From fashion and athleisure, to skincare and homeware – amongst the sea of fast-fashion giants there’s an increasing number of commendable woke start-ups committed to sustainable and environmentally sound practice, something we actively support here at Floom. Amongst the cohort on our radar, there are six particular brands making waves for all the right reasons – whether that be for their sustainable approach, or their continued engagement with environmental issues. Learn about our most-loved labels below, and if you think we’ve missed your favourite, drop us an email on [email protected] so we can add it to the list.
Reformation
With a tag line that reads “Being naked is the #1 most sustainable option. We’re #2”, Reformation are the LA-born fashion label recognising the fact that fashion is the third most polluting industry in the world. Renowned for their feminine floral dresses, playful two piece sets, up cycled denim and most recently, their wedding line, each Reformation piece is crafted from eco-conscious materials from TENCEL and REFIBRA, to resurrected deadstock and vintage fabrics. They also invest in green building infrastructure to minimise their footprint, and provide in-job sustainability training for each member of their team.
![8](https://floom.imgix.net/general/8.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=0380f00f2bd4fdbcc4fa3ce39cdd4467 1440w, https://floom.imgix.net/general/8.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=508719c3f67a07ff91d3dfa3918b23c5 1000w, https://floom.imgix.net/general/8.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=3fd45b7129ce8221c1fae0a155155d82 600w, https://floom.imgix.net/general/8.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=27a19f2e869d1ba977f82c1287f9f07b 400w)
![2](https://floom.imgix.net/general/2.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=6dd2bd8d1d6ec9fae9d72500830714bf 1440w, https://floom.imgix.net/general/2.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=f85ef91bbfbff4c72449bf60f920d7a1 1000w, https://floom.imgix.net/general/2.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=b2f3a586c34098902f25e5592d002256 600w, https://floom.imgix.net/general/2.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=e25dd701b1626ea8f1c84ff9f3a8e8d1 400w)
![9 Serviceandcommunity A6D79Ce85D789E9B4Fe983D883Da573E](https://floom.imgix.net/general/9-serviceandcommunity-a6d79ce85d789e9b4fe983d883da573e.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=2ac561805fcdbe5b0ad4b6a7169c2bcb 1440w, https://floom.imgix.net/general/9-serviceandcommunity-a6d79ce85d789e9b4fe983d883da573e.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=5226969b02e13ef7b25f05f95c80d7d0 1000w, https://floom.imgix.net/general/9-serviceandcommunity-a6d79ce85d789e9b4fe983d883da573e.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=9a4c817a0bd07bd880667278e7d210be 600w, https://floom.imgix.net/general/9-serviceandcommunity-a6d79ce85d789e9b4fe983d883da573e.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=f3a54e3afea9befe5a46839be09334b9 400w)
Girlfriend
Want to look good in the gym, but want your kit to be sustainably created? Get you some Girlfriend leggings that do both. Priding themselves on ethical manufacturing, their use of sustainable materials, epic performance, and transparency Girlfriend started out crafting leggings from a material made from 25 water bottles – per pair – at their fair trade facility in Taiwan. Now, they’re a fully fledged activewear label designing coordinated sets in a number of soft, feminine hues. And beyond that, they’ve created a community of people who care about the source of their clothes, as much as how they look.
![Lite Hero Image 2000X](https://floom.imgix.net/general/LITE_HeroImage_2000x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=179d056d8cef0c7a2fd90cc7d16e5c7e 1440w, https://floom.imgix.net/general/LITE_HeroImage_2000x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=b2cb70985991aba7065ddaabd6d561fe 1000w, https://floom.imgix.net/general/LITE_HeroImage_2000x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=b6e177a7adb45430a3ee4b54f20598dd 600w, https://floom.imgix.net/general/LITE_HeroImage_2000x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=ac15bab31032604530a037fedc2d2ec0 400w)
![All White Outfit 1134](https://floom.imgix.net/general/All_White_Outfit_1134.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=b9431c104fb3ebf02db983a9248eb782 1440w, https://floom.imgix.net/general/All_White_Outfit_1134.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=885cca65593eb851df0826c6c7bdca6c 1000w, https://floom.imgix.net/general/All_White_Outfit_1134.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=b9e312522161a0f0cfdd6584cbfdd086 600w, https://floom.imgix.net/general/All_White_Outfit_1134.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=5f740464bb78bacfca339f3d1856d7dc 400w)
The Cotton Story
The Cotton Story is the London-based label redefining the meaning of luxury. By taking a transparent, sustainable approach places equal importance on quality and price, they craft affordable elevated everyday wardrobe staples that you’ll wear, and love, for years to come. Having built their brand around three key principles: honest pricing, beautiful products, and ethical factories, The Cotton Story ensure that every pair of hands that touches their products – from the cotton pickers in California, to the seamstresses in Portugal – is paid a fair and honest wage. It doesn’t get simpler than that.
