Sure, clothes that last are more expensive, but they're more expensive because they last. And to last, clothing brands use rare and expensive materials.
What sustainability criteria for a brand?
We can summarize this by saying that a brand that makes sustainable urban products is a brand that will invest in R&D to optimize the resistance performance and lifespan of its clothing. This is an approach that must be kept in mind.
In the era of sustainable and more responsible fashion, more and more consumers are turning to clothing that prioritizes quality, durability, and, if possible, style. But this requires research into materials, and sometimes development based on specifications. It's important to find the right balance between user and supplier requirements, as there's a wide variety on the market.
Testing and sourcing to find the right materials
This requires a lot of sourcing and testing for a clothing brand. Often, an ethical and eco-friendly brand is at the forefront of this trend, offering city clothing designed to last and made with environmentally friendly materials.
Ethical in its approach because its clothes will last and sometimes even have a second life (not to be confused with an upcycled eco-brand whose core business is upcycling). Ecological, because the fashion brand can use naturally resistant materials, such as organic cotton, to create its clothes.
Materials that resist
A highly durable fashion garment is made from high-quality materials that will withstand wear and tear, especially when the garment is widely used in the city because it is exposed to all kinds of aggression. This is the case of the VEST PARIS brand, for example, whose city clothes must withstand rain, cold, heat, light, pollution, wind, and sometimes shocks or even falls on a daily basis. We can say that VEST PARIS (a French brand) is a sustainable brand, but it is not the only one. There are not many that know how to respond to so many demands, but there are some.
Clothing known for its durability
When we founded the brand in 2011, we wanted to select 24 brands to draw inspiration from when creating our clothing, most of which were outdoor brands. A durable jacket is made by a brand that uses tested and sometimes standardized materials to withstand these attacks.
A technical raincoat with a hood or a fashionable rain jacket, for example, must be the result of high-quality manufacturing with materials often made of polyester or polyamide that have undergone treatments to achieve the desired resistance. Especially if this raincoat is worn very often. The fabrics must not deform or become shiny, and the seams must be solid. For example, there are many European brands of rain jackets that claim to be very durable, but it is very difficult to know if this is confirmed in practice.
Sustainability, the buzzword
It's becoming increasingly fashionable to talk about durability, but it's often only proven by use. When you buy an urban jacket or other clothing from a brand that displays the performance you're looking for, you need to find out about each resistance index. About the abrasion of the fabric, its weight, its origin, the light index, which must be greater than 4, its seams, etc.
In reality, a brand's salespeople very rarely have the answers. So, time will tell if you made the right choice. On the other hand, if you come across salespeople who can provide you with information on each of these questions, it's because they are experts in their field, and it's so rare that you can trust them. This will be the case for a specialized brand or a brand with a good reputation in the tech world.
Example: rain jackets
Among the garments considered durable and from which a lot is expected, urban rain jackets are an example of durability. A brand that makes hooded clothing, commonly called a raincoat, offers protection from the elements while maintaining an urban style and a fashionable cut.
These garments are designed by the brand with materials specifically developed to withstand the elements. These garments often feature materials from specialized sectors such as outdoor and military use, which manufacturers have diverted from their original use. A fashion brand that is committed to durability and performance for its customers will have to use these technologies to create its garments, achieve the advertised performance, and not disappoint them.
Increasingly demanding customers
Over time, we have noticed that customers are very sensitive to the brand's word. When a brand announces that its garment is waterproof, it must be waterproof. Otherwise, the experience is ruined and a customer's disappointment cannot be made up for, even if they like the cut. In this regard, the VEST PARIS brand is even capable of making a garment waterproof by using ecological materials. This is the case with our membranes, which are made from corn and are as resistant as technical materials such as polyurethane, for example.
Ethical brand and sustainable clothing
Be careful, an ethical fashion brand or an eco-friendly brand does not necessarily make sustainable clothing. These are two distinct things. In everyday language, when we talk about sustainable, we sometimes confuse the meanings. In our topic today, a brand that makes sustainable clothing should be understood in the sense of "duration." Not in the sense of "we use organic cotton," for example.
If a brand commits to strict sustainability criteria, the two commitments are not linked. We can use eco-friendly materials such as organic cotton, as opposed to conventional cotton, which has a greater environmental impact, but this material will be fragile or will degrade very quickly. For example, how can you make a rain jacket with organic cotton? It's impossible.
More durable sportswear
We increasingly wear sportswear and fashion inspired by the world of sport. Often for their comfort, but also because they are durable.
For several years now, it's been common for a sports brand to pivot to fashion and vice versa. For the former, the sports brand, the advantage is that it imports its technologies by offering more durable clothing that combines technicality with a stylish cut.
This trend isn't new. By definition, men's or women's clothing made by a sports brand is designed with tested and more demanding materials. While organic cotton is rarely found in these materials, some technologies can now be made with organic materials such as corn, for example.
The approach also works in the opposite direction. A fashion brand for men or women will therefore increasingly try to reassure you about the performance of its products by adopting a more sporty style and using materials used in this sector.
Caring for your clothes
This is obviously a prerequisite. Even if a brand offers the strongest sustainable clothing in the world, it cannot withstand mistreatment.
For example, a rain jacket from the pioneering and innovative VEST PARIS brand can last for many years despite being exposed to extreme weather conditions, changing light, pollution, or falls, if it is well maintained. That is, it should be machine washed regularly, reprocessed, and properly placed on a hanger, not folded into a ball.
Some of our customers can keep their jacket for over 10 years wearing it every day if they are careful, others destroy it in a few years.
It is therefore everyone's responsibility to take care of their clothes and respect the maintenance conditions if they want to take them far. There is therefore a difference between the notion of resistance of a fashion brand jacket and the maintenance of this jacket. One does not go without the other and as the saying goes, "who wants to go far takes care of his mount".
European fashion as a leader
Europe is the birthplace of men's and women's clothing brands that embrace this sustainable trend while offering a truly stylish aesthetic. These European brands (often a responsible unisex brand) strive to push the boundaries of longevity while offering stylish and functional clothing. There are many in Northern Europe, particularly Denmark, with a few in France and Italy.
Sustainability = changes in habits
Ultimately, highly durable men's and women's clothing with a great fit for the city is a testament to the rise of more responsible consumption and, above all, a real change in consumer habits. Consumers are looking for a brand that keeps its promises, that makes clothes that will last thanks to quality materials, and a style that stands the test of time.
How not to make a mistake
This trend is part of a more environmentally friendly vision of fashion, where sustainability and style go hand in hand, creating a difference between flashy clothes that can impress us with their words and clothes that will really stay with us for a long time.
A cheap piece of clothing that quickly becomes unsuitable is already too expensive. An expensive piece of clothing that sells well but doesn't last the distance will disappoint you. Opt for safety with a brand that's committed and don't hesitate to challenge it; generally, the most serious ones love it because they thrive on it to be even better.