It’s no secret: many retailers have changed their product quality over the last few seasons. Brands which once carried standard, simple staples now carry disposable, environmentally unfriendly garments because they want to make a profit.
Although terms like “minimalism” and “sustainability” capture the social media presence of the fashion zeitgeist of the last few years of the 2010s, many of our clothing purchases reflect a different perspective. Brands like Target and Old Navy, which became popular because they offered affordable garments to a mass market, altered their product selection to include cheaper, less wearable garments.
Even though many fashion retailers favor production value over inherent quality, there are some brands which offer long-lasting, budget-friendly items.
H+M
The Swedish retailer drew headlines a few years ago for their seemingly unethical business practices. The global chain was known for its mass market approach to selling and its lack of concern for the planet, but unlike many other fast fashion companies, H+M became a solution for its own problem. The brand famously launched sustainable lines and offered in-store fabric recycling services to decrease their environmental footprint. These amenities, coupled with the brand’s comparably better quality garments, brought good attention to the H+M brand while other fast fashion companies–including Zara and Forever 21–scramble to appeal to their environmentally-minded target market.
GAP
GAP is often viewed as a step away from fast fashion. The San Francisco-based company is know for their comfortable, quality garments–especially denim. GAP is not completely transparent with their business practices, but they recently announced a goal for 2025–they want to use 100-percent sustainable cotton in their products. This is great news, especially in a marketplace where more and more companies imply they will improve their social image but come up short on their promises. GAP is known for its middle class price point and well-produced goods–a position which sets them apart from fast fashion retailers like Old Navy and businesswear brands like Banana Republic. The company’s placement as the leading affordable quality retailer puts it in the perfect position to endorse sustainability and encourage their customers to rethink their buying patterns.
Everlane
As a primarily online retailer, Everlane has the ability to find truly ethical, sustainable, and long-lasting products. Their mission statement includes the company’s radically transparent business practices. The one downside to Everlane is the price tag–it’s not exactly expensive, but it’s also not inexpensive. Most garments sell at a moderate price of $45 to $150. They’re more expensive than fast fashion brands because these garments are investment pieces, so they are meant to be worn for years rather than weeks.
ItsMaryHope 