Eco labels worth a like | Brooklyn.be | Brooklyn

Greenwashing

As in every industry, there are those who really mean it and others who mainly pose as champions of sustainability, but are actually just keeping up appearances. There's a term for that: greenwashing: a fraction of the clothing production process is made sustainable, and that very part is put in the spotlight way out of proportion. With greenwashing, the real focus is still on squeezing as much profit as possible out of the products.

Look out for the labels below, and you'll know the product really does meet strict sustainability rules!

GOTS or GLOBAL ORGANIC TEXTILE STANDARD

The GOTS label is THE international standard label for organic textiles. It guarantees that the textile fibres come from organic farming. Production also has to be environmentally friendly & socially responsible. A product doesn't just get this label: it has to meet strict quality requirements & is closely monitored.

EU Ecolabel

The EU Ecolabel is the official European eco label for non-food products and services. Want to make a sustainable choice? Just look for the logo with the flower. Only products that meet the strict requirements across the entire life cycle, from sourcing the raw material to the moment the product becomes waste, can be certified.

Fair Wear Foundation

The Fair Wear Foundation is an independent multi-stakeholder organisation. A brand with this label guarantees that its products are made in a fair way. That means its employees work in a safe environment & get a fair wage for their work. All brands that join Fair Wear work on implementing Fair Wear's eight labour standards.

Creating a safe working environment goes beyond the safety of the building: it also means no child labour or forced labour, no discrimination in the workplace, and workers being listened to. A fair wage is more than just a minimum wage or subsistence income. Working hours have to be reasonable & workers have to be paid enough for them. There has to be a legally binding employment agreement, in other words a fair and legal contract.

The Fair Wear Foundation carries out regular checks to see whether these rules are actually respected.

Fairtrade

“Trade, not aid” is a basic principle of Fairtrade. Fairtrade offers a system that makes international trade possible with more fairness, respect and equality. This system puts everyone involved on an equal footing. One of Fairtrade's first tasks is to open up the market to certified producers. Another is to build bridges between all players, to make them aware of the challenges of fair trade. Today, these can't be separated from the United Nations Sustainable Development Goals (SDGs).

Slow fashion is the way to go!

Slow fashion refers to a fashion awareness and approach that takes into account the processes and resources needed to make clothes. It encourages buying clothes of higher quality that last longer, as well as treating people, animals and the environment fairly. When we select our brands and collections, sustainability is always taken into account. That's why you'll find an extensive more sustainable clothing collection with us (which you can pay for with eco vouchers, by the way!).

Stores that have new collections every week are an example of fast fashion. These stores are out for profit & want to follow the latest trend as fast as possible. They don't care how the clothes are made or what impact they have on nature. The quality of fast fashion clothing is often poor & not functional, which gives it a short lifespan.

Sustainable fabrics

LENZING ECOVERO

Lenzing EcoVero is the sustainable version of viscose. Lenzing EcoVero is made from wood pulp from trees grown in naturally managed, renewable and FSC or PEFC certified forests. These trees grow in Europe and the pulp is produced in Austria. The focus is on maximum sustainability, which shows in things like the ‘closed-loop’ production process. The chemicals used to dissolve the wood into pulp are reused over and over again. The pulp is bleached 100% chlorine-free and, compared to conventional viscose production, there are 50% fewer emissions and only half the amount of water and energy is used.

TENCEL

Tencel is the brand name of the fibre lyocell. The fabric is made from wood, in most cases from eucalyptus trees. Compared to cotton, these trees need far less fertiliser and pesticides to grow. On top of that, eucalyptus trees use 80% less water than cotton. The trees don't need an irrigation system and the water is recycled: a ‘closed loop system’. The chemicals are captured and reused.

ECONYL

Econyl regenerated nylon is a product that was introduced in 2011. Econyl is made entirely from ocean and landfill waste, such as industrial plastic, fabric scraps from clothing manufacturers, old carpets and "ghost nets". The advantage of a recycled fibre like this is that it's very stretchy, dries quickly (handy for sportswear and swimwear) and can be made fully waterproof for things like raincoats. On top of that, it doesn't crease, keeps its shape and is strong.

LINEN

Linen is made from flax. Allow us to be a little chauvinistic for a moment? Brooklyn was born in Kortrijk, and at the end of the 18th century and for a large part of the 19th century, that city was the epicentre of flax growing. Everything happened along the Leie, which was also called ‘The Golden River’. Linen is one of the fibres with the lowest ecological footprint. Producing linen takes less land, water, transport (European), energy, pesticides and herbicides than most other fabrics. So go for linen, it's easy to wear all year round!

Shop linen

HEMP

Hemp is one of the fastest-growing crops in the world; it grows twice as fast as cotton. It can even be harvested several times a year. The crop needs almost no fertiliser or pesticides and very little water. On top of that, the plant can be used as a 'cleaning crop' to purify waste water. And by the way, you'll find hemp in more and more jeans!

Shop hemp

Go for a more sustainable alternative!

It's a lot to take in, of course, and we totally get that it's complicated for you as a customer. But with these 4 tips in mind, you'll shop with a clear conscience from now on!

Recycle your old clothes or give them a second life by upcycling them.
Try to wash your jeans as little as possible & dry them outside. That extends their lifespan and saves water. Two birds with one stone! (Ox gall soap works wonders on stains)
Invest in clothing that's been produced sustainably. Memorise the labels above. That way, you won't be supporting greenwashers.
Choose recycled fabrics and natural fibres with a low ecological footprint. Check out our sustainable women's clothing and sustainable men's clothing.

Pay with eco vouchers

Did you know that the items in our more sustainable collection have an eco sticker? You can pay for all these eco items with your eco vouchers, which makes it easier to make a sustainable choice. Want to know more? Click here

About our more sustainable brands Shop the more sustainable collection