Sustainable living is more than just carrying a cloth tote bag! A constant learning curve, sustainability is all about making responsible choices in every aspect of your lifestyle – including the clothes we wear and the brands we support.
Contrary to what many think, eco-fashion doesn’t involve wearing monotones or compromising on the style quotient. It is about being informed, asking the right questions, and choosing brands that are committed to sustainability, design, and comfort. We wrote about how to cut through the clutter and tell if a fashion brand is truly sustainable here.
But making these choices can be quite overwhelming, especially with all the jargon, claims made by brands, and new labels and certifications in the world of eco-fashion. With sustainability becoming the new buzzword, customers have to be wary of greenwashing and marketing gimmicks by brands that make tall claims of being environmentally responsible and ethical, but are not always so!
So, to make navigating this easier for you, we have made a quick guide that covers 10 key certifications that you can look out for when shopping and be assured that you are making good choices.
- GOTS
- Fairtrade Cotton
- Better Cotton Initiative
- PETA Approved Vegan
- Global Recycled Standard
- Craftmark
- Oeko Tex-100
- EcoCert
- Cradle To Cradle
- Bluesign
Known as the ‘Global Organic Textile Standard’, this is a certification for organic fibres. Though it is mainly associated with cotton clothing, you will sometimes find a GOTS label on ethically-made wool and silk as well.
If you are a cotton fan, know that several sustainable, homegrown fashion brands only use GOTS-certified cotton for their collections. You can explore new-age brands like Something Sustainable, Ofrida, and Amala Earth, among others. There are even certain kidswear brands like Young Earthlings that focus on creating skin-safe, organic baby clothes using GOTS-certified cotton.
As you must already be aware, cotton farming is often under the scanner for its unsustainable practices, including water-intensive processes, the use of pesticides and chemicals leading to soil degradation, and exploitative conditions for farmers. To encourage responsible cotton production, one of the most reliable and popular certifications to look out for is the Fairtrade Cotton mark.
The Fairtrade Cotton Standard applies the Fairtrade principles to cotton farmers in countries like India and Africa. This includes ensuring that all who are a part of the farming and production stages are paid ethical wages, there are no malpractices in production or quality, and that all manufacturing processes follow a standard ethics protocol. Cotton grown and sold under Fairtrade conditions is tracked through this supply chain so if you spot this mark, you can be sure that your garment was ethically produced! No Nasties is one such popular brand, that designs 100% vegan and Fairtrade clothing. Dibella India, Mila Clothing, and Reflect Studio are also some Indian brands known to use Fairtrade cotton, and the list goes on!
Source: Fairtrade International
Better Cotton Initiative, or BCI Cotton, is another reputed certification that is a marker of identification for ethical cotton. This initiative aims to not only ensure the eco-friendly production of cotton but also cover the principles of socio-economic welfare.
In India, Myntra became one of the first brands to partner with the Better Cotton Initiative, in an attempt to work towards their sustainability goals. It is projected that over the years, almost 50% of Myntra’s collection will be from BCI. Adidas India also has a Better Cotton Initiative section on their website, so if you’re looking for ethical athleisure wear, that is a good place to look!
PETA is a familiar term for all of us who care about animal welfare and safety. So, if you find this mark of trust on your vegan clothing labels, you can rest assured you’re buying authentic products made with care. PETA certification ensures that the brand you shop from is made of only plant-based/vegan materials, no animal by-products are used and the products are cruelty-free.
PETA-approved certifications don’t just extend to vegan clothes but also accessories and home furnishings. While it is USA-based certification, it is accepted as a global standard of verification.
There are several PETA Approved Vegan brands in India, from clothing to accessories. Consider looking up Braag Green, Cotton Mellon, Maati by Neha Kabra, and The Terra Tribe. In the luxury fashion space, House of Anita Dongre is a popular brand that carries this certification.
PETA certification ensures that the brand you shop from is made of only plant-based/vegan materials, no animal by-products are used and the products are cruelty-free.
