Sustainability has certainly become a central topic in the fashion industry.
However, between advertising slogans and green marketing strategies, not all companies truly engage in environmentally friendly actions, but rather resort to practices of greenwashing.
Fortunately, there are brands that go beyond words and stand out for their concrete commitment: they use recycled materials, develop low-impact technologies, invest in projects to protect natural resources, and ensure transparency throughout the entire production chain.
In this article, we take a journey into the world of these companies, describing how they operate and presenting a virtuous example: the Spanish company ECOALF.
Sustainable fashion: much more than ecological materials
When talking about sustainable fashion, it's easy to think solely of the use of natural fibers or recycled materials.
Although these are fundamental elements, true sustainability is built on a systemic vision.
This means rethinking the entire product life cycle: from design to the choice of raw materials, from production to packaging, and up to the end of life of the garment.
A truly sustainable company, in fact, does not limit itself to adding some "green" collections alongside conventional production.
It is rather about integrating environmental and social commitment into their business model.
Reduction of water and energy consumption, fighting waste, localized production to reduce transport emissions, and fair working conditions are all integral parts of a consistent approach.
Recycled materials: from plastic to fabric
One of the most concrete and innovative aspects of sustainable fashion is the use of recycled materials.
Various companies are transforming PET bottles, abandoned fishing nets, old tires, and textile scraps into high-quality yarns and fabrics.
This not only reduces the consumption of virgin natural resources but also helps combat the accumulation of waste, particularly in the seas.
A widely used material is recycled polyester (rPET), derived from post-consumer plastic.
But there are also those who experiment with regenerated nylon (like ECONYL®), recycled cotton, regenerated wool, viscose from responsibly managed forests (FSC certified), and animal leather alternatives made from plant waste (such as pineapple or mushrooms).
The use of these materials helps reduce environmental impact compared to traditional fibers, but it also requires technical skills and investments in research and development.
Virtuous companies: who is making a difference
Among the companies that are standing out for their consistent and transparent commitment to sustainable fashion, we find both well-known and lesser-known names. Here are some examples of virtuous realities:
Patagonia: a historic American outdoor company, has been a pioneer in sustainability for decades, using recycled materials, offering repair services to extend the life of garments, and donating a portion of profits to environmental projects.
Stella McCartney: the British designer has built her maison on ethical values, rejecting the use of leather and fur and introducing innovative fabrics like Mylo™, a material derived from mushrooms.
Tentree: for every item sold, it plants ten trees in areas subject to deforestation and desertification, and uses materials such as organic cotton, hemp, and recycled polyester.
Veja: a sneaker brand that uses organic cotton, Amazonian rubber, and recycled materials, with traceable production and fair labor conditions in Brazil.
Asket: a Swedish brand that promotes "total transparency" about the costs and impact of each garment, offers a repair service, and encourages conscious consumption with a permanent line.
Case study: ECOALF, fashion that leaves no trace
An emblematic example of a company that has founded its mission on real sustainability is ECOALF, founded in 2009 by Javier Goyeneche in Spain.
The initial vision was as simple as it was ambitious: "there is no need to continue exploiting natural resources indiscriminately, we can create fashionable clothing using what already exists."
ECOALF has become famous for its motto "Because there is no planet B," which encapsulates the urgency of the climate and environmental crisis.
The company produces clothing and accessories with 100% recycled and recyclable materials, transforming waste into resources.
Among its most notable innovations:
- Upcycling the Oceans: a project launched in 2015 in partnership with the ECOALF Foundation, involving over 3,000 fishermen in Spain, Greece, Italy, and Thailand in the recovery of marine plastic waste. The plastic is selected, transformed into yarn, and used to create technical fabrics.
- Ocean Yarn: a polyester yarn made from the recovered marine plastic.
- Green polyester: ECOALF was among the first companies in the world to develop traceable and certified rPET production processes.
Certifications: the company is B Corp certified, demonstrating its commitment not only to the environment but also to social and governance issues. It also uses GRS (Global Recycled Standard) and OEKO-TEX® certified materials.
ECOALF goes beyond materials. The company promotes a model of conscious consumption by launching reduced, seasonless collections with essential and durable designs.
Each garment is designed to last over time, be repaired, or be recycled in turn.
Moreover, ECOALF publishes an annual transparency sustainability report, documenting results, challenges, and future goals.
Environmental projects and social impact
Another aspect that distinguishes truly sustainable companies is their ability to invest in environmental and social projects beyond production.
Whether it's planting trees, restoring ecosystems, raising public awareness, or improving the conditions of local communities involved in the production chain, these brands do not just “sell green,” but strive to create value.
This is the case with Nudie Jeans, a Swedish company that offers free lifetime repairs of its jeans, promotes second-hand use with its “Re-use” program, and supports ethical projects in India where organic cotton is grown.
Another noteworthy example is Outerknown, a brand founded by surfer Kelly Slater, which has integrated sustainability into every phase, from supplier selection to traceability, to the return of garments at the end of their life with the “Resale” program.
Sustainable fashion: a cultural shift underway
The shift towards more sustainable fashion involves not only companies but also consumers.
The daily choices of consumers – preferring quality over quantity, opting for ethical garments, and researching brand practices – have a real impact on the market.
Supporting truly committed companies means fostering a different, more just, and forward-thinking model.
In an industry known to be among the most polluting in the world, these entities demonstrate that a different way of producing fashion is possible.
It's not about giving up style, but about choosing garments that have a story to tell, that respect the environment and people, and that last over time.
Because dressing sustainably also means taking care of the future.
And this is a message that goes well beyond trends.