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10 Things You Can Do to Shop More Sustainably

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Small — and big — changes you can make today.

The 2015 documentary The True Cost has largely accomplished what it set out to do: wake up Western consumers to the horrifying impact of the fashion industry on exploited workers and the environment. And more consumers watch it every day.

But there’s one criticism of the movie that rings true: After all the visual carnage, viewers are left with no next steps. If we agree that mass-produced fashion is awful, that garment workers shouldn’t die making our clothes, that rivers should not be poisoned just for a cheap T-shirt, and that 1.715 billion tons of CO2 released a year (or about 5.3 percent of the 32.1 billion tons of global carbon emissions) is way too much, what can we do to change it?

Unfortunately, there’s no equivalent in the fashion industry to Michael Pollan’s sharp, easy-to-remember instructions: “Eat food. Not too much. Mostly plants.” That’s because the fashion supply chain is so confoundingly opaque and complex, that even if you buy a purse that was handcrafted by a Peruvian artisan, the leather tannery might still have poisoned the local river, and the cows that provided the leather might have been abused. It’s exceedingly difficult as a shopper to say with any certainty that you are making the “right” choice when you buy something from a green collection or one that is purported to be fairly made.

Still, once you know all the horrible, awful, no-good things the fashion industry does to the planet (pouring carbon into the atmosphere, dumping increasingly large mounds of waste into landfills) and to (mostly female, mostly brown) workers, it feels wrong to throw up your hands and say, “Welp, everything sucks, and I’m going to do some retail therapy at Forever 21.”

As complicated as it can be, there are still things that you can do to lessen your impact on the planet and, of course, not feel like a total hypocritical dirtbag. Here they are.

According to this analysis, a full 22 percent of a garment’s climate impact comes from the process of a consumer driving to the store to try something on, driving to another store to try that thing on, then bringing their final selection home in their car. If you live in a city where you can walk or take public transportation to a store, then do that!

And don’t feel guilty about ordering items online. First, because a UPS, FedEx, or USPS truck is like public transportation for your clothing: efficient at moving a lot of stuff with minimal fuel. Second, your clothing probably comes through a distribution center, skipping the process of going to the store at all and going straight to you. And according to multiple studies, online shopping has a much lower environmental impact than brick-and-mortar shopping. It may feel wrong to get an item of clothing in a plastic bag in a box, but rest assured that if it goes to a store instead, it’s also showing up in a plastic bag — the bag’s just gone by the time you see it on the rack.

Another benefit of shopping online is the opportunity to be more thoughtful and discerning with what you buy. In a physical store, it might not be possible (or even occur to you) to research every brand you encounter then and there on your phone. But when you’re home and on the internet, you probably have more time, along with more access to resources, to do some deeper digging.

There are some excellent resources documenting the bad, good, and gray areas of shopping. The Good on You app lets you search for a brand’s environmental impact, labor policies, and even animal-friendly considerations, plus makes recommendations in different categories (dresses, hosiery, outerwear) of sustainable and ethical brands. Project JUST does about the same thing — carefully researches the impact and policies of various brands, plus puts out roundups of the most ethical and sustainable brands in categories like athletic wear and denim — but on a website.

There’s also the DoneGood browser extension, which pops up in the corner of your browser when you’re shopping and tells you whether or not the brand site you’re on is sustainable and/or ethical, and links you to alternatives if it’s not. If you’re visiting a conventional webstore, it also highlights which sustainable brands you should check out while you’re there.

Also, look through the About section or — even better — the sustainability or social responsibility section of a brand’s site to see if they say anything about how items are made. (If they don’t, it’s a bad sign. Skip ahead to step #7 and reach out to your favorite brands.) Google the brand’s name and look for recent news. And finally, check and see if it’s in the Sustainable Apparel Coalition, a trade group that requires its members to quantify their supply chains’ impact on the environment and is funding some really cool initiatives along the way. (It’s not the same as a third-party certification like the ones mentioned below, but does indicate that a company is serious about making changes.)

Of course, all of this supposed efficiency will be negated if you’re the kind of person who buys a dozen things from a dozen different stores and returns 11 of them. All of this advice really only works if you’re the type of person to use the internet to buy smarter, rather than impulsively.

Look for certifications.