Source: PETA
If a brand you love claims to use recycled materials, this is one certification they are eligible for. The Global Recycle Standard has been developed to verify the number of recycled parts or ingredients in a given product, primarily in the textile industry.
The GRS label mainly applies to companies who actively work in production activities such as spinning, knitting, printing, weaving, and dyeing, and also to recyclers and brands who want to ensure their responsible practices are recognised.
In India, it’s mostly textile companies and export houses that manufacture fabrics for ethical fashion brands that have these certifications. UNIREC is one such clothing manufacturing brand that is GRS certified, as they make clothing from recycled PET bottles. GRS-certified fabrics have more than just fashion-based use cases. KNYA Med is one eco-friendly medical company, that has now started making eco-friendly doctors’ scrubs, face masks, and more with GRS-certified fabrics.
Handloom is an intrinsic part of India’s heritage, and supporting artisans who have been keeping our crafts and textile traditions alive for generations is key to the sustainability agenda.
Craftmark is a certification that gauges the authenticity of brands or products that claim to follow handloom or handicraft methodologies. The Craftmark initiative is an effort by the All India Artisans and Craft Workers Welfare Association (AIACA) that aims to increase consumer awareness along with ensuring the welfare of our artisans. Many of your favourite brands like Anokhi, Soma, Fabindia, and Urmul carry the Craftmark label.
Source: Craftmark
The Oeko-Tex Association is an international body that tests for harmful substances in products. The Oeko-Tex Standard 100 is a global certification system for textile raw materials and end products. If a brand you love has this certification, you can be sure that there are no harmful chemical residues in your garments.
In India, ITC Wills, a popular retail giant had become one of the first brands to get this certification, as it was found that their knit and woven textile products are free from more than 300 harmful chemical substances! Vipul Organics is another such textile brand to receive this prestigious certification. If you come across a brand that makes the Oeko Tex claim, you can even get it verified by entering the label numbers here!
Source: Oeko-tex
EcoCert is a label that tracks compliance to organic processes that go into making sustainable garments. Originating in France and expanding internationally, EcoCert provides training to help farms move to organic and environmentally conscious practices. EcoCert also certifies textiles made with organic materials and ensures that all garments are ethically made.
PS: This organic certification also extends to beauty products. For example, Divine Organics is one such homegrown beauty brand that carries the EcoCert label.
A more holistic label, cradle to cradle is a global-standard certification that is awarded to brands that have a circular approach to sustainability. This means, right from choosing eco-friendly sourcing to the manufacturing processes used, everything is monitored to ensure that your garments (and products) are truly low-impact!
In India, Shahi exports, a manufacturer of ethical clothing for global brands became the first to create Cradle to Cradle Certified® Gold Standard products. They crafted a collection named ‘Arth’ for the international brand C&A which went on to receive this prestigious sustainability recognition.
Several popular brands like Adidas and H&M have also committed to following the Cradle to Cradle standard.
The Bluesign® standard is another ethical fashion certification that focuses on sustainable fashion. If a conscious brand manages to have a low environmental footprint and follows ethical/ Fairtrade practices, this certification can be assigned to them.
A couple of years ago, the sustainable denim company Anubha Denims became one of India’s first brands to partner with Bluesign®. The partnership was aimed at creating sustainable denim for the Indian market.
There are several other certifications including RWS (Responsible Wool Standard), the Woolmark, and FSC (Forest Stewardship Council) that help businesses improve their practices and validate their processes.
Keeping It Simple
While all these certifications and labels may seem bewildering, all it comes down to is being conscious of the planet and choosing ethical fashion brands that align with your values.
Not every eco-fashion brand you come across may have these certifications in place right away as securing these certifications is often a long-drawn expensive process. Yet, if they use responsibly sourced raw materials, follow ethical business practices, treat their people fairly, and demonstrate commitment to the planet, there is a good chance that they are sustainable brands worthy of support. So, use this guide as a reference point when you need it, especially when verifying claims of large corporates but trust your common sense and support small green fashion businesses too!
Meanwhile, if you’re looking for a list of homegrown brands to get you started right away, check out this list of sustainable slow fashion brands we curated for you!
