molo offers sustainable products in every category of our collections. For swimwear, outerwear, jeans and accessories we offer products made from recycled polyester, and for the main collections and babywear we have an extensive selection of GOTS-certified organic cotton products and OCS* cotton products (Organic Cotton Standard – certified by Ecocert Greenlife, certification no. 197496). This means that our consumers will have sustainable options for all their needs.
1.How does your brand engage with the planet?
For us at Amoln, it is important to look at sustainability with a holistic approach. The candles are produced by hand, we handpick local components and ethical suppliers to reduce carbon footprint and to avoid labour exploitation, as well as using a cruelty-free wax blend that does not impact global deforestation. The environmental part of sustainability is crucial for Amoln, but we believe that we all can do more than that. Both of the owners are also professionally involved in different aspects of sustainability and in education. For example, one of the co-founder has a PhD in transgender discrimination, teaches global queer theories at university level and she has also worked for UNDP in a developing country. The other founder also works with policies for international development and gender mainstreaming.
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
Environmental responsibility is embedded in Amoln’s core values, as it should be in all businesses. We are actually not promoting our environmental standpoints that heavily, because it is non-negotiable and is a standard for us. We trust that our customers are like minded.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
In addition to using local ingredients and craftsmanship, we also encourage our customers to up-cycle our products instead of having a lifestyle that creates more waste.
1.How does your brand engage with the planet?
To Us, Beauty and The Environment Are One And The Same. And both should be fortified, preserved, and restored with pure intention.
We create our products with deep respect for the natural world by adhering to the 12 Principles of Green Chemistry. We strive to achieve as low wastage as possible by managing, reducing, and recycling our wastes for a closed-loop production process. We use a unique, environmentally sound extraction technology and biodegradable process that includes water reuse and re-purification to create our Organic Molecular Vessels™ and formulas.
“Preventing waste is better than treating or cleaning up waste after it’s created.”
-Sir Fraser Stoddart, Noble Panacea Founder
Being conscious and compassionate towards animals is integral to our Responsible Beauty value. We do not test on animals at any stage of the product development process, from individual ingredients to the final formulation. We are proud to be Leaping Bunny certified, the most stringent and internationally recognized organizations to ensure that companies are cruelty-free.
Every element of our packaging is designed with sustainability in mind. The octagonal boxes, reflecting the shape of our vanguard OMV™ technology, is made from innovative, renewable starch-based materials and it is also reusable and refillable. The Active Daily Doses are 100% recyclable through our partnership with TerraCycle. In addition, the 30-Day Active Daily Dose Refill is packaged in FSC®- certified paper sourced from well managed forests.
Noble Panacea delivers the absolute luxury beauty experience- high performance, clean formulas powered by our groundbreaking Organic Molecular Technology™ delivering unparalleled skin results while also reducing our impact on the environment through sustainable design and giving back to the community through our philanthropic initiatives like our partnership with GirlUp.
2.How is your brand able to increase the awareness in your customers on the theme of environmental preservation?
To us, transparency is key. Rather than simply telling the consumer our brand story, we engage them along every step of our beauty journey, creating trust and building relationships. As part of our Responsible Beauty value, we strive to make the integration of sustainable beauty rituals effortless for the consumer. By being transparent and open about our responsible beauty values, we make it easier for the consumer to be responsible in their own life. At Noble Panacea it is essential that we empower women to easily engage in a sustainable skincare ritual without having to sacrifice the luxury experience. From the start of the brand, Noble Panacea was designed with sustainability at its core, aiming to thread our responsible beauty value throughout every element.
3.What are the strengths on the sustainable side of your brand that you think can encourage consumers to undertake a lifestyle with a low environmental impact?
Noble Panacea is a pioneer in the Responsible Luxury skincare industry, challenging conventions and raising the bar across market standards. Through the purist of intellectual intelligence, we provide the consumer with the best skincare across all elements – technology, active ingredients, efficacy, and sustainability – without having to sacrifice one for the other.
As a brand, we feel it is our responsibility to develop a luxury experience that is inherently responsible at its core, enabling the consumer to completely indulge in the luxury beauty ritual with a clean conscience. We try to relieve the burden from the consumer by providing her with all the tools she needs, so she can effortlessly engage in sustainable actions without significant effort or sacrifice is essential.
Behind the scenes, our products are meticulously crafted to the highest standards to guarantee that we deliver only the best-in-class skincare ensuring that we put forth the effort the consumer does not have to. All our formulas are clean, developed without any nasties so that consumers are assured our products are safe. Our packaging is sustainable, made from renewable and recyclable materials to lessen our impact on the environment and relieve the burden from the consumer-ultimately ensuring that she does not have to sacrifice efficacy or luxury for sustainability and safety.
We are always continuously innovating and searching for new ways to lessen our impact on the environment, give back to society all the while improving and enhancing the simplicity of the consumer engagement. As part of our Responsible Beauty value, we strive to make the integration of sustainable beauty rituals effortless for the consumer. For example, we recently launched The 30-Day Active Daily Dose Refill, available for all eight of our products, that allows the consumer to preserve the luxurious, innovative octagonal box made from renewable starch-based materials and replenish it every month.
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A special thank you to Wax London, Agolde, THEMOIRè, Molo , Amoln, and Noble Panacea.
