Reading time: 7 minutes

12.11.2025

It seems that today the phrase "ethical brand" appears in the press releases of fashion labels more often than the word "collection." Everything sounds so beautiful — transparency, fairness, ecology. But what is really behind all of this? Real changes or just a marketing move that makes us and the brand feel better?

2025 is the year when the word "ethics" became a mandatory attribute for fashion brands. But what does this mean for us, as consumers? We have all bought a t-shirt for 15 euros, right? But have you ever thought about who made it and how much they were paid? For example, the person who made it might have worked for 12 hours, but for that money, they probably couldn't even get half the value of their labor. It's more than just numbers — it's a real choice we make every day.

Fashion today talks about ecology and fairness, but where does true consciousness end and marketing begin? How do you choose a brand that is actually changing the industry, not just playing with our conscience? Why does it matter? Because it affects us all — from the planet to each one of us.

Ethics is when a seamstress in Bangladesh gets $200 instead of $95 a month, and this is documented, not just posted on social media. When a brand openly tells you that their vegan leather is not PVC, but innovations like Pinatex (pineapple leather) or Apple leather, which break down naturally, not sitting in a landfill for 500 years.

Right now, you can see the "ethical" label on everything from recycled polyester to "slow" collections with fair wages. But when all of this becomes a marketing package, it's important to understand: "ethics" is not just a beautiful concept, it's real awareness. It's the choice of how, by whom, from what, and in what conditions the thing you buy is made.

Ethics is not just ecology. It’s about people, their rights, fair wages, and of course, transparency. When a brand openly tells you where and how they make their items, and doesn’t hide behind the generic phrase "Made in Europe," that’s a signal. A signal that the brand really cares about the process, not just the marketing. It’s the moment when you can ask yourself some important questions: who works at the factory? What are the working conditions? What is the real payment?

Ethics is not just ecology. It's people, their rights, fair wages, and of course, transparency. When a brand names the specific factory where it made its items, and doesn’t hide behind the abstract phrase "Made in Europe," it means you can ask yourself: what is the true face of this brand? Who works at the factory, what are the working conditions, and what is the pay?

So why bother figuring it all out? Because it matters more than it seems.

Here’s an example: Stella McCartney uses Mylo — a leather material made from mushrooms. It looks like real leather, feels like real leather, but contains no animal components and breaks down naturally. In addition, the brand actively uses recycled materials: polyester and organic cotton. All this is not just words, it’s a real contribution to a sustainable future.

Or Patagonia, which turns recycled plastic bottles into fleece jackets — 25 bottles = 1 jacket. And each jacket has a label that tells you where the material came from. A simple and clear approach, without any false pretenses.

And here lies the catch: behind the beautiful word “ethics” can hide both large corporations and small workshops, and of course, those who just want to appeal to the "conscious audience."

Okay, you might say, but how serious is the problem? Maybe it’s all an exaggeration for a beautiful narrative? Here are the numbers that speak for themselves.

Every item we buy is a small "yes" to a certain business model. Have you ever bought something, wore it once, and then forgotten about it? It's not your forgetfulness — it's the result of fast fashion design. Things are created so that you can't forget them, but they quickly become tiresome. Liked it? Yes, but a week later, you want something new.

The average European buys 60% more clothes than 15 years ago but wears them half as much. These figures from the EEA (2023) sound alarming, don’t they? The result is clear — closets are full, the planet is suffocating, and the feeling of "nothing to wear" still remains. This is not just a personal crisis of taste, it is a consequence of the very system of consumption.

Ethics in fashion is not about the perfection of an item, but about the pause before making a purchase. It’s the moment when you choose not by impulse, but with attention to meaning. It’s an act of respect — for yourself, your time, those who make the items, and the world we all live in. It all begins with asking: "Is it worth it?"

The question is: what are the real consequences of unethical production — and what changes when demand for ethics grows?

Let’s be honest: the fashion industry doesn’t live in a black-and-white world. Not every factory in Asia is evil, and not every local brand is a hero.

Fashion is not just about stylish pictures and trends. It’s a $2.4 trillion economy with 75 million workers worldwide, according to the UN Alliance for Sustainable Fashion. The industry creates 2–8% of global CO2 emissions — more than the emissions from all international aviation.

Every time fabric is produced, 400 out of 1000 liters of water are lost irreversibly. It’s like leaving the tap running and letting the water go to waste. Terrible, right?

Textile recycling accounts for less than 1% of all clothing. It's like buying 100 items, but only one of them is recycled, while all the others end up in the trash — according to the Ellen MacArthur Foundation.

And this is where facts matter.

You can make "handmade" items and still delay wages. You can be a giant and simultaneously invest millions in fabric recycling and production modernization.

So the question is not which brand is "bad."

These numbers show how unsustainable and irresponsible the current system is.

Studies from BoF Sustainability Index and McKinsey show that when we, the consumers, choose brands with transparent supply chains, the industry starts to move toward caring for the environment and workers. Companies recycle waste, revise wages, change suppliers, and implement more sustainable processes. Yes, this is a slow process, but we already have market dynamics in place.

