David Jones launches Mindfully Made so you can shop sustainably
It is widely understood that fashion is the second most polluting industry in the world (the first is oil, just in case you were wondering) but what isn’t as straight forward is where or how to start your conscious shopping journey. One of the reasons for this is that the term ‘sustainable fashion’ is inherently loaded and to borrow from the beloved green ogre Shrek, it’s like an onion in that there are many layers. To help you navigate the minefield, retailer David Jones has joined the likes of Net-A-Porter and The Iconic to launch a platform dedicated to share the stories behind conscious brands and makers to make it easier than ever to shop better.
Mindfully Made puts a spotlight on brands that have taken steps to be more responsible with the aim of highlighting progress, not perfection. In order to narrow down the field, David Jones outlined five sustainability attributes that are now shoppable in-store and by category online relating to human, animal and environmental welfare. The first of the attributes is Australian made, which showcases brands that support local industry and manufactures on home soil. Here you’ll find the likes of Bassike, Bec + Bridge, Running Bare and R.M. Williams, to name a few. Sourced with care is dedicated to brands that focus on responsibly sourced materials and mindful processes to minimise environmental impact such as Country Road, VEJA, Kora and Weleda. Reduce and recycle features brands that adopt innovative and conscious ways to upcycle, recycle and reduce waste including the use of dead-stock fabrics, waterless denim production, small-scale collections and the acknowledgement that ‘waste’ is a valuable commodity. In this category you’ll find Nudie Jeans, Keepcup and Neuw Denim.
Community minded showcases brands that are committed to supporting local communities, supply-chain transparency, the welfare of workers and fair working conditions and features brands such as Cue, Outland Denim and Mini Jumbuk. Finally, kind to animals includes brands that use cruelty-free production methods and do not harm animals such as Nanushka, Sans Beast, Edible Beauty and Urban Originals. Mindfully Made’s objective is to support customers in making informed choices. The hub also offers additional subsections that are dedicated to prolonging the life of purchases so you can buy less often, as well as decoding fabric, sustainability and ethical terminology. If you take your commitment to walk a little lighter seriously, take a peek a Mindfully Made here.
Image credit: David Jones