The Rise of Eco-Friendly Fashion

Now more than ever, corporations and consumers are starting to make changes in favor of the environment. Even clothing companies are beginning to ride the eco-friendly wave. Well-known brands like Converse and H&M have introduced eco-friendly collections, and smaller up-and-coming companies have begun to build their brand on producing sustainably-made clothing. 

Any company could claim to be “green” simply to take advantage of recent trends, so what does it mean for a company to truly be eco-friendly? In many cases, the eco-friendly label means using recycled, sustainable or vegan materials. Other companies have adopted the label to showcase reduced water and energy usage, a smaller carbon footprint or charitable donations to the environment. 

The growth of our collective environmental awareness is something we can all thank the internet for. Before widespread tweets and Instagram posts about catastrophic climate changes and groundbreaking Netflix documentaries, the eco-friendly movement was something supported mostly by radical activists and “treehuggers.” Now, it seems you’d be an outsider if you didn’t support changes to our collective environmental impact. The eco-friendly movement has steadily made its way beyond metal straws and reusable water bottles and into the realm of Instagram. If you're looking for some eco-friendly inspiration, there are plenty of influencers who have built their personal brand off of being environmentally focused and friendly. Women like Aditi Mayer (@aditimayer on Instagram) and Shannon Buckley (@shannydoots on Instagram) have helped give eco-friendly clothing a place online and in the realm of fashion.

Although many of us don’t quite have the funds to make large-scale changes to help the environment like buying a Tesla or switching to solar, changing our shopping site of choice to one, or more, of many new eco-friendly sites is a step in the right direction. I’ve created a list of some of my favorite online stores that will help you feel good about your look and your impact.

1.) Ninety Percent

Ninety Percent gets its name from its founder’s choice to donate 90% of the brand’s profits to environmental and human services’ related causes. The causes change based on votes on by buyers. Many of their items are made from organic materials.

Organic cotton funnel-neck sweatshirt

Photo by Ninety Percent via


2.) Reformation

Reformation works to ensure at least 75% of their products are made from natural, renewable, or recycled fibers. The company also donates to environmental conservation and restoration projects to offset their own impact on the planet.

Harriet Dress

Photo by Reformation via


3.) tentree

tentree works to plant 10 trees for every item of clothing purchased off their website. The brand also places a heavy focus on the use of sustainable materials including organic cotton, recycled polyester, cork and coconut.

w laurel pant

Photo by tentree via


4.) Alternative Apparel

Alternative Apparel is working to reduce waste by using biodegradable packaging and instituting a recycling program for its vendors. The company uses sustainable materials and low-impact dyes and works to keep manufacturing conditions safe and clean.

Girlfriend Collective Topanga Bra

Photo by Alternative Apparel via