How sustainability is finally making waves on the high street
From supermarket thrifting to eco loyalty points
We’re more aware than ever of how much our fast fashion addiction impacts the planet. However, we also know that shopping on the high street is normally cheaper, more accessible and more inclusive than its more sustainable counterparts.
Luckily, that doesn’t have to be the case any more.
As we consumers demand more sustainable practices, brands are catching up, which means you can now have a wardrobe that Gwyneth Paltrow would approve of, regardless of your size and bank account.
From recycling fabrics, using sustainable fibres, reducing water and waste consumption and improving working conditions, our favourite affordable brands are helping us all reduce our carbon footprints.
The brands
Take ASOS for example, which launched its ‘Responsible Edit’ in 2019. You might not have even noticed, but it also added a ‘Responsible’ search filter to its site, so you can find that perfect dress made from either recycled or sustainable materials.
As well as recycling fabrics and sourcing sustainable fibres, the clothes in this edit are all made using reduced water and waste.
As we’ve come to expect from ASOS – one of our go-to brands for inclusivity – its Responsible Edit covers all fits, including a whopping 804 plus-size options on sale currently.
Primark also just announced its new sustainable loungewear collection, which uses between 15 and 25% recycled cotton.
When shopping in Primark, look out for the ‘Primark Cares’ labels, which show the item is part of its sustainable cotton programme, involving training 160,000 cotton farmers in India, Pakistan and China to use more environmentally friendly farming methods.
Most recently, H&M announced an eco-conscious loyalty rewards scheme. You can earn points to use against your shopping by making small changes like bringing your own bag, opting for climate-smart delivery options, recycling your old clothes through its garment collecting scheme and of course, buying items that are made with sustainable materials.
George at Asda has also made moves in the sustainable arena, using sustainably sourced fabrics and recycled buttons. In a huge shift, George is now selling vintage clothing, so you can do some thrifting while picking up your weekly shop.
After a successful trial in Leeds, and with the rise in popularity of sites like Depop and Vinted, the retailer has partnered with Preloved Vintage Wholesale to sell used clothing in 50 of its stores as part of the George for Good commitment to reduce textile waste.
The initiative
Many of these huge changes across our high street are thanks to the Textiles 2030 initiative, which “aims to engage the majority of UK fashion and textiles organisations in collaborative climate action”.
Its ambitious targets challenge retailers to not only significantly reduce their carbon footprints, but to also switch to a “circularity pathway”.
This means that brands need to design clothes to “look good for longer”, as well as being recyclable. They should also trial reuse business models like renting and subscriptions, and set up partnerships that aim to supply and use recycled fibres in new products.
The choice
With all these sustainable steps in the right direction, it’s never been easier to shop with a more conscious mindset. But remember, it’s not all on the big brands. Fast fashion is never going to be a fully sustainable model, so keep that in mind when shopping.
Are you really going to get your wear out of that dress, or is it a TikTok trend that you’ll end up decluttering in six months’ time?
After all, if outfit repeating is good enough for Kate Middleton, it’s good enough for us.
5 easy tips for a less wasteful wardrobe
Look cute, help the planet, win-win 🌎
The number one biggest tip to be more sustainable when it comes to fashion? Shop your own wardrobe, and fall back in love with that you already own. Find new ways of styling, upcycling, and repairing your existing pieces to extend their life and keep them out of the landfill.
Kimberly Wyatt of the Pussycat Dolls, who is the face of George at Asda’s new fully sustainable range that launched this week, loves to share her eco-minded fashion tips on social media.
Read on for five of her top tips for making your wardrobe more planet-friendly.
Upcycle
Wyatt says, “I have a lot of clothes I’ve loved for many years. From finding and flourishing costumes for Pussycat Dolls to wearing hand me downs most my life. I love watching clothes from other families handed down to our kids that then make it to new families. Most recently Max burned my jacket with an iron, so i put ironed on daisies and now I prefer it more.”
DIY repairs
The singer has shared on Instagram that while our first instinct may be to replace a damaged item with something new, there’s value in making manageable repairs on our own. After her daughter accidentally ripped a button hole, Wyatt wrote, “I couldn’t believe that my very first instinct was to buy another one. Ashamed as I am, I’m sure I’m not the only one… 🤷🏼♀️ Instead, I chose to mend it. #Sustainability is a huge goal for us as a family although the journey to becoming sustainable is taking much longer then I expected. But even if it’s a lifelong excursion it’s a choice that makes us feel good, teaches our children, and gives us a purpose.”
This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.
Shop secondhand
Want something fresh to zhush up your look, but want to be gentler to the planet? Second-hand is a great way to go. (If you’re new to resale platforms, check out our handy dandy guide to everything there is to know about Depop.) Wyatt knows there are so many gorgeous pre-loved gems out there. Her favourite find? “A Vivienne Westwood sweater with diamantés. I love the fit, she is one of my favourite designers and I know I’ll love it forever.”
