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How do we know that “sustainable” products are actually sustainable in 2023?

This new year got me thinking. As if the pursuit of sustainability in fashion was not a lofty enough goal, we need to develop a structure for evaluating “green” efforts to assure that they are, in fact, green. We need to discover a way to hold fashion brands accountable so that we know that we’re actually doing good for the planet in purchasing products labeled “sustainable”. I guess people have gone on and on about this topic for quite some time. But how can we make it happen in 2023?

We need transparency. The only way to equip consumers with the ability to make informed purchases is through (drumroll please) easily accessible data. Okay, maybe that’s not the most exciting call to action, but the only way to effectively use the power of the purse is with a critical eye and access to informative data.

Unfortunately, we still have a long way to go before transparency is a reality, not just a rallying cry. The transparency index among the top 250 fashion brands is only 23%. Twenty-three percent. If the transparency we are seeking from brands is glass, the top 250 fashion brands are brick walls.

Now what? The reality of sustainability and transparency in the fashion industry is, admittedly, grim. As it is now, there is an immense lack of structure and accountability - we’re in the wild west (and not in a funny, sunny cowboy way). There is a complete lack of order. Every brand fabricates its own standard for “sustainability” and can get away without ever having to prove it. If we’re going to make a change, we need to reorganize the fundamental structure of how garments are produced, from the sourcing of materials to the dispersing of completed products.

..and what better way to march proudly into the future of sustainability than with technology?

By utilizing block chain and finance technology paired with circular product data sheets (shout out to Jeannot Schroeder, Jerome Petry, Ministère de l'Économie - Luxembourg with the PCDS - Product Circularity Data Sheet and Natasha Franck with EON Group!) we can break down the brick wall of the fashion industry, and rebuild a supply chain which is entirely transparent, from start to finish. We know that we cannot trust fashion companies to be honest with their sustainability initiatives, but, with technology, we can force transparency upon them by making every material, every transaction, and every movement of products traceable, secure, and unable to be altered.

Agency is the key. To build a foundation for such a system to work, we need to close the loop and prioritize the production of circular goods. We need to shift the supply chain and the idea of products having a finite use, thus, retraining the consumer behavior towards keeping the same products for a long time to come.

In the least boastful way possible.. I am confident that OUR CHOICE is the future that we are searching for (but, hey, I’m biased). OUR CHOICE launched on Kickstarter in 2020 and was founded in Luxembourg 2021 with the purpose to create fully circular products with no end to their lifecycle. To date, we have sold over 1000 circular products and have built a community of thousands in a matter of months with no external funding, proving the consumer is ready to embrace change.

I don't have to tell you that we're proud that we're doing our part in changing the fashion landscape, but I think 2023 calls for more collaborations. I've definitely been rattling on for too long and I'd love to hear what you think so .. consider this my ad and let me know:

  • What do you think should be prioritized when it comes to transparency in fashion 2023?


  • How can we all team up to boost transparency and circular behaviors in fashion?

Hit me up! And do keep me posted on all socials on all things circular, you’ll of course find us here on LinkedIn, Facebook, Instagram and our website!

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