25 Sustainable Brands Our Editors Champion Every Day of the Year

Elinor Block
·12-min read

Sustainable fashion can be confusing. Is it vegan? Ethically produced? Environmentally friendly? Fair-trade? Is it a catch-all term for anything that relates to fashion that isn’t fast? The short answer is that it can be all those things. The long answer is that it’s much more complicated than that. Sustainable fashion pertains to the sourcing, production and distribution of the garment.

The lifespan of a piece of clothing must be looked at from start to finish. It means understanding that organic cotton is better than regular cotton, as it doesn’t use pesticides or harmful chemicals that are bad for the skin. Also, manmade fabrics (such as polyester) are damaging to the environment, as they’re often made from plastic and are nonbiodegradable. While leather can be eco-friendly, it can still impact the environment due to the chemicals used to finish it.

Then there’s the production: Are the clothes being made in an environment that’s safe for workers? For example, some synthetic dyes can be toxic to people using them during the manufacturing process and can cause health problems. Adding to this, another good question to ask is if the workers are paid fairly and correctly. Then, once made, how far is the garment travelling? What kind of carbon footprint in the brand creating?

All of these questions are vital if you want to know if a brand adheres to sustainable and ethical practices. And as we enter a new year it seems like a great time to think about how you can help the environment by making more considered choices with your wardrobe. Thankfully, there are many organisations dedicated to defining exactly what sustainable fashion is and moreover, which brands are doing it correctly. From the likes of Love Not Landfill to the Environmental Working Group, you can research how to be more sustainable with your clothing and discover fashion labels and designers that are doing a good job already.

But why does it matter? The main reason, of course, is that global warming is a real concern—and the textile industry is one of the most polluting factors. However, brands are waking up to this, and things are starting to change. Earlier this year, Net-a-Porter launched its Net Sustain initiative, a section on the site showcasing more sustainable brands. But there are many other labels doing great work when it comes to sustainability and already being worn by fashion editors.

Ready to find out what they are? Keep scrolling to find out more and shop our edit.


I recently discovered this British bag brand on Instagram, and I can’t stop thinking about how chic it is. The bags are all created from “remnant, deadstock or vintage fabrics” and are a take on traditional Japanese Furoshiki bags mixed with the scrunchie. They’re the kind of bags that are ideal for nights out, weddings, special occasions and when you’re just feeling fancy.

Roop Upcycled Furoshiki Satin Bag (£75)

Roop Upcycled Furoshiki Satin Bag (£75)


The name Aardes is from the Dutch word for “earth,” which is handy considering the whole ethos behind the brand is to think about how fashion impacts human life and the environment. The block-printed pieces come in small batches and will only be re-created dependent on demand. This way, the brand can keep the level of waste down, which is another massive plus in terms of sustainability.

Aardes Studio Shirt (£125)

Aardes Gathering Shirt (£120)

Ren London

This is a new brand I've recently come across and I love how simple it is. From elegant linen dresses to flowy trousers, these are the kind of outfits I'm looking at this brand to help me feel like I'm on holiday, even when I'm not.

Ren London Ava Dress (£240)

Ren London Gwen Trousers (£160)

Seventy Mochi

This brand does more than denim but I really need to tell you about their offering in this area. It's just so cool. From patchwork dungarees to oversized jackets, I want everything from this brand when it comes to the blue material.

Seventy + Mochi Suki Dungaree in Deadstock Denim Panels (£120)

Seventy + Mochi Lily Jacket in Persian Vintage (£95)


Patagonia has been a long-time favourite of hikers and climbers but it's started to become popular among the fashion crowd. Since the mid-1980s, the brand has pledged 1% of its sales to the "preservation and restoration of the natural environment". You can also read about their footprint here.

Patagonia Woolyester Fleece Pullover (£120)

Patagonia Free Hand Fitz Roy Organic Cotton Crew T-Shirt (£35)

Jess Meany

I stumbled across Jess Meany's quilted jackets earlier last year and I haven't been able to stop thinking about them. One-of-a-kind and all super gorgeous.

