Despite the setbacks businesses are facing due to the coronavirus pandemic, many fashion and beauty brands are continuing their focus on sustainability for Earth Day 2020.
Sustainability has arguably become the most important issue in fashion over the last few years and many emerging and established brands are shifting their manufacturing processes and charitable outreach to meet the demands of their customers to be more eco-friendly.
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Many fashion brands are celebrating the 50th anniversary of Earth Day by launching sustainable collections, such as A.P.C. and Baja East, which are going into their archives and utilizing deadstock fabric in new pieces, while others like Fabletics and Naked Cashmere are launching their first sustainable collections.
Here, WWD rounds up how 16 fashion and beauty brands are celebrating Earth Day 2020.
1. Seven For All Mankind
Seven For All Mankind is launching an environmental platform in May tied to the 50th anniversary of Earth Day. The brand is unveiling Sustainable For All Mankind, a commitment to ensure more than 50 percent of product will be created from sustainable properties by 2023. The brand will introduce a way to track progress on materials and manufacturing.
The label is launching its 080 jean collection, reissuing the style released in 2000 to now be made with sustainable organic cotton and recycled elastane.
Contemporary fashion label A.P.C. is continuing several of its sustainable practices for Earth Day. The brand is offering its latest collection of patchwork quilts and quilted pillows made from leftover textiles created by longtime collaborator and designer Jessica Ogden.
The brand is also continuing its other sustainability commitments, including its Recycle for Credit and Butler Program. The recycling program allows customer to bring in their used A.P.C. items to be exchanged for store credit. The brand sends the used clothing to its recycling facility where it is broken down into fibers and reused in other garments.
The Butler Program allows customers to bring in their old jeans to be exchanged for a new pair at half-price. The old pairs will be mended, washed and marked with the initials of the prior owner.
3. Baja East
The fashion label is utilizing archival and leftover fabric from the last six years to create a collection of pajama sets and pillows produced in Los Angeles.
The collection includes deadstock fabric in floral and animal prints and ranges in price from $75 to $95.
Billabong is teaming with Dr. Seuss Enterprises for an Earth Day collection that takes inspiration from the iconic children’s book, “The Lorax.” The collection of T-shirts, board shorts, and sweaters is produced using recycled and sustainable materials. Prices range from $17.95 to $59.95.
Plant-based beauty brand, Boscia, is teaming with TerraCycle for a permanent recycling program. The program asks customers to mail in three to five empty, full-size Boscia products to be recycled. The brand will then send the customer a full-size bottle of its Luminizing Black Charcoal Mask.
The leather accessories brand is continuing its mission of sustainability by launching a line of leather-care products to help customers preserve their leather goods so they can keep reusing the items. The line includes a leather spot cleaner and a leather conditioner — both priced at $12 — which help clean and restore used leather.
The fashion label is launching its Respectful Denim collection for Earth Day, which utilizes 40 percent less water in the production process. The collection offers three denim styles for men and one for women that range from $298 to $348.
The intimates line has released two prints — pineapple and watermelon print — for its Giving PJ Collection. For every set purchased, the brand plants a tree through its partnership with One Tree Planted.
Fabletics is celebrating Earth Day with its first eco-conscious collection of athleticwear made from recycled materials. The collection of sweaters, shorts, T-shirts and sweatpants ranges in price from $34.95 to $69.95.
10. G-Star Raw
The denim label is tapping a group of fashion designers and artists — couturier Karim Adduchi, fashion designers Lisa Konno and Ferry Schiffelers, visual artist Victor de Bie, hat maker Yuki Isshiki and artist Iekeliene Strange — to create one-off pieces using denim waste materials to celebrate the 50th anniversary of Earth Day. The creations range from couture-inspired dresses to intricate headpieces.
The pieces were slated to be on display at an upcoming exhibition, but the brand had to cancel its plans due to the COVID-19 pandemic.
11. Kenneth Cole
Kenneth Cole is updating three of its best-selling sneaker styles — Maddox, Kam and Liam — with sustainability in mind for Earth Day. The updated styles are designed with materials like 100 percent recycled polyester laces, 100 percent recycled neoprene, rice husk, recycled rubber grindings and micro-suede, among other recycled materials.
12. Naked Cashmere
The fashion brand has launched its first ever recycled cashmere collection, which is made from post-consumer yarn that has been shredded and re-spun into 100 percent cashmere yarn. The collection includes tank tops, shorts, sweaters and pants ranging in price from $100 to $245.
Sustainable fashion label Pangaia has teamed with SeaTrees, an environmental organization, to help restore coastal ecosystems. For every product sold on the Pangaia web site, the brand will plant one mangrove tree in the West Papua region of Indonesia.
The hair-care brand launched its Super Garden CBD Shampoo and Conditioner on April 1 in celebration of Earth Month. The products are the first time the brand has used post-consumer resource packaging, which is said to decrease plastic consumption and use of fossil fuels in the manufacturing process. R+Co will also be transitioning its existing packaging to this material in the coming year. The products retail for $36 each.
15. Ren Skincare
The beauty brand is donating 15 percent of profits on Earth Day to the Surfrider Foundation, which works to protect beaches across the country.
The shoe brand launched a sustainability initiative earlier this year that will have 100 percent of shoe straps produced with recycled plastic. This commitment is said to prevent nine million plastic bottles and 172 tons of plastic from going into landfills this year.
For Earth Day, the brand is hosting a sweepstakes where a winner will receive a pair of Teva sandals and a $2,000 donation to an environmental organization made in their name.
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