Finding truly sustainable fashion brands can be a challenge. While many brands emphasize sustainability to meet consumer demands, not all of them follow through in meaningful ways.
Therefore, doing your own research is quite important so you do not accidentally support the wrong brands. However, it is a tedious process made even more frustrating by the practice of “greenwashing,” where brands exaggerate or misrepresent their eco-friendly practices.
Luckily, for those striving to align our shopping with our values, I have found the perfect solution.
Introducing SHADE by SHADY.CLUB.
Sustainable Shopping Made Easy: SHADE
The SHADY.CLUB is a women-owned tech company on a mission to create a more sustainable world through fashion.
Their innovative web extension, SHADE, is designed to combat greenwashing and assist consumers in making more eco-conscious choices.
Using advanced visual AI technology, SHADE can identify sustainable fashion alternatives for specific items through image searches. Additionally, the extension displays sustainability ratings directly on clothing images, providing consumers with valuable insights into how well fashion brands perform in terms of sustainability.
SHADE’s Sustainability
But how does SHADE determine which brands are truly sustainable?
SHADE relies on the sustainability ratings provided by the well-known sustainable fashion database, Good On You. With an extensive methodology, Good On You has assessed over 1000 fashion brands. These ratings stem from in-depth research and analysis, evaluating each brand’s environmental impact, labor practices, and treatment of animals across their entire supply chain. Good On You only uses information available to the public to highlight the importance of transparency.
On their website, SHADE explicitly states that they do not take responsibility for the accuracy of Good On You’s ratings—they solely utilize it as a database for their web extension.
Download SHADE
You can access the SHADE web extension by downloading it from their website or visiting the Chrome Web Store.
However, a quick disclaimer. The current version of the SHADE web extension is in BETA, indicating that it is still undergoing testing and development.
Sources
All pictures link to their source, and all credits go to the rightful owners.
The screenshots are from Zalando.