On the contrary: as noted by Kantar and Edelman, brands that ignore sustainability standards often end up in scandals. When trust falls, sales fall too:

Let’s look at H&M, which long and actively promoted its Conscious Collection, claiming that 57% of the materials in the collection were recycled. Sounds cool, right? But here's what an independent audit found: the real figure is only 20%. A threefold difference. How is this possible? It's like being told that half of your drink is fresh orange juice, but in reality, it's only 20%, and the rest is juice from a tetra pak. This is greenwashing: when a brand tries to create an image of sustainability, but in reality, it's just a marketing move. After that, consumer trust in H&M sharply dropped. According to Kantar, fast fashion brands lose up to 25% of trust when their environmental promises turn out to be empty. And the most active audience, those looking for consciousness, turn away from such brands first.

When business grows faster than quality standards, negative consequences are inevitable.

Now let’s look at Shein, the leader of ultra-fast production and one of the most controversial brands of recent times. It seems the brand is breaking records for the speed of new collections, but behind this, there are many investigations and accusations. Tests conducted by Canada’s CBC in 2021 found lead in Shein’s clothing at concentrations exceeding the norm by 20 times. And this was in children’s clothing. Shein recalled the product, but how did this even end up for sale? Lead, which in high concentrations can cause poisoning and damage to the nervous system, in clothing is not just a violation of standards, it’s a real health threat. Here’s another thing: 18-hour shifts, poor working conditions, and lack of ventilation in Shein factories — such conditions were found during investigations into labor conditions. All this is happening against the backdrop of their record-breaking number of drops and new releases that come out literally every few days. This is no longer just the fame of “the cheapest brand,” but reputational risks, which, according to the BoF Sustainability Index, double the risk of reputational losses for such brands.

The problem is that such brands have too little transparency because ethical practices are absent, even though they use the word for marketing. When the public learns about these facts, trust falls, and the brand’s reputation collapses like a house of cards. If it weren’t for these investigations, these companies would continue presenting their dirty practices as "fashion innovations."

Yes, ethics matter because they directly affect people, the planet, and where the entire industry is heading.

And the negative impact can no longer be ignored — we see it both in reports and in our own lives. UNEP reports an increase in emissions, tons of textile and excessive water consumption, and we are increasingly feeling the effects: clothes wear out faster, and materials are becoming more synthetic.

These “unexplained irritations” from new t-shirts, allergies to dyes, and the feeling that our bodies are tired from constant contact with cheap materials are not coincidences — they are part of the bigger picture of “too much and too fast.”

This isn't abstract ecology; it's our daily reality, one that both the planet and we are getting tired of.

From here, the natural next step is: if ethics truly matter, how do we know who to trust?

Ethics aren't just a certificate on the packaging; they are the sum of actions. While fashion lacks a “universal code of conscience,” there are several signs by which you can identify genuine intentions.

If a brand openly shares where and by whom its products are made, that's a good sign. When the address of the factory, the materials used, and labor conditions aren't secrets, it means they have nothing to hide.

An ethical brand doesn't necessarily only use organic cotton or seaweed, but it does think about longevity — creating products that last longer rather than just one season.

If a brand tries to sell “awareness” through shame and guilt, it's more likely marketing than actual ethics. True care is without moralizing; it inspires rather than accuses.

Ethical brands typically don’t release 12 collections a year. They choose a sustainable pace because they don’t want to burn out themselves or the planet.

A high price doesn't guarantee ethics, but a suspiciously low price almost certainly signals a red flag. For a product to be made ethically, it’s impossible to keep the cost too low, even with clever marketing and high sales.

Fair Trade

One high-quality item that will last five years is more ethical than ten that end up in the trash after one season.

B Corp

GOTS (Global Organic Textile Standard)

Who made it?

What materials were used, and where did they come from?

Where was this made?

Understanding brands doesn't mean becoming an eco-activist or giving up our favorite pieces. It means making conscious choices. Here are a few practical steps:

A Parisian brand that works with stones not just as jewelry, but as a history. They focus on the origins and craftsmanship of the materials, making each piece more than just an accessory.

To not just leave you with theory, here are a few brands that don’t just talk about ethics — they live it. We’ve chosen them based on verifiable facts, not just pretty words on their websites.

A Bordeaux-based jewelry brand inspired by the sea. Dorothée Stumm creates her pieces by hand, often using sea glass found on the beaches of the Atlantic. Ethics here are poetic, woven into the craft and respect for nature.

Handcrafted fans from Provence, each model is a reminder of the “less, but better” ethos. Eva Ventai’s fans aren't just accessories; they symbolize a slower, more thoughtful way of living.

A young French jeweler who works exclusively with recycled metals and produces everything locally. His simple yet meaningful designs focus on authenticity and fair processes.

A Parisian brand with minimalist design, using 18-carat gold and recycled metals. Transparent production across France and Italy, this is about modern luxury with integrity.

A designer who’s worked inside luxury houses for years, now creating “new luxury” jewelry: perfect quality without excessive branding and a commitment to responsible production at every step.

Gifts that remain. Items with history, touch, and attention. A selection of local brands where the gesture and meaning matter more than trends.

Before there is gold, there is a vision. Not a trend. Not a moodboard. But a flash — a childhood echo, a scent in the air, the curve of a branch, the silence of marble.

Tired of sameness? Let’s look where stories live — in pieces made by hands, not machines. Choosing independent artists means wearing meaning.