Found a beautiful organic sweater that you’re thinking of adding as a wardrobe staple, so you’re prepared to invest a bit more if it’s ethically-manufactured, high-quality, and will stand the test of time?
Or perhaps you’ve been eyeing off this season’s vegan leather boots and now found a similar pair online, but at a fraction of the price?
How do you know if the brand you wish to buy is truly sustainable and ethical?
They claim to be ‘eco-conscious’ or ‘eco-friendly,’ but do you take their word for it?
Sustainability Marketing Vs Certifications: How To Tell Them Apart
Since ‘sustainable’ and ‘eco-friendly’ have become trending topics, many brands, particularly those in fast fashion are quick to jump on and embrace the terms. This is why it becomes important to distinguish between truly sustainable brands and those simply wearing a façade and marketing themselves as sustainable. (It’s called greenwashing and we talk about companies who’ve been caught red-handed doing it.)
That’s why it is important to
- Understand what ethical fashion means
- Identify sustainable practices in the textile and fashion industry, and
- Have an understanding of common sustainable and ethical fashion certifications and what they tell us about a brand’s principles and practices.
The first two may require a little research. But perhaps the easiest and quickest way to know if a brand is sustainable and ethical is to look for whether they are officially accredited with any sustainable and ethical fashion certifications.
For starters, you can learn a lot about a brand or company and its goals by browsing its website, particularly the ‘About’ section and ‘Sustainability’ section. If they claim to be eco-friendly but don’t have a page explaining their process or how they are contributing towards a greener planet – or if their claims seem too vague, think of it as a potential red flag. It is possible this company may be greenwashing in an attempt to appeal to the market, without taking any solid action.
Certifications on the other hand may appear as little words and acronyms, like OKEO, GOTS, and FLA certified. And while they may not make much sense at first, looking closely will show you how useful they are in helping consumers navigate their way through a labyrinth of bogus claims and false promises.
PETA, B Corp, Bluesign Standard. It may all seem a bit overwhelming at first. While these certifications don’t necessarily mean a company has a perfectly clean record, they also aren’t just tags anyone can use. There’s generally some form of independent standards and verifications that fashion brands must adhere to in order to promote these certifications. And that’s exactly why they help consumers avoid falling prey to clever marketing strategies that use terms like ‘green,’ and ‘organic’ in an attempt to capitalize on the growing demand for ethical products.
What Do Sustainable Fashion Certifications Mean And Why Are They Important?
Sustainable fashion certifications are certifications approved and awarded by the governing bodies after proper inspection and attestation. While the process will vary for each, getting certified means companies first have to learn of the practices and reach out to the certification body so they can inspect their product or process.
A successful audit leads to certification while failure to meet the standards can lead to a timeline for correction or a ban.
Certifications help consumers identify genuine sustainable and ethical brands quickly and easily.
Are Sustainable Fashion Certifications Labels?
Well, not quite. Sustainable Fashion Certifications are more than just labels. Think of them as evidence or a stamp of approval by a body that has thoroughly checked the claims made by the brand or company.
Sustainable fashion certification labels are Issued by independent third parties and confirm that a brand meets a specific eco-friendly practice or ethical standard.
While brands are free to use words like ‘green’ and ‘eco’ (and most do use them quite loosely) certifications cannot be used by just any company. Most bodies also have an updated database of approved members as well as companies facing a certification ban.
That’s exactly the transparency and reliability that eco-conscious consumers seek.
In short, certifications are a stamp of approval from a regulatory body that saves us quite a bit of leg work.
14 Fashion Industry Certifications You Need To Know
Here’s a list of 14 popular ethical fashion certifications that it is good to be familiar with, along with the limitations some of them face. While some like GOTS and OKEO focus on the product and raw materials, others, like PETA and FSC certification, focus on animals and forests, respectively.
1. Global Organic Textile Standard (GOTS)
The Green logo with a white t-shirt is a certificate for The Global Organic Textile Standard (GOTS).
It certifies that the company makes its products from organic fibers and that it has strict environmental and social criteria in place which are met throughout the entire supply chain. These include considerations like labor practices, chemical usage, wastewater treatment, and packaging.
The regulatory body ensures that all certified companies make products that contain a minimum of 70% organic fibers. GOTS is notable for its thoroughness, making it a reliable certification for consumers looking to verify the organic status of their textiles, as well as the ethical and sustainable practices of the manufacturing process.
GOTS Certified Brands:
Armedangels, Komodo, Organic Basics, and Beaumont Organic hold this certification.
GOTS Certification Bans:
While the GOTS stamp of approval helps brands prove their environmental efforts, the certification body doesn’t take kindly to companies that violate rules and policies.
It has a list of companies that have been banned from becoming GOTS certified. These companies are listed along with their address, the reason for their ban, and the decision and ban validity dates so consumers and other businesses can be wary of their practices.
