Popular Brands Making Steps Towards Sustainability

Words: Joshua Greenwood

Whist it’s important to support independent brands, it’s equally important to note the larger brands that are making conscious changes to better their impact on the environment and people. With a large customer base, these global brands have the power to make the need for sustainable changes heard by many. And so, we’ve selected a few brands that, as of recent, are using their reach to instil some positive changes. 



Adidas has stated that they want to be a driver for sustainable innovation, both within the industry and towards consumers by announcing their collaboration with the global platform: Fashion For Good. On the collaboration, the Managing Director at Fashion for Good had said: “Together with Adidas and our other partners, we are accelerating the transition to a circular apparel industry and reimagining the way fashion is designed, made, worn and reused”.


Adidas is also currently in collaboration with Parley which is an environmental organization that addresses environmental threats towards the oceans through ocean plastic pollution. The collaboration helps to prevent plastic from entering our oceans and transform it into high performance sportswear as the Ultra-boost Parley trainer is built with yarn that is woven from Parley Ocean Plastic. This plastic is made from recycled waste, intercepted from beaches and coastal communities before it reaches the ocean.



Named the most sustainable company in 2017, L’Oreal have created their own sustainability program in order to explore their 2020 objectives which include: reducing the environmental footprint of their formulas, raising consumer awareness about living sustainably and reducing waste. The brand have published their results from using this new program and have shown they have successfully reduced CO2 emissions by 73%, 59% of ingredients used by L’Oreal in 2017 are renewable and many more steps of improvement. 


Along with these markers of change, this year L’Oreal have also released their first internal niche brand, Seed Phytonutrients. The packaging is entirely sustainable whilst waterproof and the products are harvested by family-run businesses. The launch of the new brand bringing the vast beauty industry closer to family-farmed products is a launch of a movement too; the focus registers the need to change consumer attitudes today for more sustainable progression forward.

ASOS: Made in Kenya

As part of Asos’s corporate responsibility plan, the brand has created the Eco Edit a curated destination within Asos whereby customers can buy pioneering sustainable fashion, beauty and jewellery.


The Eco Edit is just one of the ways ASOS promotes products made by manufactures and brands who use sustainable business practices. The Eco Edit’s flagship brand is Made In Kenya, which is now into its 17th season. The collection is designed in-house, then cut and manufactured by SOKO, the Kenyan clothing workshop which provides fair and safe employment. After eight years since the launch, SOKO Kenya has grown from 4 to over 50 employees. As part of their contract working for SOKO, employees receive hot meals and healthcare cover, also benefitting from the facilities at Wildlife Works where SOKO’s eco-factory is based. These facilities include a crèche, a kitchen and washing facilities. This is particularly beneficial for the working mothers at SOKO who have few opportunities within their society to earn an income and gain financial stability.