There are a few gold-standard certifications that indicate that an objective deep dive into a product’s supply chain has been conducted. OEKO-TEX is an independent test and certification system for textiles, and it offers multiple levels of certification, the most basic of which indicates that the product is free of hazardous chemicals. The next level up concerns whether the textiles are made in socially and environmentally responsible conditions. GOTS (Global Organic Textile Standard) is a certification for textiles that contain “a minimum of 70% organic fibers.”

Forest Stewardship Council certification indicates that any trees involved (yup, some fabrics are made from trees — more on that later) were sustainably harvested. Fair Trade certification indicates that the factory workers are paid at least the minimum wage, and that the working conditions are safe.

Avoid these fabrics.

I’ll keep it short: Polyester is made from oil (it’s basically a plastic thread) and all synthetic fibers (excepting a few alternatives mentioned in this piece) shed microfibers into waterways. (You’ve probably ingested these fibers in your last seafood meal.) Acrylic is even more toxic to produce than polyester. Viscose rayon (this includes bamboo rayon) turns plants into a textile through a toxic, polluting process and is contributing to the disappearance of rainforests.

Conventional cotton relies on pesticides and herbicides which are improperly, excessively, and dangerously applied in underdeveloped countries, and might have led to the worldwide decline of insect populations. The typical leather tanning process is so toxic that 90 percent of the people who live in the leather-tanning neighborhoods in Bangladesh die before they reach 50.

A man shopping for rings
Photo: Thomas Barwick/Getty Images

Look for these fabrics.

It’s pretty hard to avoid polyester altogether, especially if you enjoy athleisure clothing, swimsuits, or anything with stretch. So look for polyester that’s made of recycled water bottles, fishing nets, carpet, and other post-consumer products. These products financially support the recycling industry and help to keep plastic waste from the landfill and ocean.

Tencel is a viscose rayon alternative by the Austrian company Lenzing made from sustainably-sourced eucalyptus trees in a closed-loop process that ensures no toxins are released into waterways. Silk, hemp, linen, and wool are all natural, low-impact textiles. (Just watch out if you’re vegan — the typical silk thread process kills the silkworms, and wool-producing sheep aren’t always treated the best, especially in Australia.)

Vegetable tanned leather doesn’t use heavy metals in the process (but as an FYI, that means it’ll take longer to soften up and break in). More leather alternatives are coming, but right now the best new alternative available for purchase is Piñatex, which is made from pineapple leaf waste.

Seek out brands that pay their artisans fairly.

Understanding the environmental impact of your garment’s entire supply chain is nearly impossible — all the variables (production, dying, finishing, shipping), debates (are GMOs bad or not?), and scientific reports can lead to a mental burnout on the whole idea of conscious consumption. But picturing the positive social impact of a fairly-made garment is much more inspiring — and easy.

Many fair trade brands, like LemlemVozSiizuBrother VelliesPar en ParAce & JigUniformManos Zapotecas, and more, have photos and information on their websites of the women and men who hand-make the garments or the factories they use. Other brands, like Reformation and Saint James, give factory tours. Still others, like Naja and Nisolo, give you a report on working conditions, pay, and benefits, plus how getting paid to use their community’s traditional skills positively impacts a worker’s community.

We could argue all day about relative merits of recycled polyester versus organic cotton, or how much you’re benefiting the environment by paying more for organic cotton, but it’s hard to argue with a mother getting paid a fair wage in safe working conditions. It feels a lot more rewarding, too, which can help keep you motivated.

Buy secondhand.

There is a glut of secondhand fashion in the West. Secondhand shops can only resell about 20 to 45 percent (75 percent on a really good day) of unwanted threads — the rest is downcycled into insulation, carpeting, or rags, or (if it’s still wearable) shipped to developing countries to be resold for a few dollars.

This overabundance of orphaned clothing makes secondhand the perfect solution for fashion addicts who feel guilty about their waste and wallet. It prevents production of toxic or exploitative new clothing, and it keeps textiles out of the landfill or from being shipped overseas. Secondhand stores are almost all charitable, locally, or family-owned, so you direct your dollars away from multinational corporations and to small business. And best of all, it’s a way to get fresh threads (sometimes with the tags still on!) for fast-fashion prices.

If you have something really specific in mind and find the chaos of the thrift store intimidating, you could shop online at affordable sites like ThredUp and Tradesy, or Vestiaire Collective and The RealReal for upscale and designer items.

Show your favorite brands you care.