Consider your purchases
Wyatt’s advice? “Buy stuff that you love and feel you’ll wear at least 30 times. Don’t be tempted to buy stuff just because it’s cheap. Buy it because you love it and can’t wait to make memories wearing it!”
Do your research
If you’re opting for some new purchases, consider looking into the brand’s sustainability policies. There are loads of new brands committed to practicing social and eco responsibility. And plenty of high street retailers are launching more sustainable ranges, too – like George at Asda, which is the first supermarket to do so. Feel good, look good, win-win.
Check out the hacks to help you waste less food
Much of the food we throw away ends up in the bin because we didn’t get round to eating it in time. Small changes, such as using left-over food to make new dishes, storing food correctly and using shopping lists to only buy what you really need, can make a huge difference, saving you money and time (the more you waste, the more top up trips to the shop you’ll have to make). Not only this, but food waste is a huge contributor to climate change, so making the most of it is a simple but powerful act you can make every day.
Check out Love Food Hate Waste for loads of tips for storing food, here are some of our top tips to help you waste less food:
Don’t always remove the packaging
Keep bread out of the fridge
Keep an eye out for re-closable packs
Stock up on dried food
You can freeze almost anything
Did you know you can freeze cheese, eggs, milk, herbs and breadcrumbs?
Don’t forget to look out for any recycling information included on the label, which will tell you how to dispose of your packaging and if it can be recycled!
Build these into your daily routine to make a big difference.
No. 1
Read the news on your phone instead of picking up a paper.
No. 2
Get a KeepCup for your coffee.
No. 3
Bring your own breakfast and lunch to work or school.
No. 4
Use scrap envelopes and junk mail to write your to-do list in the morning.
No. 5
If you have to print any documents, print black & white and double-sided.
No. 6
Try not to print documents for meetings. Use technology to present instead and email agendas and slides to attendees beforehand.
No. 7
When you head out to lunch, take a reusable container with you, and ask your local deli or lunch haunt if you can take away your lunch in that, rather than a disposable plastic container.
No. 8
Invest in a reusable water bottle and fill it up at water fountains.
No. 9
Use a natural loofah and compost at its end of life.
No. 10
Ask for a doggy bag when you go out for dinner to save food and money
The number one biggest tip to be more sustainable when it comes to fashion? Shop your own wardrobe, and fall back in love with that you already own. Find new ways of styling, upcycling, and repairing your existing pieces to extend their life and keep them out of the landfill.
Kimberly Wyatt of the Pussycat Dolls, who is the face of George at Asda’s new fully sustainable range that launched this week, loves to share her eco-minded fashion tips on social media.
Read on for five of her top tips for making your wardrobe more planet-friendly.
Upcycle
Wyatt says, “I have a lot of clothes I’ve loved for many years. From finding and flourishing costumes for Pussycat Dolls to wearing hand me downs most my life. I love watching clothes from other families handed down to our kids that then make it to new families. Most recently Max burned my jacket with an iron, so i put ironed on daisies and now I prefer it more.”
DIY repairs
The singer has shared on Instagram that while our first instinct may be to replace a damaged item with something new, there’s value in making manageable repairs on our own. After her daughter accidentally ripped a button hole, Wyatt wrote, “I couldn’t believe that my very first instinct was to buy another one. Ashamed as I am, I’m sure I’m not the only one… 🤷🏼♀️ Instead, I chose to mend it. #Sustainability is a huge goal for us as a family although the journey to becoming sustainable is taking much longer then I expected. But even if it’s a lifelong excursion it’s a choice that makes us feel good, teaches our children, and gives us a purpose.”
This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.
Shop secondhand
Want something fresh to zhush up your look, but want to be gentler to the planet? Second-hand is a great way to go. (If you’re new to resale platforms, check out our handy dandy guide to everything there is to know about Depop.) Wyatt knows there are so many gorgeous pre-loved gems out there. Her favourite find? “A Vivienne Westwood sweater with diamantés. I love the fit, she is one of my favourite designers and I know I’ll love it forever.”
Consider your purchases
Wyatt’s advice? “Buy stuff that you love and feel you’ll wear at least 30 times. Don’t be tempted to buy stuff just because it’s cheap. Buy it because you love it and can’t wait to make memories wearing it!”
Do your research
If you’re opting for some new purchases, consider looking into the brand’s sustainability policies. There are loads of new brands committed to practicing social and eco responsibility. And plenty of high street retailers are launching more sustainable ranges, too – like George at Asda, which is the first supermarket to do so. Feel good, look good, win-win.
