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10 Apr

How Sustainable Fashion Brands Are Stepping Up During the Crisis

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Here are the various initiatives taken by sustainable fashion brands, including some of Good On You’s “Good” and “Great” rated favourites, to respond to COVID-19.

How fashion brands are stepping up in the face of COVID

Over the last few weeks, and as reported previously in our first article about the fashion industry’s response to Coronavirus, you’ll have seen a whirlwind of activity from global fashion companies in support of the COVID-19 relief efforts. Less prominent, but equally noteworthy are the various initiatives taken by sustainable fashion brands, including some of Good On You’s “Good” and “Great” rated favourites. Check them out below, and lend your support to these smaller superstars who are using their limited resources to make a difference to people’s lives in this time of need.

Swedish Stockings

Rated: Good
Someone lay down on their side dressed in white basic top, sheer stockings by Swedish Stockings.

During these times of uncertainty, Swedish Stockings is partnering up with Stockholm Stadsmission to donate warm, organic cotton socks to help the homeless, one of the at-risk Coronavirus groups. Buy a product, give a product!

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Support Swedish Stockings.


Rated: Great

Armedangels is a men’s and women’s apparel brand that describes itself as “a kind of ‘Robin Hood’ of the fashion industry”, and it has risen to the current challenges. It has stated its commitment to its employees, suppliers, and retailers; is selling organic cotton facemasks for EUR 9 a piece, of which EUR 2 will be donated to Médecins Sans Frontières; and has extended the return period to 30 days after receipt of the order.

See the rating.

Support Armedangels.


Rated: Great
Asian woman wearing red sleeveless skivvy dress by A.BCH.

Melbourne-based A.BCH is an Australian-made fashion label for individuals who care about garment provenance. The brand has developed 2 dust mask prototypes that, based on research by Cambridge University, should filter out at least 50% of virus particles. To get a mask you can either buy something from A.BCH or make your own, by downloading the provided pattern and instructions.

See the rating.

Shop A.BCH.


Rated: Good

Reformation creates killer clothes that don’t kill the environment. The brand also ensures that a large proportion of its suppliers pay a living wage. In addition to this, the brand has partnered with The City of Los Angeles and Mayor Eric Garcetti on LA Protects, an initiative to organise local manufacturers to make five million non-medical masks for brave people doing essential work, ensuring medical grade masks can be available to healthcare workers. So far they have shipped about 20k masks!

See the rating.

Support Reformation.

Threads 4 Thought

Rated: Good

This men’s, women’s, and children’s casual and activewear brand has partnered with its suppliers worldwide to produce and donate 10 medical-grade facemasks for every US$50 spent on its website, to be donated to medical professionals across the US. Threads 4 Thought have also set up a “$1, 1 mask” initiative, whereby customers can donate online to one of the “tiers”—US$25, US$50 or US$100—which will see the company donate the equivalent number of facemasks.

See the rating.

Support Threads 4 Thought.


Rated: Great
Someone wearing a white collared shirt, a black jumpsuit, and cardigan by Dorsu.

Dorsu’s garments—a combination of core all-year classics and limited edition pieces—are designed and ethically made in Cambodia.

Due to COVID-19, the company has had to close its in-country stores but is still open for wholesale business and is also offering 30% off online sales.

See the rating.

Support Dorsu.


Rated: Good

Grounded in handcrafting locally in LA from high-quality materials—including cork and Piñatex®—luxury vegan handbag brand Svala is donating 15% of its sales to the Boys and Girls Club of America, an organisation dedicated to supporting communities including the families of first-responders.

See the rating.

Support Svala.

Whimsy + Row

Rated: Good


Female presenting person wearing black top and jeans shorts from Whimsy + Row brand

Whimsy + Row – Sales

Whimsy + Row carries a mixture of curated vintage and contemporary lines providing ease and elegance for the modern woman. Final Sale: Up to 70% off selected styles (Ends: 20 JUN)

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The LA-based lifestyle brand creates timeless pieces from locally-sourced deadstock textiles and materials. In response to COVID-19, it is offering 20% off online sales and in addition will donate 5% of sale proceeds to Feeding America. Its US$10 washable masks are made from 100% upcycled cotton and for each mask purchased, Whimsy + Row will donate one to the LA community.

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Support Whimsy + Row.


Rated: Good
People wearing clothing by responsible brand, Kuyichi.

Known for its sustainable denim and timeless men’s and women’s essentials, Kuyichi is contributing to creating positive change by means of an activist statement on its website, calling for a radical rethink of how the fashion industry operates: “we’re kindly asking all brands, suppliers, retailers, agents, fairs and other organisations: give a damn, stay calm and reset the system with us”. Read the full statement and browse the divine denim while you’re over there.

See the rating.

Support Kuyichi.


Rated: Good
Someone wearing a pink tailored suit jacket and trousers, and someone wearing a colourful sweatshirt and bottoms by LANIUS.

Womenswear and accessories brand LANIUS showcases slow fashion with a feminine slant. In order to facilitate its customers’ orders, it has extended the return deadline from 14 to 30 days and also made contactless delivery and returns available as an option.

See the rating.

Support Lanius.

MUD Jeans

Rated: Great
A man wears navy jeans and a blue top

Dutch denim brand MUD Jeans is all about sustainability. Not only does it offer a repair service, but it also provides a rental service where you can lease a pair of jeans for up to a year. MUD Jeans uses a combination of GOTS certified organic cotton and post-consumer recycled cotton.

MUD Jeans are available in a range of sizes, usually from W25 L30-W33 L32 for women and W28 L34-W36 L34 for men.

See the rating.

Shop MUD Jeans.

So that’s over a dozen initiatives to support the front line COVID-19 relief efforts, offer customer-friendly gestures to keep small businesses afloat, help sustainable brand communities, and encourage the fashion industry to reflect and re-calibrate. We commend these brands for taking action and urging us to do the same. Wherever we are, it’s likely we can all make a positive contribution to alleviate the health and economic impacts of COVID-19.

About the author: Elsa is an English-qualified fashion lawyer. She headed the legal team of a global luxury fashion PR company in London, and is currently focusing on projects dedicated to improving sustainability in the fashion industry.

Editor's note

Feature image via A.BCH, all other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet, and animals. Use our directory to search thousands of rated brands.

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