Not ready to pass up on that so cute ruffled viscose top from J.Crew? Curious where it’s made? Email or tweet at the brand! “Consumers think their voices don’t matter, but they do,” says Jessica Radparvar, the founder of the social impact communications consultancy Reconsidered. “Tweets, emails, questions asked in retail stores — if frequent enough, these communications get laddered up. I know many Corporate Social Responsibility teams that then use these anecdotes as ‘proof points’ to show that consumers are demanding transparency,” she says. “That can in turn help them get buy-in, approvals, and funding for projects they want to push forward.”

Again, that only works if the brand has a team like that instated. If they don’t answer, and you can’t find any information anywhere about attempts to go sustainable or ethical, you might want to cross them off your shopping list.

Capsule your wardrobe.

The best thing you can do is just buy less stuff. And you can buy less stuff if you buy things that are timeless and high-quality enough to last a long time.

How you launder it, how you dispose of it, even where it’s shipped from — all these factors are a sliver of the total impact of a typical garment. But most of the impact comes from the very fact that it was produced. The longer you use a garment, and the more times you wear it, the lower the impact. This doesn’t necessarily mean you have to go out and buy exclusively locally-made, organic fashion that costs well in the hundreds of dollars. Whatever it is, if you think you will wear it 30 times or more, that’s definitely a sustainable choice.

One popular notion in the conscious fashion world is the idea of a capsule wardrobe: an extremely edited collection of versatile pieces that can be endlessly mixed and matched, so that you get maximum use out of minimal possessions. If you want some guidance in this area, try the app Cladwell, which helps you discern your style, whittle down your wardrobe, donate or sell what you don’t love anymore, and come up with interesting new combinations.

The goal is to stop getting tossed about on the expensive seas of new trends, and confidently stand in your own personal style, with a closet full of (and only of) pieces that make you feel like your best self. If you love your closet and can easily put together a great outfit, you’ll never say, “I have nothing to wear!” and run out to buy something last minute to make you feel beautiful again, nor will you be tempted by whatever fun cheap thing is in the window at Forever 21, because you already have everything you need, thank you!

Try renting.

If you’re keen to try out a new trend, have a special event coming up, or you’re just bored with your closet but on a budget, renting lets you feel fabulous while using fewer resources. You can try Style Lend, which lets you rent luxury fashion from real women’s closets; Le Tote, which sends you a box of everyday items to try; or the OG of renting, Rent the Runway.

Donate to NGOs and watchdogs.

Don’t stop at conscious consumption! Direct your dollars to organizations that are trying to create systemic change. You can help send a Bangladeshi garment worker to college, fund Canopy’s efforts to save the rainforest from destruction by rayon-viscose pulping mills, donate to Greenpeace or Natural Resources Defense Council, which respectively combat toxic garment factory effluent and increase the energy efficiency of factories, or become a supporter of Project JUST and their deep research on the sustainability and ethicality of large brands.

The main thing to know is that you can take or leave any of these tips and build a sustainable wardrobe that feels right for your lifestyle, your budget, and your personal style. There’s no one way to be a conscious consumer, just like there’s no one way to dress yourself. And as the sustainable fashion movement grows and evolves, dressing yourself with thought will hopefully only get easier with time.

*This story first appeared on Racked

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Inditex’s Sustainability Investment Reaches €7 Million in 5 Years

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Image Courtesy: inditex.com

Inditex, world’s leading fashion group which operates over 7,000 stores in 88 markets and owns brands like Zara, Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe, has invested more than Euro 7 million on sustainability front over the last five years.

The Group has invested in expansion, scaling and modernization of logistics platforms and design centres to boost efficiency and energy saving measures. The start-up of highly-advanced “multi-shuttle” areas at the Bershka platform in Tordera, Barcelona, and at the Arteixo distribution centre (A Coruña) make dispatch time management more efficient and precise and double the speed.

Another area was research and development work focused on store applications for sustainable technology, such as paper saving mobile payments and efficiency technology RFID. Last year, it completed the deployment of RFID technology across its entire Zara store base and has embarked on the process of rolling this technology out in its Massimo Dutti and Uterqüe stores. Other brands like Pull&Bear, with Stradivarius, Bershka and Oysho will follow in 2018. Besides, the number of eco-efficient stores worldwide reached 4,519 in 2016 delivering water savings of 40% and energy savings of 20%.

