A rapidly expanding group of ‘clean’ fashion brands is revolutionizing the way we think about the chemicals in our clothing.
“People have already detoxed their cleaning products, beauty products, and cookware, and now they are shifting their focus to their wardrobes,” explains Amanda McCourt, co-founder of Not Basics, a UK-based brand she started with her sister Katie after developing allergies to synthetic fabrics. “We have been so fixated on eliminating plastic from our food packaging that we often overlook the fact that we are also wrapped in synthetic materials.”
Among the leading clean fashion brands are Cottonique, Pact, Mate the Label, and Everlane. In June of this year, Everlane launched its Clean Luxury campaign, emphasizing its commitment to producing clothes that are “better for you” through sustainable practices. These brands prioritize the use of organic natural fibers, minimize the inclusion of synthetic materials, and emphasize overall wellness in their messaging. They are dedicated to removing harmful chemicals like PFAS (persistent synthetic chemicals), petroleum-based plastics, heavy metals, and pesticides from our clothing.
Clean fashion is following in the footsteps of clean beauty, which gained popularity in the early 2010s with brands like Beautycounter creating products free from chemicals like parabens and formaldehyde, which have been linked to various health issues including hormone disruption and cancer. However, like clean beauty, clean fashion is a loosely defined term that lacks a standardized definition, raising concerns about greenwashing and misleading claims in an industry already plagued by deceptive marketing tactics.
So, what exactly does ‘clean’ mean in the context of fashion? Different brands have varying interpretations of the term. For some, like Cottonique, it means completely avoiding synthetic fibers. For others, such as Everlane, it involves implementing a comprehensive restricted substances list (RSL) throughout their supply chain to ensure the safety of chemical inputs and outputs at every stage of production. However, testing the safety of chemicals is a complex and challenging process.
As the clean fashion movement gains momentum, consumers are becoming more conscious of the materials used in their clothing and the potential health risks associated with toxic chemicals. By supporting clean fashion brands that prioritize sustainability and transparency, individuals can make a positive impact on both their own well-being and the environment.
