Earth Day: Our Guide to Sustainable Fashion

🕤 6 min read 

Earth Day is here! And there is nothing that we love more at Pure Luxuries London than looking for ways to be as sustainable as possible. You may be wondering what exactly Earth Day is, how the fashion industry can make a difference on the planet and how you can dress a little greener? Don’t worry, we aren’t going to make you dress like a courgette.

Read on to find out how you can become the most fashionable eco-warrior in town and what we are doing here at Pure Luxuries London to reduce our carbon footprint. 

What is Earth Day?

Falling annually on the 22nd of April, Earth Day was first established in the US in 1970 to honour the Earth and the concept of peace. Over 20 million people poured out into the streets across the United States, making it the largest single-day protest in human history.

Throughout the years, however, it has evolved to become one of the biggest events of the year, highlighting the growing importance of environmental protection and living more sustainably. Each year, a different theme is selected to become the focal point of the event. This time around, the official theme is ‘Invest In Our Planet’.

How the Fashion Industry is Damaging the Planet

With over 100 billion garments produced every year, fashion production pollutes our rivers and makes up a staggering 10% of the total global carbon emissions. To make matters worse, an estimated 85% of all textiles go into dumps each year, this includes fabrics containing microplastics and synthetic fibres.

These synthetic fibres such as polyester, nylon and acrylic require large amounts of petroleum and energy resources to produce, then take hundreds of years to biodegrade, filling up landfills and polluting our oceans. A shocking 35% of the microplastics found in the ocean are a product of clothing. 

As you can see, the fashion industry needs to make some changes, and this is just the start. But there are ways you can make a difference! From what you wear and who you choose to shop with to signing petitions such as this, here is how you and I can help.

How to be an Eco-Friendly Fashionista

Say No to Fast Fashion!

It is time to adopt the mantra “buy less and buy better”. Stop contributing to the throw-away society we live in and purchase timeless designs that you know you will wear again and again. Shop quality over quantity and look out for sustainable brands. Less is definitely more and it is more financially viable in the long term to buy one quality item than constantly replacing poorly made clothing and accessories every time they lose their shape or begin to deteriorate.

Therefore, here at Pure Luxuries London, we only use the finest gold standard leather throughout all of our designs, 100% cotton interiors and all-metal zips and fittings to ensure longevity. Shop smart not fast!

 Capsule Wardrobe 

If you are anything like me, the idea of a capsule wardrobe pains you. But I have friends who make it look so chic and simple! To master the art of the capsule wardrobe, buy timeless pieces that you can mix and match, dress up or down and wear year after year. 

With a little creativity and classic, quality items, you can have outfits that look fresh and imaginative all year round, saving you both time and money (and of course, the planet). Organise your capsule wardrobe seasonally, and shop quality pieces that reflect your personality, not the latest trends because as we know, fashion always repeats itself!

This is why Pure Luxuries London loves to create timeless designs in a mix of shades to suit every character, so you can accessorise in style from spring to winter! 

Do your Research!

With so many brands out there claiming to be reducing their carbon footprint, it is important to do your research before you commit to buying. Check their website for certifications and investigate how they plan to be more sustainable. 

Pure Luxuries London is certified by the Leather Working Group, Global Organic Textile Standard, Responsible Wool Standard, OEKO TEX, Good Cashmere Standard and Supplier Ethical Data Exchange (see our sustainability page for our full list and more information). These certifiers ensure we are doing our utmost for the planet, suppliers, manufacturers and team, sourcing the very best materials and operating in a fair and eco-conscious way. 


Whether you are checking out the charity shops or clothes swapping, there are many ways to get your hands on beautiful, second-hand, one-of-a-kind pieces. From vintage to designer labels, it is amazing what some people are willing to donate and swap!

There are many clothes swapping events across the UK that you can attend, or you can organise your own with friends. Over the years clothes swapping sites and apps such as Vinted have grown in popularity making it fun and affordable to find your next wardrobe favourite while clearing out your own closet! 

Choose Lower-Impact Materials

Just like doing our research on the ethics and sustainability of the brands we shop with, selecting the most low-impact materials is just as important. Choose breathable organic cotton, hemp, linen and natural materials over synthetics such as polyester. 

Many materials that are advertised as ‘eco-friendly’ or ‘sustainable’ aren’t exactly that. Let’s talk leather… ‘vegan leather’ production has been on the rise for the last decade, however, many methods of production are far from eco-friendly. Take PU leather, a plastic-based leather substitute that has environmentally damaging manufacturing processes and doesn’t wear well over the years.

Genuine leather in fashion gets a bad rap but it can be the more sustainable option. The most understandable argument against real leather is the damage animal agriculture causes and the welfare of the animals themselves. However, many companies, like ourselves, only use leather which is a by-product of the food industry. 

Utilising this leather means we are reducing waste material, where the disposing process is often more environmentally damaging than the manufacturing process of repurposing it. On top of this, genuine leather is much more durable than any known leather alternative. This means alongside being 100% plastic-free, there is every chance that with a little TLC your leather accessories could last a lifetime, eliminating the need for regular repurchasing. 

Other Ways to Help

What we wear and who we choose to shop with is just one way of reducing our carbon footprint, but as we know, there is much more that we can do to help. As climate change and environmental issues become more and more concerning, we are all looking for ways to reduce pollution, emissions, and our carbon footprint. 

Here at Pure Luxuries London, we are on a journey of continuous improvement to ensure we are as sustainable as possible. Our next mission is to eliminate all plastic packaging by the end of 2022 and replace it with our brand new, renewable and biodegradable sugarcane packaging. With further goals to conquer, we are proud to be looking forward to a greener future!

We have all been checking our carbon footprint in the office and looking at ways that we can make ourselves that little more eco-conscious in our own homes. Give this questionnaire a go to find out more ways to reduce your carbon footprint.

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