So, how did they do?
The fashion-forward siblings’ dad is Carl Lorusso, co-owner of WasteCo, one of Canada’s largest waste management companies, and they learned how harmful one-use products are for the planet at an early age. And once they graduated and started working for WasteCo themselves, they really saw how often textile garbage—the high-quality clothing scraps manufacturers don’t use—is thrown out.
Companies are starting to shift toward sustainability In fact, popular shoe wear brand AllBirds has found a way to do just that by using, of all things, eucalyptus tree fibre and merino wool to manufacture its socially conscious running shoes. What some see as a trend right now, Tim Brown, the New Zealander company’s co-founder, sees as an inevitable shift in how clothes are being made thanks to a rise in eco-conscious consumers and higher demand for sustainable solutions.
There’s still no official consensus on what constitutes ethical or sustainable merchandise, but from a big-picture perspective, the goal is for companies to create, sell and ship products that don’t harm the environment. And the movement, which has picked up steam in the last five years, couldn’t have come at a better time.
“The tendency is for people to want big companies to become sustainable right away, but people have to acknowledge the steps that have to happen to make it possible,” she says. To add to that, it would likely be just as hard for fast fashion—one of the biggest polluters—to find ways to supply the rampant consumerism that shoppers expect without increasing prices and compensating for the vast amounts of water and energy they do right now with a eco-friendly option.
Here’s who’s doing it right Of course, some entrepreneurs are deciding to go it alone instead of pushing bigger brands to reform. One of those people doing sustainability the right way is James Bartle, the founder of an Australian company called Outland Denim. These days the company is better known as the line that provided Meghan Markle with her snappy clothes during her royal tour in Australia, but Bartle’s work behind the scenes is the real reason to know his name.
Meanwhile, the European city of Amsterdam is taking another approach—it’s turning itself into a hub for sustainable fashion.
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