These brands are communicating well about sustainability in fashion
Learn from Ace & Tate, Nudie Jeans, Armedangels, Veja and Ganni
Welcome to another issue of The Crisps – your newsletter on anti-greenwashing and honest fashion communication. You can support us by subscribing to a free or pro subscription, liking, sharing, or commenting on our posts.
You’ve asked for it, we’re delivering. Many of you messaged us asking for brands that communicate well about their sustainability efforts and wanted to know what makes their communication stand out. So here we are!
For this issue, we’ve selected five brands. However, this issue got very long. That’s why we decided to split it up into two parts. So consider this issue the intro to each brand and its communication, the veryyy in-depth analysis is coming to you in our issue next week! (That’s where we will get into phrases, wording, etc.)
Ps: We have more examples up our sleeve. If you would like another issue on the topic, please let us know in the poll at the end!
“Look we fucked up” by Ace & Tate
When Ace & Tate got B Corp certified in 2021, they didn’t use the certification to position themselves as “sustainable” leaders in the industry, boasting about their achievements. Instead, the eyewear company used its B Corp status as an opportunity to communicate what they’ve missed in the past. They published five “bad moves”, and explained what they’ve done, why it was a bad move, and what they had planned.
One of their bad moves was adapting their cases to include bamboo fiber. “That’s not as sustainable as we thought. We realized that by adding bamboo fiber to the product, the recyclability would significantly decrease”, their statement read.
Another bad move was the adaptation of the packaging: “Our 2018 LCA showed us that our packaging was the main culprit of our CO2 emissions. We decided to take some action but made a bad move in doing so: creating water-based PU cases for our glasses. While it did significantly decrease our CO2 emissions, the water impact had a more considerable negative impact on the environment than our previous case. That wasn’t the plan.”
Setting their net-zero emissions goal by 2030 was another bad move: “We’re not afraid of a challenge, but our teams now realise that net-zero in 2030 is practically impossible for Ace & Tate.”
Why is it a good example?
They reflected on their Carbon Tunnel Vision and adapted their strategy and communication to follow a more holistic approach to sustainability.
They used easy language so customers without much prior knowledge can understand their decisions.
They were brutally honest about mistakes.
They continuously improve their sustainability journey as they test and learn.
They acknowledged that their net-zero goal was unsuitable, adapted it accordingly and talked about it openly.
Transparent Communication by Nudie Jeans
The Swedish brand Nudie Jeans is well-known for its denim products and transparency. They provide detailed supply chain traceability on every product detail page, including information on raw materials and production processes. They even publish how many deadstock1 items are available, which fit, form and size each product has and how to care for it best.
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Since its Fall 2021 collection, the brand has provided product-level transparency and offered comprehensive data on CO2 emissions and water use for many products on its website. What’s special about it is, that they explained in detail which method they used to calculate it and where the limits of a cradle-to-gate calculation lie. They show what customers can do to reduce their impact and why the impact of a product doesn’t end after the purchase.
The series “What the FAQ” is an easily digestible format that covers all of the important aspects customers are wondering about and provides care instructions.
Why is it a good example?
They provide very detailed information on their supply chain.
They transparently explain the limits to how their emissions are calculated.
They explain to customers what responsibility they have.
They publish easy-to-digest content.
Action Report by Armedangels
This brand is doing things differently: Instead of publishing a “Sustainability Report” Armedangels publishes an “Action Report”. They don't just talk about what they plan to do, they talk about what they actually did. And demonstrate their commitment to tangible results rather than empty promises. Armedangels also find very clear words for how things work in our industry and which limitations exist in changing the system.
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The brand provides information on the environmental and social challenges and actions and makes the data publicly available. Not a lot of brands are this transparent when it comes to the data!
Next to their business operations, Armedangels also touches on the responsibility their customers have. For example, the brand asks customers to take action and reminds them gently that they should limit purchases of new clothes to no more than five items a year. This figure is based on the report “Unfit, Unfair, Unfashionable” by the Hot or Cool Institute.
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Why is it a good example?
They make data on environmental and social challenges and actions publicly available.
They talk about what they actually did, how far this was measurable or not, and not only what they plan to do.
They engage customers and find clear words for their responsibility.