Furthermore, it also introduced mobile payments in 15 markets in total since it started to roll-out in Spain, the UK, US, Italy and France. Using the online apps of each of Inditex’s eight retail concepts or using a Group app called InWallet facilitate the environmentally responsible replacement of hard-copy receipts with e-receipts. Online orders placed in Spain with any of the Group’s brands have no longer generated hard copy receipts since March 2017 thanks to the e-receipt system named “Paperless”. Zara is also already using this system in the US and the UK.

The Green to Pack project at Zara alone save 22,000 trees and the emission of 1,680 tonnes of carbon every year. In addition to this, it also introduced clothing containers for used-garments in all Zara stores in Spain, Portugal, the UK, the Netherlands, Denmark and Ireland for recycling into new fabrics.

The research and development of more sustainable fabrics is also increasing. Last September Zara launched the second edit ion of its Join Life collection made of Refibra™ fibres. Developed by Austria’s Lenzing Group, Refibra™ fibre are made of pulp from cotton scraps and from sustainably-managed forests.

*This story first appeared on Apparel Resources

Refibra™ – Lenzing’s Initiative to Drive Circular Economy in the Textile World

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Lenzing achieved another milestone in its innovation heritage in the textile industry by developing a new fiber based on cotton scraps and wood. Refibra™ is the first cellulose fiber featuring recycled material on a commercial scale and was launched today at Premier Vision textile fair in Paris. The fiber is produced in the TENCEL® production process. TENCEL®, already a market success as an eco-friendly fiber, is now achieving another key milestone by creating from natural resources what is likely the most sustainable fiber. Refibra™ from cotton scraps and wood will further build Lenzing’s reputation as a leader in the field of environmental fiber technology and will push new solutions in the textile industry towards circular economy by recycling production waste.

“For Lenzing, developing circular business models in the fashion industry ensures the decoupling of business growth from pressure on ecological resource consumption. It reduces the need to extract additional virgin resources from nature, and reduces the net impact on ecological resources,” explain Stefan Doboczky, CEO of Lenzing Group, and Robert van de Kerkhof, CCO. Refibra™ – Reborn TENCEL® fiber

The new TENCEL® generation Refibra™ stands for “Reduce, Reuse and Recycle”. “The brand name Refibra™ and the claim ‘Reborn TENCEL® fiber’ illustrate immediately that this new kind of fiber is made of recycled materials promising reduced reliance on natural raw materials. Because Refibra™ is based on the TENCEL® fiber, which has been internationally recognized for its environmentally responsible closed loop production process, Refibra™offers a deep sustainability profile that clearly contributes to circular economy,” van de Kerkhof explains.

Refibra™ with fiber identification Transparency becomes more and more an issue in the textile industry to prove for example material origin. To assure customers that the fiber, made from recycled material, is really in the textiles, Lenzing has developed a new identification system. The system makes it possible to identify the Refibra™ fiber in the finished textile. This guarantees transparency in the overall processing chain.

The Refibra™ fiber itself is part of the global Lenzing Branding Service and the brand is licensed once the textile has undergone a certification process. International partnerships for circular economy “Close cooperation with leading companies who attach particular importance to sustainability is a pre- requisite for a successful market launch,” van de Kerkhof comments. “These pioneering companies offer the possibility of jointly developing concepts that contribute to a more sustainable fashion industry and promote the circular economy in this sector as well.”

For a better planet “TENCEL® itself is an environmentally responsible fiber of botanic origin. With Refibra™, we add to the future of manufacturing and start to reassess waste as resource. The target is to close the loop. We will not stop our innovation before we are there,” van de Kerkhof said. “Lenzing is working for a better planet.”

*This story first appeared on Carved in Blue

Introducing ‘No Fade’ Lenzing Modal Black

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What does the future hold for black denim?

At Kingpins Amsterdam (Oct. 26-27), Lenzing will introduce Future Black, a capsule collection that showcases Lenzing Modal Black, the fiber manufacturer’s solution for black denim that never fades.

Lenzing Modal Black is a spun-dyed fiber that incorporates the pigment during the extrusion production process, meaning the dye is permanently fixed into the fiber structure. Even after 50-plus washes, there is no sign of fading.

“Due to the large and growing consumer demand for black jeans which retain their color, we’ve worked with the global supply chain to develop fabrics using Lenzing Modal Black,” said Michael Kininmonth, Lenzing project manager.

Lenzing Modal Black can be used on its own or blended with other fibers to create a variety of effects.

The collection is also the newest example of Lenzing’s commitment to sustainability. Compared to conventional dyeing, Lenzing Modal Black uses only 20 percent of the pigment typically required with spun-dye fiber.

