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ZaraMia, owner of ZaraMia Ava – a zero-waste exclusive independent label – said: “Quite a lot of fast fashion brands are greenwashing, saying they are ethical and sustainable but are lying just to follow the growing trend. They need to have transparency and credibility.

“More and more brands are understanding the importance of sustainability and consumers are becoming more aware. It’s all about education and for people to see the benefits.”

Another way to take part in shopping for clothes sustainably is by heading to a charity shop, or attending a local Kilo Sale – a preloved sale, bought by the kilo.

ZaraMai said that this is one way of being ethical as it helps the circular economy, and prevents huge amounts of garments from going to landfill.

ZARAMIA AVA has committed to the 2020 Circular Fashion Pledge

We are very happy to be involved with such an amazing initiative to help change the fashion industry, be more sustainable and adapt and improve our methods towards circular fashion.

About the 2020 Circular Fashion Pledge:

The 2020 Circular Fashion Pledgebrings together fashion brands that are on a mission to change the industry. We recognize fashion’s significant contribution to climate change, toxic waterways and ocean pollutants, land use, and more. We know that the culture of low-cost, short-lasting clothing is contributing to tremendous waste all along the supply chain – and in consumers’ closets.

To solve these problems, each brand signatory has committed to taking specific actions in 2020 to lead the industry toward a more circular model. (www.2020circularfashion.com)

Our Commitments

Each of us has committed to taking specific actions in 2020 to lead the industry toward a more circular model. We are collectively committing to address the U.N. Sustainable Develop Goal (SDG) 12.5, to substantially reduce waste generation by 2030.

Specifically, we pledge to at least one of the below actions:

(www.2020circularfashion.com)