Sustainability in the fashion industry has been a major topic of conversation over the years. To do their part, many brands have taken major steps to create a more responsible shopping experience, whether that’s through incorporating recycled materials into clothing, creating robust takeback programs or thinking more holistically about sustainability, human rights and social impact overall. Yet, as companies work to create ways to underscore the importance of sustainability to consumers, sometimes it’s the little things that make the biggest impact.
Recently, Outerknown, a menswear company founded by professional surfer Kelly Slater, partnered with Avery Dennison to incorporate more sustainable materials into its products. The brand, famous for pushing consumers to ask, “What are we wearing and where is it coming from?,” has now refocused its efforts on its tags. With the help of Avery Dennison, the company is incorporating three new items into its clothing – woven labels made out of 100 percent recycled polyester yarn, soy-based ink printing on tags and labels that dissolve in water. All three items are in alignment with Outerknown’s mission to “smash the formula” and “lift the lid on the traditional supply chain and prove that you can actually produce great looking menswear in a sustainable way.”
Yet, the tags signal more than just an internal sustainability initiative. All three items weave into the overall consumer experience and show how sustainability is core to the Outerknown brand. As the Care Tag for the Planet did for Levi’s takeback program in partnership with Goodwill, Outerknown’s dissolvable label puts sustainability at the forefront of consumer interaction, bringing awareness to how even the smallest items must be considered for holistic environmental responsibility.