Sustainable Brand Red Flags – Coveteur: Inside Closets, Fashion, Beauty, Health, and Travel

After watching Andrea Cheong’s videos, you may never buy the same again. “Sustainability” has been fashion’s favorite marketing buzzword for as long as I can remember, yet fashion remains one of the worst industries for the environment. So how can you discern which brands use sustainable practices and which garments were built to last? Leveraging his vast knowledge of fashion and industry experience in garment reviews, Cheong examines the aspects of apparel manufacturing that help determine quality: what the stitching, lining, and composition label may indicate about how it is. Was a Massimo Dutti or Zara coat made and how will it endure? And are these aspects equally reflected in the price? Below, Cheong discusses why she founded the Mindful Monday Method, her mental health-focused program to help others improve their shopping habits, and gives her the best red and green flags when determining whether a brand is actually lives up to its sustainability claims.

When did you start posting on TikTok and can you describe your relationship with the platform?

“I started about 9 months ago, my first real attempt at using TikTok was to raise awareness about the Stop Asian Hate campaign. I was really moved by how supportive TikTok is as a company, when it comes to activism. encouraged to try to post some of my sustainable fashion videos (which previously only existed as weekly stories on Instagram). ”

What is the Mindful Monday method and what inspired you to create it?

“So the year is 2019 and I’ve been working as a full-time creator or ‘influencer’ for about a year. Frankly, it has drained my mental health enormously. uncomfortable with my role within the fashion industry. I worked hard every day to change, and I’m still on that journey. Working on myself made me connect a few dots.

“It’s called Mindful Monday, not Sustainable Sunday (as some people have suggested changing it to), because I want to emphasize the importance of mental health and fashion. It’s actually five steps, but all of the videos you see on TikTok focus on steps four and five – material composition and quality. Ultimately, we need to feel empowered by our buying decisions. The mission is to “buy less, spend more in a conscious way”. The importance of sustainability actually came a few weeks after we posted weekly store reviews (on Mondays, of course) on Instagram Stories. I quickly realized that if we really understood what we are buying, the less we would have consumed and the less impulse purchases we would have succumbed to. ”

How do you imagine the role of sustainability in the future of fashion as well as being a marketing ploy?

“I don’t think everything is a marketing ploy. I believe brands, led by people like you and me, can change. What really needs to happen is accountability for what they sell to us and how they communicate it. Fashion Revolution has a great idea: Fast fashion retailers should also offer affordable repair services. In terms of communication, the restrictions on using words like “responsible”, “conscious” and “sustainable” in messages would be great.

“Furthermore, genuine education through transparency is another way to be sustainable. It sounds simple but is actually terrifying for brands. It can’t just be a dump of information on their website full of reports and jargon that most people might get headaches from reading. But concise and relevant real facts that show their customers exactly what they are buying, even if it’s not perfect because nothing ever is anyway. ”

What advice do you have for people who are looking to consume fashion in a more sustainable way?

“Sounds like a thorn, but so many people have told me they saved money from The Mindful Monday Method, so going through the steps is a start. Someone figured I saved them £ 497 this year, and yes, we’re still in the first month of 2022!

“It teaches shoppers to stop relying on entire brands. Instead, learn what the meanings of a well-made garment are and prioritize as much natural material as possible (for post-consumer travel reasons because you know, planned obsolescence is one thing and sewing is a lost skill). So I really believe we can shop wherever we need it. “Necessity” is the watchword because sustainable fashion shouldn’t be for a certain income category, size or aesthetic, it should be for everyone.

“You can adapt my Mindful Monday method according to your goals. For example, someone who is vegan and disagrees with my recommendation of responsible wool knitting can still use the knowledge and examples I show about pilling, pricing, and the impact of other fabrics to take a informed decision on a suitable alternative “.

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