Consumers want to feel like they're having a positive impact on the environment, so retailers are focusing on eco-friendly fashion made from sustainable materials

As all-natural alternatives continue growing in popularity, consumers are more aware than ever of where their clothes come from. This has led brands to upgrade their eco-friendly measures to make their wares better for the planet and all of its inhabitants..

As PSFK identified in recent research into transparent and sustainable fashion, retailers are taking initiatives that inform the consumer on the production process of products, as well as decrease the toxic chemicals that go into typical clothing manufacturing. From releasing collections made from all-natural resources to creating programs to educate, here is how fashion leaders Nike and Primark are turning the fashion industry eco-friendly.

Nike
The sportswear brand released an eco-friendly footwear line called the Plant Color Collection. This brand's spring 2019 line features four silhouettes of sneakers that are made entirely with plant-based dye and with materials that are less harsh on the environment than typical footwear.

Nike

Native Shoes
Vancouver-based sustainable shoe brand Native Shoes recently launched sneakers that are fully plant-based and biodegradable. The materials used in the production of this new line include organic cotton, Piñatex and natural rubber.

H&M
The Swedish fast-fashion retailer H&M recently created an exclusive biodegradable collection. The line consists of fabrics made from pineapple leaves, orange peels and algae, making it an all-natural alternative to fabrics that are made from plastics or from non-renewable resources.

H&M

Lululemon
Activewear brand Lululemon is testing a new concept that will utilize byproducts from pea processing for its clothing materials. This new initiative for the brand is called Clothing The World With Crops.

Primark
Known for being a fast fashion retailer, Primark has debuted a women's jeans line made completely from 100% sustainable cotton. This is a part of its wider initiative to educate and provide economic opportunity to Indian and Pakistani farmers through natural cotton growing.


Lead image: Annie Spratt/Unsplash

As all-natural alternatives continue growing in popularity, consumers are more aware than ever of where their clothes come from. This has led brands to upgrade their eco-friendly measures to make their wares better for the planet and all of its inhabitants..

As PSFK identified in recent research into transparent and sustainable fashion, retailers are taking initiatives that inform the consumer on the production process of products, as well as decrease the toxic chemicals that go into typical clothing manufacturing. From releasing collections made from all-natural resources to creating programs to educate, here is how fashion leaders Nike and Primark are turning the fashion industry eco-friendly.