Jess Meany Soft Pink Patchwork Juniper Cropped Coat (£365)

Jess Meany Barkcloth Blooms Laguna Lounge Shirt (£164)


If you're concerned about the impact that denim has on the environment, then it's worth checking out Boyish. They source eco-friendly fabrics to reduce waste and also use natural plant-based dyes, to ensure a non-toxic process.

Boyish The Tommy (£168)

Boyish The Maxwell (£213)

Stella McCartney

Stella McCartney’s eponymous label has been going since 2001. She has an eye for sharp tailoring and quality pieces that often transcend seasons. She’s famously vegetarian and doesn’t use leather in her collections. In terms of sustainability, she uses organic cotton, forest-friendly fibres, recycled polyester and regenerated cashmere.

Stella McCartney + Net Sustain Belted Patchwork Organic Denim Jacket (£1795)

Stella McCartney Ribbed Wool-Blend Sweater (£495)


These vegan sneakers have made waves in the fashion industry this year. It seems like not a day goes by without one of the Who What Wear team spotting someone IRL wearing them. The trainer's soles are all made from wild Amazonian rubber harvested without the use of deforestation.

Veja + Net Sustain Rio Branco Leather-Trimmed Suede and Mesh Sneakers (£105)

Veja + Net Sustain V-10 Leather Sneakers (£115)

Mara Hoffman

Amid the bold prints and luxury holiday dresses, there lies a fantastic sustainable brand. Mara Hoffman is dedicated to making sure her brand is eco-conscious by using Tencel, organic cotton and Japanese cotton. The designer also constantly evaluates the processes and production of her garments and wants to improve and extend each garment's life. It's worth having a look on the site to check out the brand's commitment to sustainability.

Mara Hoffman + Net Sustain Agnella Organic Cotton Wrap Midi Dress (£365)

Mara Hoffman + Net Sustain X Lg Electronics Mandra Belted Crinkled Organic Cotton Jumpsuit (£239)

Mother of Pearl

Always a hit at London Fashion Week, if you're into clashing prints, this one's for you. The UK-based brand often uses organic fibres such as organic wool and cotton as well as Tencel for its collections.

Mother of Pearl Seren Check Dress (£350)

Mother of Pearl Effie Stone Dress (£295)

Maggie Marilyn

Although this brand is designed and manufactured in New Zealand, Maggie Marilyn uses organic cotton and wool and recycled polyester. This dress, which the Who What Wear team love, is made from ethically produced silk.

Maggie Marilyn Colour Block Maxi Skirt (£170)

Maggie Marilyn Meet Me at Seven Flared Trousers (£408)


Set up fairly recently, Aligne has already caught the eye of plenty of Who What Wear editors. It offers a great range of minimalist, sustainable pieces. The choose fabrics based on their quality and low environmental impact.

Aligne Calonie Halter Neck Voluminous Midi Dress Black (£89)

Alinge Celine Tailored Single Breasted Blazer Stone (£110)

Ninety Percent

There are so many boxes Ninety Percent ticks when it comes to sustainability. First up, the materials featured in the collections are often organic cotton or Tencel. However, when the brand uses a material that isn't as sustainable, it always researches new ways to produce it next time around. Next up, Ninety Percent makes sure garments are produced in quality facilities. Finally, the brand has made a commitment to give “90% of our distributed profits between charitable causes and those who make our collection happen.” As for the fashion? This brand makes excellent quality basics. Need we say more?

Ninety Percent + Net Sustain Cutout Stretch-Knit Turtleneck Sweater (£180)

Ninety Percent + Net Sustain Boy Fit Organic Cotton-Jersey Track Pants (£130)


Other than the fact these bags will look chic with any outfit, Kairi is a sustainable brand that uses vegetable leather made natural chrome-free eco dyes. In addition, all the bags are handcrafted, designed and produced in London.

Kairi Accessories Curve Cross Body Bag (£195)

Kairi Accessories Baguette Bag (£120)

Good News

Sneakers that are sustainable and look great? Check out London-based Good News.

Good News + Net Sustain + Space for Giants Frayed Organic Cotton-Canvas Sneakers (£110)

Good News Palm Black High (£120)

House of Sunny

UK-based House of Sunny is a sustainable brand that makes cool classics with a twist, such as white trousers or cotton dresses. And if you're wondering about its fashion credentials, it's even stocked by Lisa Says Gah—every fashion insider's go-to for new labels you need to know.