![Homepage Box 3](https://floom.imgix.net/general/homepage_box_3.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=f13db25cb8e3329ca0483bfeb294eaf9 1440w, https://floom.imgix.net/general/homepage_box_3.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=0bce475ab5fb9e51af198cf5600961e6 1000w, https://floom.imgix.net/general/homepage_box_3.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=acf325e8d15933e8aeca3bf77ed2fe64 600w, https://floom.imgix.net/general/homepage_box_3.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=ea8c24623036417a0b9c0cdb2b32751a 400w)
![About Us Celebrating Simplicity](https://floom.imgix.net/general/about-us-celebrating-simplicity.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=22a5826db303340cd6efdd39ba50c727 1440w, https://floom.imgix.net/general/about-us-celebrating-simplicity.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=e7a3132fba443814d48496ba34d945b8 1000w, https://floom.imgix.net/general/about-us-celebrating-simplicity.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=cb2a77db179b1e49f89af38b095329ad 600w, https://floom.imgix.net/general/about-us-celebrating-simplicity.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=9eb9f45592af5cb27a318e9aed4f5ecf 400w)
![Homepage Slider 3 Mobile](https://floom.imgix.net/general/homepage_slider_3_mobile.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=8492e8022b29b2a750da8676c5653366 1440w, https://floom.imgix.net/general/homepage_slider_3_mobile.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=7e3d6cf27b9f7b7984a720f70963f38e 1000w, https://floom.imgix.net/general/homepage_slider_3_mobile.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=fe1430b1cc2e43d05d3efda28d694fa2 600w, https://floom.imgix.net/general/homepage_slider_3_mobile.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=db71d7e3e36650b876b1f5da149e388d 400w)
Noah
Skate your way into winter wearing this brand. Noah is the skate-inspired men’s clothing brand founded by Brendon Babenzien that “seeks to take a stand against many of the appalling practices of the fashion industry”. Despite publicly saying that “there’s really no such thing as a sustainable clothing company” – Noah can be commended for their frequent engagement on environmental issues – each piece is crafted in countries, mills and factories where human dignity take precedence over the bottom line and portions of their profits are donated to causes they believe in, whether that’s by supporting Plastic Free Week with World Ocean Day, or by selling GUPPYFRIEND’s ‘Stop Micro Waste’ washing bags in store.
![Green Fw18 Book Layout1 1900X Progressive](https://floom.imgix.net/general/GREEN_FW18_BookLayout1_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=d918312f6bf9339f77f70dd0ed8230c2 1440w, https://floom.imgix.net/general/GREEN_FW18_BookLayout1_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=114434f5929a4efd51734677863cb369 1000w, https://floom.imgix.net/general/GREEN_FW18_BookLayout1_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=6074f25547b8778a49c345d75ccffefd 600w, https://floom.imgix.net/general/GREEN_FW18_BookLayout1_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=4378655bcbdf76a923a39d24a58dd968 400w)
![Green Fw18 Book Layout36 1900X Progressive](https://floom.imgix.net/general/GREEN_FW18_BookLayout36_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=2c52286cb241cca5b0f23e131dce9075 1440w, https://floom.imgix.net/general/GREEN_FW18_BookLayout36_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=c1778759daa63d239122e1619c2ccc12 1000w, https://floom.imgix.net/general/GREEN_FW18_BookLayout36_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=3820137855b6c08ec319b52bfe8165d0 600w, https://floom.imgix.net/general/GREEN_FW18_BookLayout36_1900x.progressive.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=6a3504c27f8ec8e3f1e693267cb61701 400w)
Haeckels
Fashion aside, there’s a new cohort of skincare brands paving the path to a sustainable future, too. Haeckels is one of our favourites – both for their intelligent approach and their unique skin products crafted using all-natural ingredients, harvested from the ocean. As ocean farmers, Haeckels “use business to inspire and implement solutions to the world's ocean crisis” – exemplified through their Rubbish For Product scheme that allows customers to swap a bag of beach rubbish – from Walpole Bay – for a free Bladderwrack body cleanser and a discount on a future refill.
