We don't always realize it, but our wardrobes are revealing a major global problem. A problem of speed, overproduction, and clothing consumed as ephemeral goods. Behind the low prices and express deliveries, an entire model has emerged: that of disposable fashion , with very real consequences.
Since the early 2000s, global clothing production has doubled (Ellen MacArthur Foundation, 2017), driven by a logic of constant renewal. Some brands now release up to 52 collections per year (Marquis, 2021), and an item of clothing purchased in Europe is worn on average 7 to 10 times before being discarded (Nature, 2020).
The result: more than 100 billion items of clothing are produced each year , a huge portion of which are neither sold, worn, nor recycled (Ellen MacArthur Foundation, 2017). The environmental impact is massive. And behind it all, there are also exploited workers, polluting synthetic fibers, and a system that is running at full speed, to the detriment of living things.
This frenzy comes at a cost : the textile industry emits 1.2 billion tonnes of CO₂ each year, more than international aviation and shipping combined (UNEP, 2018), is responsible for 20% of the world's wastewater and generates more than 92 million tonnes of waste (Quantis, 2018).
But in the face of this downward spiral, alternatives exist. Committed and sustainable brands aim to offer an alternative to the dominant fast-fashion model by focusing on quality, transparency, and sustainability. Less volume, more meaning.
But we'll grant you, between all the "green" rhetoric from big brands and the greenwashing, it's often difficult to know who to trust. That's why we've written an article to help you see things more clearly.
Table of Contents
- What is an ethical and sustainable fashion brand?
- 10 sustainable clothing brands to discover
- What materials do responsible brands use?
- How to recognize greenwashing?
- Which labels guarantee ethical fashion?
- How are brands making concrete commitments?
- How to check if a garment is truly sustainable?
- The environmental impact of conventional fashion
- How to act as a consumer?
- Conclusion
1. What is an ethical and sustainable fashion brand?
A sustainable clothing brand isn't just a brand that uses organic cotton or recycled plastic bags. It's a company that rethinks its entire production chain and its impact : social, environmental, ethical. It favors materials with a low carbon footprint, produces in controlled quantities, collaborates with workshops where human rights are respected, and communicates honestly . The goal: to offer clothing designed to last, both in terms of its quality and style, and made in conditions that don't create problems for the planet and for living things.
To learn more: we wrote an article on Fast fashion: understanding its impacts and how to act differently
2. 10 sustainable clothing brands to discover
1. Lucid Collective
This young Belgian brand places sustainability at the heart of everything . Recycled materials and low impact, production in Belgium and France, timeless designs: everything is designed to last without compromising on style . Each piece is manufactured in social workshops in Belgium , with total traceability and short supply chains. An honest, transparent and committed approach. All with humor and lightness.
2. Meson
Based in Brussels, méson is a sustainable fashion brand specializing in upcycling household linens . They create unique capsule collections in Belgium. This artisanal work gives a second life to existing items, without compromising on aesthetics.
3. Petrone
A brand specializing in men's underwear , Petrone focuses on organic cotton and tencel , simplicity and durability. Manufacturing is entrusted to trusted Portuguese workshops . The design is simple, functional, and designed for gentle everyday use.
4. Loom
Loom designs less, but better. Each garment is tested to last, with an obsession for quality and simplicity . Made in Europe, the products come with detailed explanations of their environmental impact. Their mission? To slow down fashion, not improve it marginally.
5. Patagonia
Patagonia, a global pioneer in sustainable outdoor living , needs no introduction. Their commitment extends beyond textile production to repairability, second-hand goods, and environmental activism. It's a militant brand that believes equipment should serve the planet, not exploit it.
6. Valalab
Similar to Méson, Valalab recycles your home textiles to create colorful gems . Lara makes each piece by hand in Brussels and even gives sewing workshops on occasion. We're talking about quality craftsmanship, made in Belgium!
7. Nuoceans
Not really any clothes here, but Nu Oceans is revolutionizing the world of sandals . Founded by a Belgian, Hadrien, this young brand incorporates recycled flip-flops that polluted the world's beaches to create super comfortable, durable, and ethical sandals .
8. Se-em
Sé-em's goal is to upcycle as many unused or end-of-life textiles as possible . With small collections and true expertise (Charlotte is a graduate of La Cambre), Sé-em offers something well thought out and sustainable, offering exclusive styles.
9. HNST Jeans
In Antwerp, HNST (pronounced "honest") is revolutionizing local denim with recycled and sustainable materials. Using recycled cotton and innovative manufacturing techniques, the brand traces every step of production to minimize waste, emissions, and water consumption. Production is European.
10. Montlimart
Montlimart focuses on products made in France or Europe , with strong social commitments and a simple style. For each order, bees are sponsored—a small symbolic gesture, but one that is consistent with their overall vision.
3. Sustainable clothing brands favor materials with low environmental impact.
- Recycled cotton , made from production waste or end-of-life clothing, drastically reduces water consumption and avoids the impacts associated with growing virgin cotton. Learn more about recycled cotton
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Recycled wool , made from used clothing, retains the insulating and durable properties of virgin wool while avoiding intensive farming and its methane emissions. It is an ideal material for sustainable winter clothing. Learn more about recycled wool
- Organic cotton , grown without pesticides, chemical fertilizers, or GMOs, preserves biodiversity and sometimes uses less water than conventional cotton. Learn more about organic cotton
- Recycled polyester (rPET) , made from plastic bottles, diverts waste from incineration and limits the production of virgin plastic. However, it remains a synthetic fiber, which should be used responsibly. Learn more about recycled polyester
- Flax , grown mainly in Europe (especially in France), requires neither artificial irrigation nor chemical inputs. It grows quickly and naturally enriches the soil. Learn more about flax
- Hemp , another ancient and local fiber, is even more resilient than linen. It requires very little water and can be grown without pesticides. It is also thermoregulating and naturally antibacterial, like linen.