2. OEKO-Tex
Perhaps one of the most common certifications, the STANDARD 100 by OEKO-TEX is a comprehensive third-party certification for textiles.
It tests for harmful substances in textiles and textile components, ensuring safety for human use. It covers a wide range of materials including finished or raw yarns, woven and knitted fabrics, accessories like buttons and zips, and garments of all types.
The certification criteria are globally standardized and updated annually to incorporate new scientific findings and legal requirements. The Standard 100 set by the International Association for Research and Testing in the Field of Textile and Leather Ecology certifies that materials used in textile manufacturing are safe for consumers and workers alike.
Additionally, OEKO-TEX offers labels like STANDARD 100, LEATHER STANDARD, MADE IN GREEN, STeP certification, and the ECO PASSPORT to support companies in making responsible and sustainable choices.
Like GOTS, OKEO-Tex also has a list of organizations that have had their labels withdrawn.
OKEO-Certified Companies
Organic Basics
3. Better Cotton Initiative (BCI)
With over 2500 members, the Better Cotton Initiative is the world’s largest cotton sustainability program. It aims to transform cotton production globally and establish better cotton as a sustainable mainstream commodity.
BCI provides training to farmers on efficient water use, soil health, reduced chemical use, and labor rights.
Limitation
The BCI logo does not guarantee the physical traceability of Better Cotton in products. However, it does indicate that a product is made by a brand committed to sourcing better cotton and in turn, supporting sustainable practices.
4. B Corporation
The B Corporation (B-Corp) certification evaluates a company’s impact on its workers, customers, community, and the environment.
However, this certification is not limited to the fashion industry and it’s not an easy one to achieve either. The regulatory body requires the company to score a minimum of ‘B’ on the Impact Assessment to qualify.
While B-Corp certification indicates a company’s overall social and environmental performance, it does not set specific environmental standards for fashion manufacturing, which can vary.
B-Corp certified Brands:
Patagonia, Veja, TOMS, Outland Denim, Frank and Oak, Allbirds, and Eileen Fisher are some brands that are committed to broader social and environmental goals. You can find a complete list of their global directory here.
5. Fair Trade Certified (FTC)
Fair Trade Certified supports sustainable and equitable trade relationships by ensuring fair compensation and ethical trade practices throughout the supply chain. This certification focuses on economic empowerment, safe working conditions, and environmental responsibility, particularly in developing countries.
Limitations
A key limitation is that it often only covers the final stages of manufacturing, so it’s important to look for additional certifications for earlier production stages.
Brands with FTC
MUD Jeans, Armedangels, People Tree, Know the Origin, Veja, Patagonia, and Outland Denim are committed to Fair Trade practices.
6. Fair Wear Foundation
The Fair Wear Foundation focuses on improving working conditions in the garment industry through checks and training at various production levels, involving brands, factories, trade unions, and NGOs.
The certification process is rigorous, but its effectiveness depends on the commitment of individual brands to maintain the standards, as the foundation itself does not enforce compliance.
Brands With Fair Wear Foundation Certification
Armedangels, Acne Studios, Jack Wolfskin, pinqpong, and Marc O’Polo are members of the Fair Wear Foundation, which is particularly active in Europe.
7. Fair Labor Association
The Fair Labor Association (FLA) provides Fair Labor Accreditation to companies, showing they meet the highest standards in labor rights, aligned with international norms like those from the International Labour Organization and UN Sustainable Development Goals.
This accreditation covers the entire global supply chain, ensuring that companies have effective systems in place to support workers from headquarters down to farms and factories. Companies involved in the FLA must annually report on their compliance programs and undergo evaluations by FLA staff and assessors.
Oh, and FLA also offers a third-party complaint system to address workplace issues.
Brands with FLA:
Adidas, Arena, and Burton Snowboards maintain FLA Accreditation.
8. For the Love of Trees: The Forest Stewardship Council Certification
The Forest Stewardship Council (FSC) certification is crucial for products made from wood fibers. It ensures that forests are managed sustainably, preserving biodiversity and supporting the well-being of local communities and workers while maintaining economic viability.
Products that proudly bear the FSC mark come from forests that meet these strict guidelines. (Although it is important to note that this certification focuses mainly on forest management and not other aspects like water usage.)
9. Animal Rights and PETA-Approved Vegan Certifications
(PETA), the world’s largest animal rights organization, also offers the “PETA-Approved Vegan” certification for the fashion industry.
You won’t find snakeskin bags, fur jackets, and leather boots on the shopping list for vegan consumers. The PETA certification ensures that no animal products are used and no animals are harmed in any stage of the production process. Their efforts have led brands like GAP and Gucci to ban fur.
Brands seeking this certification must fill out a questionnaire and sign a binding declaration of assurance. A license agreement with PETA is then concluded, either for individual vegan items or for the company as a whole.