Disclaimer: Lavinia used to work for Armedangels.
Supply Chain Communication by Veja
If you’re looking for a brand that communicates well about their supply chain, here it is. Before we look at the communication, let’s get one thing straight: Veja is only able to speak so well about their supply chain because they have a very unique approach to sourcing their materials. And are putting in the work, not just the words.
The brand works directly with organic cotton producers and buys their cotton at a market uncorrelated price. Contracts ensure that organic cotton farmers have security for the next two years and can plan ahead. We do not know any other brand who has invested that time, heart and brain into establishing such a cotton supply chain with the highest environmental and social justice approaches.
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The way Veja sources ensures transparency along the supply chain up to the primary material. But it also ensures that Veja can speak with confidence about how and where their shoes are produced and visualize it.
The brand has a very thorough sustainability coverage on their website that is split into different sections. In their emissions section they break a complex topic down and add examples so everyone can understand it.
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Next to the positive aspects, Veja also set up a page featuring all limits they face. For example, their choice of dyes: “We used natural dyes made from plants and minerals in 2012 and 2013 on 40% of our production, but the quality of the reds wasn't up to our standards. In order to get stable color, without fading, for now, VEJA needs to use conventional dyes that comply with safety regulations and does not use dangerous or prohibited chemicals.”
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Why is it a good example?
They have the basis for really good communication because they have direct sources.
They go beyond communicating compliance.
They have a very thorough sustainability coverage and holistic approach.
They break complex topics down, giving examples to make it easily understandable.
They speak about their limits, not just their achievements.
Sustainability Reporting by Ganni
This one might not be surprising to you. Ganni is doing a great job of educating its customers and communicating its sustainability efforts – and stopped bluewashing2, which they were doing in the past. Instead of cherry-picking aspects, the brand follows a holistic approach to sustainability including social, environmental, and economic aspects.
In their Sustainability Report 2023, the brand shows where it stands in reaching goals across focus areas such as “Climate Action & Biodiversity”. Ganni is one of the few brands focusing on insetting AND speaking about it. They do it in a digestible and understandable way. (Look at the small features, making a sustainability report entertaining!)
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While the brand had a lot of achievements to share, it also honestly explained when topics were not prioritized such as developing a carbon removal scheme for those Tier 1 & 2 emissions they couldn’t decrease or avoid.
One of the brands’ wins was phasing out virgin leather. In the report, they share which challenges they faced along the way and touch on a sensitive subject: “Sometimes sustainability is at odds with commerciality and that is the reality we’re facing in this current climate”.
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You know, we like honest and open communication. So we highly appreciated this statement by Nicolaj Reffstrup in his founder’s note: “And while I might sound like a broken record, it’s a message worth repeating: the journey towards sustainability will cost you, and brands need to pay the premium, as consumers won’t and shouldn’t.”
Why is it a good example?
They use easy language, explaining topics in detail without overloading on jargon, making it understandable for industry professionals and customers.
They use small features that make a pretty dry topic entertaining and break down information into super small pieces of information.
They structure the report very well, so readers can decide which topic to dive into.
They pick up on challenges and how they solve them.
Next week, we will get into more detail on the actual words and phrases these brands use. Let us know if there’s a question you want us to answer in our analysis or a topic to look further into! Just reply to this email. We’d love to hear from you.
Best,
Tanita & Lavinia
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Disclaimer: The content and opinions presented in The Crisps newsletter are for informational purposes only and do not constitute legal, ethical, or professional advice. The Crisps does not endorse any specific brands or products mentioned in its content.
Deadstock: Deadstock items and/or fabrics are the left over items and/or fabrics of fashion houses who overestimated their needs.
Bluewashing: According to a statement by the Center for Responsibility Research, the term ‘bluewashing’ is an allusion to the blue corporate colour of the United Nations Organisation (UNO) and goes back to humanitarian interventions and the 17 United Nations Sustainable Development Goals. Organizations and/or companies that want to burnish their image emphase their social commitment, trumpeting ethical messages via the misuse or alignment of sustainability goals with some of the United Nations Development Goals. However, it often remains empty words, as much more work is usually put into advertising these endeavours than into actually fulfilling social obligations.