Congrats! You’re rocking an ethically made, sustainable Alpinecho hat or beanie—your hard-earned money is going toward something positive. But what does that really mean?
Clip from Purnaa's Spotlight Series with Sarah Anderson from Alpinecho (full video)
In today’s world of conscious consumerism, it’s tricky to know exactly what all the buzzwords mean. I've lost track of how many times I've asked a manufacturer if their products are made ethically, only to hear, "Yes, our products are recycled!" But here's the thing: a product made from recycled materials can still be produced under exploitative conditions, including forced labor or modern slavery. Recycled doesn’t automatically mean ethical.
Sustainable Fashion: Focused on the Environment
Sustainable fashion primarily centers around reducing the environmental impact of clothing production and consumption. This includes everything from using eco-friendly materials, to implementing energy-efficient manufacturing processes, and minimizing waste through recycling and upcycling. Sustainable fashion encourages longevity—designing items that last longer and can be repaired, reducing the need for fast fashion.
Other terms for sustainable: green, renewable, environmentally friendly, upcycled
Ethical Fashion: Focused on People
Ethical fashion, on the other hand, prioritizes the rights and well-being of people involved in the fashion supply chain. This includes ensuring fair wages, safe working conditions, and respect for workers’ rights. Ethical fashion brands also often support local artisans and marginalized communities, empowering workers and promoting equity. In essence, ethical fashion focuses on the human element, ensuring that the people making the clothes are treated with dignity and respect.
Other terms for ethical: fair trade, slow fashion, living wage
Photo of a street in Nepal taken by Ryan, co-founder of Alpinecho, in 2013
Where They Overlap
While sustainable fashion focuses more on environmental impacts and ethical fashion focuses on social justice, there’s a significant overlap between the two. Many brands today claim to be sustainable, but not necessarily ethical. This practice, known as greenwashing, has become more common as consumer demand for eco-friendly options grows. Brands may highlight their use of sustainable materials or eco-friendly production methods, while overlooking the treatment of the workers who make their products. A truly sustainable product is also ethically made, and vice versa.
Conclusion
As consumers, it’s important to look beyond surface-level claims and understand what sustainability and ethics truly mean. While a product may be environmentally friendly, it’s crucial to ask whether it’s also made under fair and humane conditions. By demanding transparency and holding brands accountable, we can help foster a fashion industry that’s not only good for the planet, but also for the people who make our clothes.
Getting back to your new cap ...
Alpinecho hats and beanies are made in partnership with Purnaa, a social enterprise and World Fair Trade Organization Guaranteed Member in Nepal with a mission to create jobs that empower marginalized people to fresh starts and fulfilled lives.
At Purnaa, staff receive technical skills training, life-skills training (budgeting, relationships, literacy, numeracy, health and nutrition), access to counseling, healthcare, and employer-matched savings in a positive work environment. Purnaa is a zero-dividend company, which means they reinvest 100% of their profits into the company to continue to grow and offer training and employment for marginalized people.
To find out exactly how Purnaa (and Alpinecho caps) are helping both people and the planet, check out their 2023-24 Impact Report:
Feel free to reach out if you have any questions about the sustainability or ethics of Alpinecho products. We're committed to earning your trust through clear and honest answers.
Alpinecho's manufacturing partner, Purnaa (Copyright Purnaa)
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