[2020 Women Fashion] 4 Sustainable Loungewear Brands Perfect For Quarantine Daily Wear During COVID-19
With everyone’s mind on the pandemic, we seem to be forgetting the other important issues in the world. But as Fashion Revolution Week just passed, we were once again reminded about the environmental problems the fashion industry causes. So now may be the time to choose a more sustainable option if you’re planning on shopping for some quarantine-friendly loungewear.
There are many eco-friendly loungewear brands that use sustainable fabrics, ensure a fair and ethical workplace as well as give back to their communities in other charitable ways. How has the worldwide pandemic affected these brands and how are they ensuring safe working conditions during this time?
Lara Miller, the co-founder of Amaella, says that the brand hasn’t really experienced a dramatic change in sales. The UK brand uses responsibly sourced materials and manufactures ethically in Portugal. “Unfortunately, our manufacturing partner in Portugal is in lockdown so we had to pause all production and restocking until the situation changes,” says Miller. Although, the situation is hurting everybody, she believes that it was a safe choice to close the factory. “We are anticipating a decrease in stock and delays in new developments as a result of this,” she adds.
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We are currently thinking about what colours we would like to add to our organic cotton lingerie and negligee range. Do you have any suggestions for us? What colours would you like to add to your sustainable wardrobe? Let us know below!
Miller believes that consumers are becoming more aware of the environmental impact of fashion and how it may affect climate change but there is still a long way to go. “Fast fashion has encouraged consumer habits that will not disappear overnight. There are many parties doing a great job in helping to raise awareness about sustainable fashion. Fashion Revolution is a good example,” she says. Miller suggests we keep raising the conversation about the importance of sustainable clothing and keep working towards a different fashion model that is sustainable for the future.
Kriss Soonik, the founder of Kriss Soonik Loungerie, says that the brand’s website is doing better than ever. “People are definitely buying more loungewear, dressing gowns being our bestsellers right now. I feel there is a trend to support independent brands to help them survive the pandemic,” Soonik says. Kriss Soonik Loungerie manufactures locally in Estonia, uses sustainable materials like Tencel and aims to be low waste. To ensure the safety of the workers, the manufacturing closed for the first two weeks of quarantine. “Currently our studio store is still closed for visitors and everyone works from home,” Soonik adds.
With people are staying home loungewear sales have reportedly increased. Many who have the luxury of working from home are ditching the traditional office attire and opting for more comfortable clothing.
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Who do we help? Y.O.U is designed to make a difference across three core areas: ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Our customers: Our organic cotton undies are softer, more durable and better for you than those made from conventional cotton. They’re designed to be comfortable and stylish! We actively promote body positivity by using ‘real’ models – our friends and family – and never use an airbrush. We’ve also hidden some positive messages inside our pants! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Other people: We have a buy one, give two model so that every time you buy a pair of Y.O.U undies, someone in need gets two pairs too. We do this through our charity partner, Smalls for All, who distribute underwear to women and children across Africa and the UK. We are also committed to sustainable manufacturing practices and work with our suppliers to ensure we minimise the negative impact of fashion on those who make our clothes too. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ The Planet: Organic cotton is miles better for the planet than its conventional counterpart, causing 98% less soil and water pollution and using significantly less energy and water. We’re also embracing the principles of slow fashion, try to order in small quantities, and also minimise the plastic and waste we have across all areas of our business. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #socialentrepreneur #meetthechangemakerchallenge #shopethicalinstead #changemaker #changemakerchallence2020 #socialenterprise #mybigwhy #ethicalconsumer #ethicalbusiness #bethechange #sustainabledevelopmentgoals #sustainablefashion #sustainability #sustainableclothing #ethicalfashion #ethicalbusiness #greenwardrobe #veganuary #smallbusinessowner #supportsmallbusiness #organicclothing #organiccotton #fairtrade #goals #goalsetting #sustainablegoals2030 #bodypositivity #bodypositivitymovement
Lara Miller, on the other hand, believes that consumers are becoming more conscious and careful about purchasing new items. “We do see people wearing a lot more comfortable clothes at home but not necessary purchasing new ones,” she adds.