Lenzing research has shown that fabric made with Lenzing Modal Black fiber uses 50 percent less energy, has a reduced carbon footprint by 60 percent, and requires only half of the water typically used in production compared to conventionally dyed fabrics.

*This story first appeared on Rivet and Jeans.

Patagonia Picks Up TENCEL® Made from Cotton Fabric Waste

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Cotton textile waste isn’t just getting tossed anymore, it’s making TENCEL® and big brands are buying into it.

Announcing Lenzing’s latest development at the Textile Exchange Sustainability Conference in Hamburg, Germany Tuesday, Tricia Carey, the company’s director of business development for apparel and denim, said no new ideas come to fruition without determination.

And Lenzing was determined to answer the market’s demand for closed loop production processes by taking cotton scraps that would have otherwise been discarded and turning them into fiber.

To make the virgin TENCEL® from the cotton waste, Lenzing takes the fabric  scraps from post industrial waste,  removes any contaminants such as dyestuffs and resins and produces a cotton cellulose pulp. This pulp is blended with wood pulp adding only solvent and water and the only output is TENCEL® fiber and water. In keeping with the recycling efforts, during the lyocell process the solvent gets used over and over and over again, and the whole process uses 95 percent less water than it takes to produce cotton.

“This is taking the next step toward what we talk about so much here at Textile Exchange, and that’s the circular economy,” Carey said.

Recently Lenzing’s first brand and retail partner for the new TENCEL® fiber was announced.  Now Patagonia has been added as the latest brand to take up the closed-loop fiber.

“Patagonia pioneered recycled materials starting with polyester in our apparel in the 90s and we are always looking for new ways to incorporate recycled materials into our products,” said Helena Barbour, senior director of global sportswear at Patagonia. “This revolutionary new material Lenzing has created takes pre-consumer waste cotton scraps and turns it into a high-quality TENCEL® fiber that meets Patagonia’s rigorous performance standards. Partnering with Lenzing to bring this material to market was an easy choice for us and we are excited to launch our first products with it in the spring of 2017.”

TENCEL® made from the cotton waste has the same behavioral properties as Lenzing’s traditional TENCEL® made from wood pulp, and the fiber gives garments the same smooth hand consumers seek and the strength to have lasting power.

The first garments using the new fiber will hit the market in Spring/Summer 2017. Patagonia will be the first to market in the U.S.

“It’s the first of its type and it meets the desire from the market for a high quality, recycled cellulosic fiber,” Lenzing business development and project manager Michael Kininmonth, said. “The physical characteristics are as good as our standard product. Therefore there is no evidence of down-cycling whatsoever”

*This story first appeared on Carved in Blue

SAC and Lenzing Join The World Apparel & Footwear Lifecycle Assessment Database Initiative to Build a More Sustainable Fashion Industry

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Two key players in the apparel industry become partners of the database project to improve the environmental impact measurements in the apparel and footwear industry

 

WALDB.pngZürich, Switzerland, October 3, 2016 – The environmental sustainability consulting group Quantis is pleased to announce that the Sustainable Apparel Coalition (SAC) and Austrian fiber company Lenzing have officially joined the World Apparel and Footwear Lifecycle Database (WALDB) as partners. WALDB, a pre-competitive global initiative founded by Quantis, is a to provide a robust and credible database for environmental impact assessment and footprinting in the fashion industry.

SAC and Lenzing join HUGO BOSS, Legero/Think! Shoes, the Swiss Federal Office for the Environment (FOEN) and BSD Consulting, a group of industry leaders that have come together to collaboratively measure the environmental impacts created by materials used in the apparel and footwear supply chains.

The addition of these two new key players in the apparel industry and leaders in sustainability illustrates the need for more robust and credible data from the industry’s value chains. Data on the environmental impacts in supply chains is sparse, yet it is essential for organizations to drive metrics-based sustainability programs. WALDB will solve this data challenge.

The aim of WALDB is to bring together partners in the industry, in an open and precompetitive dialogue, to address the needs and challenges of environmental data collection and availability. In this initiative, the partners will work together to expand the database with reliable data on the processes along the apparel and footwear value chains.

WALDB enables apparel and footwear companies to identify environmental hotspots along their value chain as well as to quantify the benefits of improvement and reduction measures and to benchmark individual footprints compared with industry averages. Moreover, credible communications and marketing efforts can be built on sound metric-based footprint data, which can be used for sustainability reporting in full compliance with relevant ISO Standards and with the European Commission’s Product Environmental Footprint (PEF) initiative.

