Everlane’s plastic-free pledge comes at a critical time for fashion and sustainability

Glossy – Everlane is the latest fashion brand to announce plans to remake its supply chain in a more sustainable way. At an event on Tuesday evening hosted by Everlane founder Michael Preysman, along with investors Natalie Massenet and Nick Brown, the brand announced that by 2021, it plans to completely eliminate the use of all non-recycled plastic in its products. As reported by Women’s Wear Daily, the event was also an occasion for Everlane to show off its ReNew blankets and fleeces, which are made with recycled plastic.

“Everlane’s commitment to be completely free of virgin plastics by 2021 is socially responsible, and it aligns well with the growing population of environmentally conscious consumers,” said David Naumann, vice president of marketing at BRP, retail consulting firm. “Many of these consumers are very passionate about the negative impact we are having on the environment.”

As customers become more conscious, brands that flagrantly disregard concerns for the environment risk appearing ignorant at best or callous at worst. Reducing fashion’s frankly terrible impact on the environment is not only a moral and ethical obligation, it can also be good business sense.

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