Sustainable
Sustainable, And Prepared To Prove It.
Sustainable now appears on very nearly everything, which has rendered it useless as a signal and faintly insulting as a claim. A word that costs nothing to say is worth nothing to hear. So rather than assert it here, there is a test, and it is a dull one: a brand has to be able to say what its products are made of and where they were made, in specific terms, without changing the subject.
What passing it looks like.
A brand that names the body certifying its flax, and publishes the map. One that uses FSC certified Moso bamboo, never adds melamine, and ships by sea rather than air, because air is faster and worse. A soap maker whose entire range holds UK and EU cosmetic safety certification. Nothing here is poetic. That is rather the point.
Where a certification exists, we name it.
B Corp, GOTS, FSC, OEKO-TEX, Master of Linen, V-Label, with the certifying body attached, on the individual brand pages. Where a brand makes a claim and has nothing behind it, we say that instead. It makes for a less impressive page than the alternative and a considerably more useful one.
Have a browse through B Corp certified and ethical brands, or resell, upcycled + vintage for the most circular of them. There are women-led and family owned brands too, all gathered under shop by purpose. The reasoning is in the journal.