![Kelp](https://floom.imgix.net/general/KELP.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=87d86f9e4e726856ccd9c4769345a9fd 1440w, https://floom.imgix.net/general/KELP.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=547edba73de10a2da848306b857010cc 1000w, https://floom.imgix.net/general/KELP.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=e392b74ebee28e7d13e2c24a68cbdae0 600w, https://floom.imgix.net/general/KELP.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=31224370383e706125699b8ff262df53 400w)
![Samscales Haeckels 44 Of 53 1920X1280](https://floom.imgix.net/general/samscales.haeckels-44-of-53-1920x1280.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=7744a02deb5979358fb123607f99b4bf 1440w, https://floom.imgix.net/general/samscales.haeckels-44-of-53-1920x1280.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=8e0e6a9e019ddf635b79a65e3e57c4ff 1000w, https://floom.imgix.net/general/samscales.haeckels-44-of-53-1920x1280.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=640cb46c90cb6103bc5891b999fd6a51 600w, https://floom.imgix.net/general/samscales.haeckels-44-of-53-1920x1280.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=781b125a4e81be69cebf64a31fe24497 400w)
![About E1530191163574](https://floom.imgix.net/general/about-e1530191163574.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=721b6a464ccae374279b63b9e2df1216 1440w, https://floom.imgix.net/general/about-e1530191163574.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=6abfdbdecc7b263fc75763f48d7d8afe 1000w, https://floom.imgix.net/general/about-e1530191163574.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=424f9f23b67d19717b3723456d0ea14c 600w, https://floom.imgix.net/general/about-e1530191163574.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=b5ba817fc0e4bf45a2147af911f97529 400w)
Rise & Fall
Rise & Fall are the linen brand ensuring that bedtime is a sustainable affair. Guided by the ethos that quality shouldn’t cost the earth – or harm it – Rise & Fall have cut out the wholesalers, shops and luxury mark ups in order to provide simple, yet beautiful, high thread count bed linen at a fraction of the price. Each set of sheets is delivered in a reusable canvas roll bag and cotton drawstring bag, in a recycled cardboard box, ensuring a synthetic-free service. Meanwhile, £3 from every set sold is donated to your homelessness charity Centrepoint as part of Rise & Fall’s Cover to Cover initiative in place to help young people get off the streets.
![About Us Image 1296X](https://floom.imgix.net/general/About_us_image_1296x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=7279b87aaec357846a0263e50ad83c93 1440w, https://floom.imgix.net/general/About_us_image_1296x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=8d77fdf4f10db289ab3e2f795cdcb633 1000w, https://floom.imgix.net/general/About_us_image_1296x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=6c89b1338b91e8ec87592125f61d8962 600w, https://floom.imgix.net/general/About_us_image_1296x.jpg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=46bfff36671bfd52652bf6ee88d0aee3 400w)
![34507 Extended V1 No Colour Prof Copy](https://floom.imgix.net/general/34507_EXTENDED_V1_no_colour_prof_copy.jpeg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1440&s=5fe430a3be100e360aa43f5c59514059 1440w, https://floom.imgix.net/general/34507_EXTENDED_V1_no_colour_prof_copy.jpeg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=1000&s=68adc39b684d983b6406af3e26b2bfae 1000w, https://floom.imgix.net/general/34507_EXTENDED_V1_no_colour_prof_copy.jpeg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=600&s=3a91683b3af2ebdaca7b27b5e0a324fe 600w, https://floom.imgix.net/general/34507_EXTENDED_V1_no_colour_prof_copy.jpeg?auto=format&crop=focalpoint&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&ixlib=php-1.1.0&q=65&w=400&s=c27627399a2ac6b88227b7647f8618a4 400w)