Sustainable Logos is the New High Fashion Trend - Yellowbrick Marketing (2024)

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• Published:March 28, 2022

• By:Yellowbrick

Ethical awareness in the fashion business has a long and divisive history. The industry has been criticized for many issues ranging from worker exploitation to animal cruelty. One of the more discussed issues is fashion’s impact on the environment. It has been reported that fashion is responsible for 10% of human-caused greenhouse gas emissions 20% of global wastewater and uses more energy than the aviation and shipping industries combined.

Global warming and the effects of pollution have become more prominent talking points in the media and politics. Fashion companies have tried to reinvent themselves as eco-friendly to appeal to the more socially conscious buyers of Gen Z. Some brands have pledged to adopt transparency practices in terms of their production process. In contrast, others point to sourcing natural and biodegradable materials. Luxury and high fashion have been slow to acknowledge the shift in the industry, despite more scrutiny on account of being visible and well-known brand names. However, a few notable brands have sparked interest with a new trend that leverages simple messaging to inform consumers and quiet critics.

Prada Launches Re-Nylon

In December of 2021, Prada filed trademark paperwork for a logo for their Re-Prada line. Re-Prada pieces are made from Econyl. This material is made from upcycling nylon waste disposed of clothing, fishing nets, and carpets. Nylon accounts for about 10% of ocean pollution. Prada first experimented with Econyl in 2019 with a six-piece capsule release. Afterward, Prada committed to converting all of its nylon items to the material by the end of 2021.

Moncler’s Born to Protect

A month earlier, Moncler released a collaboration with Palm Angels. Several pieces from the line brandished a new logo incorporating the classic recycle signage. In addition, Moncler touted that shirts and puffer vests and coats were made using Econyl, organic cotton, and recycled polyester. Buttons and zips on these items are made with recycled metal. The brand claimed that the logos were part of their ongoing sustainability project, Born to Protect, launched in 2020.

Louis Vuitton Remixes Virgil’s LV Trainers

Louis Vuitton has also leaned into sustainability logos. For example, the brand released five new colorways of Virgil Abloh’s LV Trainers silhouette in their Spring/Summer 2021 collection. The sneakers are “upcycled” using old pairs of LV trainers. In addition, they are branded with a revamped LV logo with recycling arrows, similar to Moncler’s design.

What Happens Next?

It remains to be seen whether sustainability logos will emerge as an industry standard or fall off as a temporary marketing ploy. However, buyers are making their priorities clear and spending accordingly. Brands of Moncler and Prada’s caliber have enough power to reshape industry practices and spearhead meaningful change. Although this is a significant step in the right direction, luxury brands need to reconsider the overarching role that materials play in their production process and the environmental indications.

Prada stands out in its commitment to replacing traditionally accepted materials with natural materials that are eco-friendly. However, as long as brands treat sustainability as a separate project instead of integrating practices and materials into their main products, capsules and one-off releases will only serve as bandaids over bigger issues. In recent years, luxury brands have hired sustainability managers and directors. Perhaps as labels embrace modern ideals and continue to bring in experienced people and grow their internal departments, they will make more informed decisions when selecting materials.

For more information on sustainability in fashion and eco-friendly careers in the industry, download Yellowbrick’s Ultimate Fashion Career Guide.