VEST PARIS's mission isn't just to ensure the safety of its users. Faced with climate and environmental challenges, VEST PARIS and the fashion industry are on a "protection" mission! Many brands are adopting responsible practices to limit their ecological impact and offer sustainable alternatives to consumers.
The FLUX editorial team has identified at least 10 concrete actions that are contributing to this green revolution, with examples of brands that are actively involved.
Use of recycled and organic materials
Synthetic fibers derived from petroleum are replaced by recycled or natural materials grown without pesticides.
Patagonia is a pioneer with its recycled polyester jackets and initiatives to reuse used fishing nets. Eileen Fisher favors organic cotton and linen grown without chemical fertilizers.
Majocchi, the long-standing partner from whom VEST PARIS sources its membranes, makes its membranes from corn.
Upcycling to give clothes a second life
Upcycling involves reusing unused clothing or textiles to create new pieces. Many brands are positioning themselves in this segment and have even made it a selling point.
Marine Serre has made it her DNA, reusing recycled fabrics for her collections. Vestiaire Collective , a resale platform, also encourages this approach by extending the lifespan of luxury clothing.
Short circuit production
Producing locally helps limit the carbon footprint associated with transportation. Veja , a French sneaker brand, manufactures its shoes in Brazil using local materials and fair practices.
VEST PARIS , specializing in urban technical clothing, designs and assembles its jackets in France to ensure quality and traceability. Its materials are all manufactured in Europe.
At LVMH, this is also a key argument in the group's discourse.
Transparency of manufacturing processes
More and more brands are playing the transparency card by detailing the origin of their materials and the manufacturing conditions. Today, many brands are playing the game, particularly in the CSR dimension that is increasingly important in businesses.
This transparency is sometimes also important for customers whose sensitivity and attraction to clear and true communication from brands oblige them to stand out on these subjects.
The Everlane brand , for example, displays the real production costs and environmental impact of its clothing.
Reducing textile waste
Some companies are adopting production models that minimize waste. Zero Waste Daniel , based in New York, makes clothing without generating fabric scraps.
Stella McCartney , a committed luxury brand, produces collections exclusively with sustainable fabrics. As part of a trade-in offer, VEST PARIS offers to take back old models when purchasing a jacket, to recycle them instead of throwing them away or keeping them unnecessarily.
Versatile and durable clothing
Offering adaptable or durable pieces reduces excessive wardrobe renewal. VEST PARIS focuses on highly technical jackets that combine fashion and safety for urban travel. Their versatility allows the garments to adapt to all everyday situations. A single garment is enough, and the choice of highly resistant materials allows the garment to last a long time, even with intensive use.
The Canadian yoga brand Lululemon , now also specializing in sportswear, has also been able to create versatile, high-performance and durable clothing, avoiding rapid obsolescence.
All brands that offer this versatility and good durability are often designed with technical materials.
Extending the life cycle of clothing
Encouraging clothing repair and reuse is another sustainable approach. Patagonia offers a free repair service for its products, while Levi's encourages customers to care for and repair their jeans rather than buying new ones.
Extending the life cycle of clothing also depends on the durability of the materials chosen by brands. The example of Mission Workshop backpacks is an illustration of this.
Development of new eco-responsible materials
Textile innovation plays a key role in sustainable fashion. Whether it's Polène or other lesser-known brands, more and more labels are positioning themselves in this niche to differentiate themselves and showcase a responsible approach that enhances both their products and their company's image.
Allbirds, for example, a Californian shoe brand, uses merino wool and sugarcane soles for its sneakers. Pangaia develops fabrics made from algae and banana fibers to offer eco-friendly alternatives.
Rental and second-hand goods
Renting clothes and buying second-hand fashion helps limit overconsumption.
When it comes to rentals, HURR Collective and By Rotation offer platforms to avoid one-off purchases.
Currently, the second is on the rise. Vinted is the most famous example , facilitating resale and promoting more responsible consumption. This phenomenon, because it is one, greatly worries mid-range brands who see this economy as real competition. This second-hand sector is even found in Parisian department stores such as Galeries Lafayette, Printemps and even Citadium.
Encourage more responsible consumption
Awareness campaigns around “buy less, but better” are multiplying.
VEST PARIS and Asphalte , French brands, manufacture on demand to avoid overproduction, while Filippa K encourages people to choose timeless clothing rather than following fleeting trends.
The key role of "Made in Europe"
"Made in Europe" is an effective solution for reducing the environmental impact of the textile industry. Producing in Europe not only reduces CO2 emissions from transport, but also ensures more ethical working conditions.
Brands like VEST PARIS, Lemaire, and Saint James manufacture locally to maintain artisanal expertise and a reduced carbon footprint. Knowledge Cotton Apparel, a Danish brand, relies on European workshops that respect ecological and social standards.
All luxury brands are part of this "made in France" or "made in Italy" approach, synonymous with know-how, even if some of their products are sometimes manufactured in Asia or Tunisia. Shhh... we won't mention the names of the famous brands we found in factories far from Europe.
Additionally, the European Union imposes strict regulations on the use of chemical substances, which contributes to safer fashion for the planet and for consumers.