Eco steps
Buying online might be convenient, but how do you know you’re genuinely shopping sustainably?
With the current pandemic, the online marketplace has never been more lucrative and a saving grace for us all. There are numerous platforms catering to various tastes and interests, which can be equally great and overwhelming. Click onto any site and you’re immediately faced with thousands of products to sift through before you eventually find a piece that meets your eco-standards.
Dubai-based luxury destination ounass.ae is stepping up to the increasing demand for transparent fashion with the newly launched ‘Sustainable Steps’ edit.
The brands
From Stella McCartney’s sustainable ethos, to Aesop’s vegan skincare and Pour Les Femme’s social consciousness, once you enter the edit you will be amazed by just how many mindful brands there are. “Sustainability is a huge topic globally, and as the fashion industry is a top contributor to environmental impact, designers are taking action,” Ounass womenswear buyer, Hayley McGregor, explains. “As a retailer that is a part of this chain, we felt that we also have a responsibility to highlight these brands and their efforts, and in doing so, continue to encourage others to also make steps towards more ethical sourcing, production and trade.
“Maggie Marilyn, for example, has made steps in every aspect of her brand to ensure sustainability where possible. As a fairly young label, it’s admirable that she is one of the leaders in this field. Peony swim is another label where every swim piece is made from sustainable fabrics, including the lining, a factor quite often overlooked in production. Their fabrics are made from recycled materials such as plastic bottles, fishing nets and carpets, collected through various initiatives worldwide.”
Sustainable checklist
Ounass.ae has established six eco-friendly pointers that a brand has to meet before being included in the edit. The online retailer ensures it takes a deep dive into everything from fabrics used (biodegradable, recycled and organic fibres like cotton, wool, linen and hemp), to production process across fashion and beauty companies.
“It is a massive undertaking for a label to implement sustainable processes through- out an entire business. What we are seeing are labels making steps wherever possible and setting their long-term strategy and targets for the future, which is a great leap forward, and these are the designers that we’re shedding light on,” she adds.
Beyond using recycled, decomposable, organic and biodegradable elements, sustainable materials matter in their ability to save the earth from toxic landfills. In addition, non-toxic chemicals like natural dyes decrease the pollution in our water while also being gentler to our skin. Other categories on ounass.ae’s checklist include cruelty-free, natural resources such as sustainable agriculture and green beauty, but it doesn’t stop there. “On the Ounass production front, we’ve introduced our eco-friendly packaging last September,” Hayley says. “The option is now the default setting for all deliveries, locally produced in the UAE from recycled materials while reducing the waste of natural resources.”
Be considerate
In the current global climate, slowing down and carefully considering your purchases could help turn the tide away from fast fashion. As more of us consider our impact on the planet and the mark we leave behind, making small changes such as buying less and better does not feel like such a big ask.
“I think you need to always follow your personal style and what is true to you, go for the pieces you love and that you know you will wear for a long time – black, neutrals and leopard print will always transcend the seasons,” Hayley advises. “Also invest in sustainable basics that you will wear every day, such as t-shirts and denim.
“A big part of being sustainable is not just about buying into sustainable brands, but also making sure the pieces you buy from any brand are going to last – throwing away less is a huge part of the cycle. It’s not about being perfect, it’s about each person making small individual changes that collectively add up to a positive impact for everyone.”
Shop the Sustainable Steps edit on ounass. com now.
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Images: Supplied