Alongside loungewear, the sales of comfortable lingerie have reportedly risen as well. Those who are not going completely braless, are purchasing more comfortable bras and bralettes.
Isabel McLennan, the communications manager at Y.O.U Underwear, says that bralettes, which have no underwiring, have now become the brand’s best-selling item.
Sofia Sokoloff, the owner of Sokoloff Lingerie, says that online sales are better than ever. The conscious Canadian brand uses organic cotton, recycled materials and bamboo to produce their lingerie. Sokoloff says that the company produces locally and during Covid-19 the manufacturing is closed to ensure the safety of workers. “A few seamstresses are taking jobs at home and are still producing to support online sales,” she adds.
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Love is the flower you’ve got to let grow 🕊️ Notre collection organique est en solde. 100% fait à Montréal, avec amour et douceur. Muse @fallforvee
Isabel McLennan says that there have been significant industry shifts towards loungewear as people are looking for comfortable clothing they can wear at home. “During the initial phases of the lockdown, we did see quite a significant drop in sales. As time has gone on, we have seen orders starting to pick back up,” she says. She believes this is partly because Y.O.U has increased its publicity and is cooperating with other small businesses.
Y.O.U Underwear uses organic cotton and all of their products are PETA certified vegan. Its responsibly sourced materials and production are certified Fairtrade.
To ensure workers safety Y.O.U has put in additional hygiene and sanitation measures and workers are wearing medical gloves at all times when processing orders. “The health of our customers, teams and families is of the highest priority at the moment and we are doing everything we can to protect everyone at this time,” adds McLennan.
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Did you know that 77% of UK retailers believe there is a likelihood of modern slavery in their supply chain? Facts like these are often hidden beneath attractive designs, low prices and clever marketing campaigns. Y.O.U Underwear is made by India’s leading ethical and sustainable manufacturer. It employs 1000 workers over 3 factories and operates under SA8000 certified social standards.In addition to the basics – no child labour and working hours/minimum wage compliance – this means that the factory provides overtime compensation and incentives and Freedom of Association for all workers. They’ve also got a number of initiatives of their own, providing transport, meals and health planning for workers, in addition to funding for their children’s education. Today, we were really proud to have been invited to speak on the #ethicalbrandsforfashionrevolution panel on the topic of ‘Monitoring the Workforce’, and to meet some other amazing ethical businesses! @jakeandmaya @birdsonglondon @slavefreetrade @fash_rev . . . . #fashionrevolutionweek #fashionrevolution #payup #fashionrev #fashrev #transparentsupplychain #fairwear #ethicalfashion #ethicallymadeclothing #sustainablymade #ethicalbrands #makeadifferencewithwhatwebuy #supportsmallbusinesses #organiccotton #socialentrepreneur #shopethicalinstead #changemaker #socialenterprise #ethicalconsumer #ethicalbusiness #bethechange #sustainableclothing #ethicalfashion #ethicalbusiness #greenwardrobe #smallbusinessowner #fairtrade #fairtradecotton
McLennan believes that in order to bring more attention to sustainable and ethical lingerie and loungewear brands should raise awareness of the general problems in the fashion industry.
“If consumers become more aware of the problems associated with certain materials and manufacturing processes, they’ll be more likely to change their shopping habits. There are many other benefits to buying sustainable loungewear and underwear, for instance, organic cotton contains fewer harmful chemicals that can be irritating to sensitive skin, and it’s also much better for the planet,” says McLennan.
So if you are planning on shopping for comfortable loungewear for staying home, consider a more sustainable option. Not only do these brands ensure safe and ethical working conditions during this time, but they continue to take care of our planet as well.