10. Cradle 2 Cradle
The Cradle to Cradle Certified Products Program is a global standard for products that are safe, circular and made responsibly. It focuses on material health, product circularity, renewable energy use, climate considerations, and social fairness.
Cradle to Cradle certification assesses the recyclability of materials, the use of renewable energy in production, water usage, and the social implications of manufacturing processes.
Products are rated from basic to platinum in various categories, reflecting their overall sustainability.
Brands With Cradle 2 Cradle Certification
C&A, Eileen Fisher, H&M, and Kering offer products with Cradle to Cradle certification, emphasizing their commitment to a circular economy and responsible production.
11. Bluesign Standard
BLUESIGN is an independent authority that certifies companies and brands in the textile industry for sustainable processing and manufacturing practices. To receive the Bluesign label, a company must demonstrate responsible and sustainable actions concerning environmental protection and resource management.
BLUESIGN continuously updates its criteria to reflect the latest in sustainable practices and provides solutions to help industries improve their environmental impact. This certification ensures that all aspects of production meet stringent environmental and safety standards.A complete list of companies is available in their directory.
12. Sustainable Apparel Coalition (SAC) Rebranded as Cascale
The SAC, which recently rebranded as Cascale offers guidance through the Higg Index. The Higg Index measures environmental, social, and labor impacts specific to these industries which then helps apparel, footwear, and textile industries to incorporate sustainable practices.
Limitation
Although the SAC provides valuable data and guidelines, it cannot enforce adherence to these practices or guarantee complete transparency, leaving some room for variability in how companies may implement the guidelines.
13. Ethical Trading Initiative
The ETI is a coalition of companies, trade unions, and non-governmental organizations that promote workers’ rights. The ETI Base Code is central to its mission, covering essential aspects such as freedom of employment, the right to collective bargaining, safe working conditions, prohibition of child labor, assurance of living wages, and prohibition of discrimination and inhumane treatment.
Limitation
While the ETI aims to support fair and ethical labor practices, the level of scrutiny and enforcement of these standards can vary, which sometimes leads to criticisms regarding the effectiveness of the initiative in regulating large brands.
14. WRAP
The World Responsible Accredited Production (WRAP) certification is a critical standard for promoting ethical practices within the apparel, footwear, and sewn product industries. This independent certification focuses on a wide range of workplace issues including forced labor, employee benefits, and discrimination.
At the heart of WRAP’s approach are twelve principles that enforce compliance with laws and workplace regulations, specifically targeting the prohibition of child and forced labor, the prevention of harassment and abuse, and the assurance of fair compensation and benefits.
Locating Certificates
Now that you know how to decipher GOTS, WRAP, ETI and eleven other certifications, it’s important to know where to look for them. Here’s how brands tell consumers they’re certified.
1. Product Description
Love a product? Read its product description.
For example, Organic Basics describes its Merch Hoodie as “A cozy hoodie made with GOTS-certified organic cotton, featuring our logo so you can rep Organic Basics and feel good doing it.”
The brand also has a ‘Social Impact’ tab at the bottom for consumers who wish to learn more about the carbon footprint of the product.
2. On the “About” or “Sustainability” Pages on the Brands Website
Most brands will boast of their fashion industry certifications on their ‘About’ Page or in the ‘Sustainability’ Section of their website. Some might have them up in sections like the FAQ. For example, the brand Organic Basics shares information about its GOTs, STANDARD 100 by OEKO-TEX®, and Global Recycling Standard (GRS) certification in its FAQ section.
3. On the Certification Body’s Website
The Certifications Global directory or list of Members is a great place to start your search.
For example, B Corp has a directory of 650 companies across Aotearoa New Zealand, and Australia. What’s even better is that you can use the list to find a company, or its impact score and performance.
4. Do a Label Check
Certifications like OKEO make it even easier for consumers to check if a brand is certified. You can simply enter the label number on their Label Check page to see if it’s official or not.
Why are These Sustainability Certifications Important?
Apart from the fact that they can be trusted, these fashion industry certifications help consumers cut through the noise of greenwashing since they involve rigorous benchmarks and third-party verifications.
This transparency is also essential for navigating the complex fashion industry and helps consumers make the right choice while also making it easier to locate eco-brands.
Certifications also asses the different elements of a brand’s operations: from the sourcing of their raw materials to production processes like labor to the end product. This comprehensive evaluation ensures that every certified item you purchase supports sustainable practices throughout the supply chain, which is often difficult to verify as an individual consumer.
Last but not least, these certifications are a stamp of approval that many brands have to work to achieve.
Companies that are GOTS certified proudly boast of these certifications on their products and their websites. This in turn creates a snowball effect where other fashion brands find themselves aspiring towards those certifications.
Some certifications like GOTs also have a ban list while others like PETA share news, like Gucci banning fur to keep consumers updated on the developments in the fashion industry.
When consumers prioritize certified products, they take baby steps that contribute to transforming the fashion industry into a more ethical and responsible space- making it a win-win for everyone!