The interest in calculating LCA in the apparel and footwear industry is rapidly increasing. Companies are looking for reliable data to make informed decisions and to prioritize their sustainability efforts. Furthermore, the development of new public policies like the Green Economy and the EU’s Single Market for Green Products are adding to the demand for credible data.

“I have witnessed a clear shift from the apparel industry – one that is characterized by a sharp increase in interest in developing a more holistic and quantitative approach to environmental sustainability,” Rainer Zah, Quantis Zurich Managing Director and WALDB project lead confirms. “Solid metrics serve as a guide to organizations’ sustainability strategies allowing them to make good decisions, based on hotspots across their operations, to make the most impact. The WALDB database will allow companies to assess their impacts, make strategic decisions, and engage their supply chains based on facts.”

Environmental impacts can range from water consumption for cotton cultivation, to impacts from dyeing and tanning, to greenhouse gas emissions from manufacturing and transportation.

The WALDB partners work together to collect comprehensive datasets based on primary data from the partners and on existing data from scientific studies. The datasets are released annually, the first release took place in July 2016 and consists of 60 datasets which cover wool, cotton, and leather supply chains for shirts, pullover, trousers and shoes. The datasets will continuously be expanded during the next two years according to the needs of the partners.

About Quantis

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Quantis is a global leader in sustainability and  (LCA) expertise, services, consulting and tools. Quantis is specialized in supporting companies as they measure, understand and manage the environmental impacts of their products, services and operations.

*This story first appeared on Quantis International

Zara Launches First Sustainable Fashion Line

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Fast-fashion retailer Zara is trying its hand at sustainability with a new fashion line made using environmentally friendly materials.

The push by Zara, which has nearly 2,000 stores in 88 countries, is indicative of the continued push for increased transparency in retail, and demonstrates the importance for retailers to commit to sustainability, according to Brooke Blashill, svp and director at Boutique@Ogilvy.

“As any retailer is planning for the next generation of customers, and its business in general, sustainability and social impact have to be a top consideration, and it’s positive to see Zara take a step to improve its supply chain,” she said.

According to the Zara site, “the collection embraces a woman who looks into a more sustainable future” and is made with materials like organic cotton, recycled wool and Tencel, a recycled fabric derived from wood cellulose. Zara says that its Tencel is sourced from sustainably managed forests and that the farming process for its organic cotton uses 90 percent less water than usual cotton.

It’s a tenuous stance given Zara’s role in perpetuating the trend of cheaply produced goods, typically made from easily procured materials, sold at a low price point. Kathleen Wright, founder of Piece & Co., said in the Glossy Podcast in August that it’s nearly impossible to reconcile sustainability with fast fashion and still turn a profit, making environmentally friendly efforts incongruous to the brand identity of companies like Zara.

“Wouldn’t it be a dream if [fast fashion retailers] stood up and said, ‘we are going to do one less delivery this year, we’re putting too many clothes out there, and we’re going to take a profit cut?’,” she said. “The race to the bottom in my opinion is very real.”

The Spanish company is also launching a social campaign using the hashtag #JoinLife that includes “Boxes with a Past,” a selection of artists on the site creatively transforming Zara cardboard boxes into works of art. Zara lso launched a series of clothing collection receptacles at 300 locations in Europe for consumers to drop unwanted clothing of any brand, with plans to expand the effort to Asia and North America in 2017.

Users can also request free clothing collection in Spain and additional clothing will also be donated to the Red Cross and Oxfam, as well as to textile projects at the Massachusetts Institute of Technology and Lenzing, an Austrian based company focused on sustainable fabrics.

Blashill said focusing on environmentally friendly offerings is an increasingly important focus for retailers like Zara, noting that a recent Nielsen study found that 75 percent of millennials would be willing to pay extra for sustainable offerings. Competitor H&M launched its own Conscious line back in 2012.

The move also comes on the heels of retailers making increased pushes towards transparency, including Gap announcing earlier this month that it would disclose its full global factory list. Wright told Glossy in a previous article that efforts like these help create a domino effect of other brands enacted sustainable efforts.

“When a big brand steps forward like this it’s exciting because it shows that if a company at this scale can make a change like this, other more nimble companies can do the same,” Wright said.

*This story first appeared on Glossy