House of Sunny Day Tripper Knit (£90)

House of Sunny Jungle Jessie (£90)

Alice Early

Designed and made in London using 100% organic cotton, this dress, in particular, is one of our favourites from Alice Early. But this isn't the only garment that's sustainable—the whole brand is dedicated to reducing its impact on the environment.

Alice Early Rhianon Dress Mustard Yellow (£265)


One of the first major sustainable brands to hit the mainstream was Reformation. The label is dedicated to reducing waste, water and energy footprints, as well as making incredibly cute dresses. Created in Los Angeles, this brand even lets you meet the people who make your clothes the first Friday of every month at its factory.

Reformation Clyde Floral-Print Linen Top and Skirt Set (£300)

Reformation + Net Sustain Moneta Ribbed Alpaca Sweater (£245)

Gabriela Hearst

While Gabriela Hearst is definitely one of the more expensive brands on this list, it's important to recognise that just because something is sustainable doesn't mean it can't be luxury. The brand is dedicated to reducing its usage of plastic and is now working with a startup company TIPA to ensure that its garments aren't wrapped in plastic. It will be the first company to have all of its plastic packaging using TIPA's plastic solutions, which are biodegradable.

Gabriela Hearst Miller Round-Neck Tie-Dye Cashmere Sweater (£695)

Gabriela Hearst Alina Leather-Trimmed Recycled-Cashmere Skirt ($2155)

People Tree

Since 1991, People Tree has been one of the leading brands for sustainable and fair-trade fashion. Every product is made to the highest environmental and ethical standards. This is the place to find affordable pieces you'll wear every day.

People Tree Cecile Straight Leg Jeans (£95)

People Tree Ariel Wide Leg Jean In Cream (£95)


It’s probably surprising to see such a huge brand on this list (arguably the biggest and most well known), but Gucci has been doing a lot of work behind the scenes. First came the ban on using PVC in 2015 and, recently, the brand revealed it’s now carbon neutral. Tangibly, this means that the brand is offsetting all its greenhouse gas emissions produced during the supply chain. The Italian house now uses recycled plastics, recycled metals for jewellery, upcylces material scraps, and has been increasing its use of organic materials such as silk and cotton. You can read more about Gucci's sustainable practices here.

Gucci Jackie 1961 Small Hobo Bag (£1590)

Gucci Tweed Jacket (£2000)

Sheep Inc

Sheep Inc says it’s the only brand that “sees it as their responsibility to restore the environment rather than just offset their carbon footprint.” That’s quite the claim from the knitwear company, but its dedication to improving the environment should be commended. Sheep Inc removes carbon from the atmosphere by taking 10 times more carbon out of the atmosphere for every sweater they create through investment in biodiversity projects. You can even track each sweater’s journey from the New Zealand farm to your doorstep. Time stamps, locations and a true account of the carbon footprint are provided. All sounds brilliant, right? The only problem? They don’t launch until October.

Sheep Inc The Medium Knit (£160)

Susan Caplan

Love Chanel jewellery? Then you want to head to Susan Caplan. The London-based brand is stocked in Liberty and John Lewis as well as its own store online and stocks the coolest vintage jewellery. What makes it sustainable is that it’s secondhand and vintage, so you know that everything you’re wearing is being recycled. If you follow the brand on Instagram, you’ll know that it’s a massive supporter of ethical and sustainable fashion, so you’ll even get great ideas on where to shop for sustainable pieces.

Susan Caplan Vintage 1980s Vintage 22ct Chain Link Bracelet (£75)

Susan Caplan Vintage 1980s Vintage Christian Dior Demi Hoop Clip-On Earrings (£275)

Sand Copenhagen

Scandi brand Sand Copenhagen uses post-industrial recycled polyester from plastic water bottles. The process begins with recovering the plastic bottles in Italy and then completely producing the yarn and the fabrics in Italy also making the garments completely recycled.

Sand Copenhagen 3176 Off White Wrap (£0)

Price on request.

Sand Copenhagen 6657 Camelo (£0)

Price on request.

Next up, the biggest spring/summer 2021 fashion trends to know.

This piece was published at an earlier date and has since been updated.

This article originally appeared on Who What Wear

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