From Madewell to Rothy’s, Here Are 9 Fashion Brands Changing the Landscape of Conscious Shopping
:max_bytes(150000):strip_icc()/101725-conscious-shopping-soc-7f437b8deecb4b62b24ce6150936d0a5.jpg "From Madewell to Rothy’s, Here Are 9 Fashion Brands Changing the Landscape of Conscious Shopping")
- Fast fashion is quickly producing over 90 million tons of textile waste every year.
- One way brands are helping combat the climate crisis is by keeping clothing in circulation and out of landfills.
- From Madewell to Rothy’s, there are fashion-forward brands that are changing the landscape of conscious shopping.
With over 90 million tons of textile waste produced each year, today’s sustainable fashion movement can’t stop at just how a product is made. To help combat the pollution crisis, it must also address what happens after the purchase — keeping clothing in circulation and out of landfills for as long as possible, and extending the life of the goods consumers already own.
No longer satisfied with simply using eco-friendly fabrics or cleaner dyes, fashion brands are rethinking every step of a garment’s life cycle with circular programs. From looping old materials back into production to weaving repair, resale, and recycling into their day-to-day operations, these labels are expanding the focus from consumption to continuation. With their efforts, they are prompting shoppers to rethink their habits: What if the coat I no longer wear could live on in someone else’s winter wardrobe? What if buying “new” didn’t have to mean buying “brand-new?”
To answer these questions, some brands built seamless take-back and recycling infrastructures that reward shoppers for returning what they once loved. Others created dedicated resale and repair pathways to help extend the lifespan of each piece. Though these circular initiatives may vary, together, they share a common mission: to reduce waste and give clothing another chance to be worn.
By creating fashion with a closed-loop design, brands are proving that fashion doesn’t have to follow an unsustainably linear “make, wear, discard” model. Instead, it can create a framework that, as the old adage goes, turns one’s yesterday’s clothes into tomorrow’s must-haves for another. Whether encouraging shoppers to drop off their unwanted denim to Madewell’s upcycling program, to reselling a Reformation dress on Poshmark directly from the retailer’s site, or to taking their beat-up sneakers to Veja’s cobblers for a refresh, the brand initiatives ahead demonstrate that sustainability doesn’t have to stop at a product’s checkout.
Here are nine brands that are helping lead the change.
Madewell
Madewell
Madewell’s Do Well program has already given over 1.7 million pieces of clothing a second life through its partnership with ThredUp. The fashion editor-favorite brand — which is committed to sustainability efforts ranging from responsible materials to fair-trade practices — accepts clothes from any label, reselling what it can and upcycling or recycling the rest. If you’re looking for an excuse to refresh your collection of blues for the coming season, take advantage of Madewell’s limited-time Denim Trade-Up incentive. Drop your used jeans at the closest Madewell store and score $50 off a new pair from the brand.
Veja
Vejas
The French footwear brand that made “sustainable sneakers” cool, Veja is built on fair-trade practices, transparency, and responsible materials. Beyond its eco-conscious sourcing and production, Veja walks the talk with its Clean, Repair, and Collect project that lets shoppers give their seen-better-days sneakers some TLC. Across its global locations, including brick-and-mortar stores in Brooklyn and Los Angeles, the brand has cobbler stations where you can clean or repair shoes from any brand. Bonus: Veja also collects old pairs for recycling.
Eileen Fisher
Elieen Fisher
Mindful consumption has been at the heart of the Eileen Fisher ethos for over two decades. Known for timeless, minimalist staples, the label employs responsible dyeing techniques, low-impact materials like organic cottons, and supports regenerative farming practices. More than just creating each collection with the environment and social well-being in mind, Eileen Fisher also helps close the loop on its production through its Renew take-back initiative. This initiative collects worn pieces from customers to refurbish and resell, upcycle into new designs, or recycle.
Rothy’s
Rothy’s
Sustainability is literally woven into Rothy’s fabric. The brand sources and spins single-use plastic into the thread used in its signature knitted, machine-washable bags and shoes. Rothy’s — who also produces in a TRUE Zero Waste, LEED Gold–certified factory and uses packaging made from recycled materials — doesn’t stop there. To close its production loop, through its recycling and take-back program, shoppers can return beyond-well-loved items (those that can no longer be saved with a wash) in exchange for a $20 discount on something new.
Dôen
Dôen
Beloved for its breezy, cottagecore pieces, California label and recent Gap collaborator Dôen is just as serious about the impact of its production as it is about its dreamy aesthetic. Its 2030 Roadmap commits to using recycled and regenerative materials, protecting ecosystems and animal welfare, and empowering women working in its supply chain. For brand fans, Dôen also encourages a more circular business model through its “Hand Me Dôen” resale community, which allows shoppers to sell their pre-loved items for brand credit.
Cuyana
Cuyana
Fashion insider-approved accessory and apparel label Cuyana lives by its “fewer, better” philosophy: seasonless, high-quality pieces made from sustainably-certified materials and designed to last. The slow fashion brand’s resale platform, Cuyana Revive, allows a do-over for its gently used bags and leather goods (and lets customers earn cash or store credit in return). For any items that go unsold, users can choose to donate them to H.E.A.R.T, an organization that supports victims of abuse.
Everlane
everlane
A go-to for everyday staples, Everlane has been championing ethical production and transparency since the 2010s. Alongside its climate and social commitments and innovative drops like EverPuff (Everlane’s first fully circular outerwear collection), the brand is also dedicated to keeping its gently used pieces in circulation for as long as possible through Re: Everlane, a Poshmark-powered resale program. Listing an item is effortless — product details, fabric info, and pricing are uploaded automatically — so your once-favorites can live on long after your closet edit.
Uniqlo
Uniqlo
First introduced in 2022 in Japan, Re.Uniqlo Studio now operates at seven Uniqlo locations across the U.S. These in-store setups are designed to give garments a fresh start, whether that means repairing slightly damaged pieces or customizing items with services like embroidery. The Studio also collects unwanted clothing from shoppers, which is then donated to those in need locally, upcycled into new designs, or responsibly recycled.
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