- Tencel™ / Ecovero , made from certified wood pulp (often beech or eucalyptus), is produced in closed loops where 99.8% of the solvents are recycled. This soft, breathable fiber has a limited impact when certified. See the articles on Tencel and or on Ecovero
As a reminder, the choice of materials plays a fundamental role in the overall impact of a garment, but must be accompanied by consistent manufacturing practices.
4. How to recognize greenwashing?
Greenwashing is when a brand highlights "green" elements to project a responsible image, without structurally changing its practices. Some warning signs:
- Vague expressions : “responsible collection”, “eco-friendly fashion”, without proof, recognized certifications or quantified commitment.
- A “conscious” capsule drowned in the middle of a massive production.
- No clear information on materials, manufacturing, volumes or social conditions behind production.
- The promotion of " sustainable efforts" unrelated to the brand's true impact : recycled packaging, planting a tree or donations to charities, while their production chain is contradictory to these efforts.
- Calling on committed influencers to take advantage of their image ... without transforming the economic model.
5. Which labels guarantee ethical fashion?
Between marketing and genuine guarantees, labels are useful benchmarks for assessing a sustainable clothing brand's commitment. But it's important to understand what each label covers and what it leaves out.
- GOTS (Global Organic Textile Standard) : This is the benchmark label for organic textiles. It imposes strict criteria throughout the entire production chain: raw materials free of GMOs and pesticides, decent working conditions, limited use of chemicals, and complete traceability.
- GRS (Global Recycled Standard) : This label certifies that a product is made from recycled materials, while also assessing the social, environmental, and chemical practices of production sites. It is an essential benchmark for clothing made from recycled cotton, wool, or polyester.
- Fair Wear Foundation : Here, the emphasis is on social ethics. The label ensures that workers' fundamental rights are respected in garment factories: fair wages, freedom of association, reasonable hours, safety, etc.
- OEKO-TEX® Standard 100 : This label guarantees the absence of substances toxic to health in textiles. However, it says nothing about the environmental impact or manufacturing conditions.
- PETA-Approved Vegan : Useful for vegan consumers, this label certifies that no animal-derived components are used (leather, wool, silk, etc.). However, it does not address social or environmental issues.
No single label covers all aspects of sustainability. Therefore, it is by cross-referencing these certifications and observing the brand's overall transparency that we can assess the sincerity of a commitment.
At Lucid, for example, all our materials are labeled, and we offer complete traceability for each garment, indicating our production facilities and the origin of our materials. We have nothing to hide.
For a complete breakdown of certifications, you can read our dedicated article: Labels and certifications in sustainable fashion
6. How are brands making concrete commitments?
Beyond words, a committed brand proves it through actions:
- Transparency : it documents its entire chain, from fiber to finished garment.
- Controlled volume : no overproduction, sometimes even made to order (pre-order).
- Local or short circuit production , in identified workshops, often in Europe.
- Sustainable materials : recycled, organic, certified.
- Traceability : it indicates where and how each garment is made.
At Lucid, we're taking each of these actions and are happy to share them with you on our website and on each of our products. You can find a summary of our efforts and our project here.
7. How can you check if a garment is truly sustainable?
To ensure the durability of a garment, here are some key questions to ask:
- Do I know the origin of the raw materials ?
- Is the brand transparent about its production conditions ?
- Is there any concrete evidence (labels, figures, workshop photos)?
- Is the product designed to last (solid material, timeless design, repairability)?
- Does the brand sell in limited or mass quantities ?
- Does it communicate clearly or with unclear marketing?
And most importantly : am I going to wear this item of clothing at least 30 times? This is one of the simplest things you can do to reduce its impact.
8. How to act as a consumer?
The good news is that every purchase can tip the scales and force fast fashion brands to rethink their business model. Here are some simple ways to do this:
- Buy less but better : prioritize quality over quantity, committed brands, and timeless design.
- Extend lifespan : repair, maintain, resell, give away.
- Prefer second-hand or rental for occasional needs.
- Get informed : read labels, consult brand websites, ask questions.
- Avoid supporting fast fashion brands whose impact and social conditions behind their disastrous production are well known.
Changing fashion can't be done alone. But together, we can give meaning back to our clothes.
10. Conclusion
Dressing consciously doesn't mean giving up on style: it means choosing to build a solid wardrobe from effective and durable pieces made in good conditions and from good materials. Sustainable clothing brands aim, as we strive to do at Lucid, to challenge the current textile industry and offer an alternative demonstrating that it is possible to change the norm. Thanks to labels, responsible materials, reasonable and transparent production chains and increasingly aware consumers , another fashion is possible...and it's already on its way.
If you want to see how we do it and the sustainable alternatives we offer, don't hesitate to take a look at our collections.
Sources
- Ellen MacArthur Foundation. (2017). A New Textiles Economy
- McKinsey & Company. (2024). The State of Fashion 2025
- Nature Reviews Earth & Environment. (2020). The environmental price of fast fashion
- UNEP. (2018). Putting the brakes on fast fashion
- Quantis. (2018). Measuring Fashion Report
- Textile Exchange. (2021). Organic Cotton Market Report
- Lucid Collective. The Journal
