Sustainability and fashion often go together like water and oil. After all, it’s an industry continually criticised for trying to cover up the often devastating impact it has on the planet and its people, which, according to the UNEP (United Nations Environment Programme), includes being the second-biggest consumer of water, contributing to 2–8% of global carbon emissions and being responsible for 24% of insecticides, among a long list of other issues.

So, when fashion brands boast about their sustainability credentials, it’s unsurprising that these claims are often taken with a grain of salt, with ‘greenwashing’ becoming a go-to term. One solution, however, seems to be making headway in solving consumer trust in fashion sustainability claims and, despite being nearly 20 years old, is starting to gain a lot of traction: B Corp certification.

“B Corp certification for fashion brands is like getting a gold star for being ethical,” says Bianca Foley, founder and editor of Sustainably Influenced. The nonprofit network, founded in 2006, provides a list of requirements to ensure businesses are meeting high standards of accountability and transparency on criteria such as supply chain, materials and employee satisfaction. 

“It is the best certification the industry has come to scale lately,” shares Tanya Mulesa, co-founder of circular fashion app Cicon and contributor to the Institute of Positive Fashion. To receive the certification, brands need to go through the ‘four steps of B Corp certification’ across governance, treatment of employees, community, environment and customers, she adds. “One of the requirements is to prove that these impacts are a part of the brand’s business model and not just a communication tool” to tackle the greenwashing issue.

“For us, being B Corp certified means playing a vital role in a global movement where people utilise businesses to construct a more inclusive, equitable and regenerative economy for both people and the planet,” shares Taciana Abreu, head of sustainability at Farm Rio. “Our efforts to obtain the certification started in 2016. Since then, we’ve worked hard to develop strategies, implement initiatives, make concrete changes in our everyday activities through our people, circularity, nature and culture pillars, and focus on what leads us to be a better company, for our team, society and the environment.

“It was a process that took us more than six years, and it was not easy, but we see this achievement as just one more step in our journey to become a more responsible brand,” notes Abreu on the challenges of receiving B Corp certification. Although, with so many fashion brands becoming incredibly savvy about their sustainability claims, can it be completely trusted by consumers? 

Foley adds: “​​It’s gaining lots of respect in the fashion industry as companies aim to do good alongside make money, but it is only one piece of the ‘ethics’ puzzle (alongside tighter government back regulations and other certifications). There have been questions as to whether the certification is flawed, as it leaves the choices of sustainable goals in the hands of the businesses themselves, but for me, when it comes to fashion, if a brand has taken the time, effort and cash to become certified, it gives me the confidence to shop with them.” 

So, it certainly seems like the best sustainability solution available in the industry so far, and looking out for the B Corp logo could steer you in the right direction when choosing the brands you want to support. 

Images: courtesy of Farm Rio