BRANDS MAKING A DIFFERENCE

Thanks to the influx of creative and talented designers today, shopping sustainably has never been easier to do, nor has it been so fashionable. Contemporary labels such as Nudie Jeans and ACNE Studios have been paving the way with innovative designs be it jeans made from 100 per cent organic cotton or a company-wide commitment to achieving supply chain transparency and the constant improvement of working condition.

But what about the labels you already know and love? While there are still further strides to be made, many of these classic brands have taken the step to become more environmentally conscious. From the likes of Ralph Lauren creating their iconic logo polo shirt entirely out of recycled plastic bottles to Tommy Hilfiger’s ‘Make it Possible’ program, here are the best menswear brands putting sustainability on the agenda.

TOMMY HILFIGER

Whether for its classic American preppy flair or the iconic combination of all things red, white and blue, Tommy Hilfiger is loved and adored by many. No matter your personal style, it’s next to impossible to find a wardrobe without at least one Tommy Hilfiger piece hanging in it. In September 2020, Tommy Hilfiger announced its ‘Make it Possible’ program: a set of 24 targets across four pillars to achieve by 2030. From striving for inclusivity to operating with sensitivity to planetary boundaries, Tommy Hilfiger is taking further steps to approach sustainability from both an environmental and social perspective. The label has created many of its classic designs using eco-friendly materials such as certified organic cotton and recycled denim.

RALPH LAUREN

There are few pieces as iconic and timeless as the Ralph Lauren Polo Shirt. First debuted by the label in the 1970s, the short-sleeved collared sport shirt has remained a style staple in men’s wardrobes for over five decades, but its most recent iteration is perhaps the most revolutionary. In partnership with First Mile, a US-based recycling organisation, Ralph Lauren has created a sustainable version of its classic polo shirt. Aptly named ‘Earth Polo’, the shirts are made entirely of recycled plastic bottles and dyed through a process that uses zero water. What’s more, due to this initiative, Ralph Lauren plans to remove 170 million plastic bottles from the environment by 2025.

GANT

Durability and longevity have always been part of the renowned fashion brand, GANT’s DNA. Since 1949, GANT has designed timeless pieces that are not only made to last but also inspired by classics that never go out of style. Further to their efforts, GANT has also published a number of goals in their stride to become a greener business. Some of these include: by 2022, GANT’s cotton will be 100 per cent sustainably sourced, by 2025, GANT will reduce its water use in manufacturing by 50 per cent and in the same year, the brand’s key materials will be 100 per cent sustainably sourced. By buying cotton products from Gant, you’re supporting responsible cotton production and more sustainable farming practices, through the organisation, Better Cotton. Through this membership, "Better Cotton" is sourced via a chain of custody model called mass balance. This means that Better Cotton is not physically traceable to end products, however, Better Cotton Farmers benefit from the demand for Better Cotton in equivalent volumes to those the brand ‘sources'.

PAUL SMITH

British designer Paul Smith has a reputation founded on immaculate menswear clothing, combining tradition with modernity to create a clean yet creative aesthetic. But in recent years, the brand has stepped its game up once more by making a commitment to sustainability. In 2021 alone, Paul Smith placed a ban on sending stock to landfill, zero waste to landfill from its Nottingham office and warehouse; 50 per cent of their global electricity supply is from renewable sources, 45 per cent of their cotton is organically grown and 100 per cent of their down is not taken from live-plucked or force-fed birds. Not to mention the brand’s ‘sun logo’ initiative. Anytime you see this logo on a Paul Smith or PS Paul Smith design, it means a minimum of 50 per cent of that product has been produced using low (environmental) impact materials. These low impact options use materials that range from organic cotton and natural rubber, to recycled wool and recycled polyester, and innovative new materials made from vegetable waste. Eventually, the brand plans to make PS Paul Smith a 100 per cent sun logo collection.

NUDIE JEANS

Swedish brand Nudie Jeans has put environmentalism at the heart of its ethos from the get-go. The denim brand’s motto is ‘Lagom’, the Swedish phrase for ‘just the right amount’. Which, coincidentally sums up the label’s approach to environmentalism, wanting to make sure that their use of the world's resources is balanced and fair. Not only are all of the label’s jeans made from 100 per cent organic cotton, but Nudie Jeans also offers to repair its designs for free. Plus, customers can now recycle their old, worn-out jeans through Nudie Jeans' Rebirth initiative, which turns secondhand materials into new products such as denim bucket hats and other Scandi-chic pieces. Better yet, the brand doesn’t just stop at environmental sustainability but also places human rights and the wellbeing of the people that make their clothes at the heart of their strategy.

ACNE STUDIOS

Swedish design collective ACNE Studios has garnered cult status in the fashion world over the last number of years with Jonny Johansson at the helm. Rooted in Scandinavian minimalism, the label's perfectly cut jeans and tailored separates are ‘buy now, wear forever’ investments making its ethos sustainable from the start. But its ethical efforts don’t end there, through their membership of Fair Wear Foundation they are, committed to achieving supply chain transparency, and the constant improvement of working conditions in order to achieve a fairer and more ethical fashion industry. As "Leader" level members, ACNE are showing best practices in complex areas such as living wages and freedom of association.

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