Fashion Style with Heart

Fashion show display windows.

Fashion display window via Flickr user Elvert Barnes

What is the leading purchase trigger for consumers? According to Edelman’s annual good purpose study, “47% of consumers have bought a brand at least monthly that supports a cause.” What does that mean for the oh-so-frivolous fashion industry? They’re jumping on the bandwagon. This year, eco-fashion trends made a strong impact on the runway during New York and Paris fashion weeks.

The importance of sustainability and giving back is becoming more mainstream in the fashion arena. Here are six companies that are getting it right:

1. H&M

H&M started their Conscious Collection in 2011, and is set to launch its sustainable denim line worldwide on October 2nd. The company has improved the washing process and is using more sustainable materials. H&M’s garments also include a Clever Care label that allows consumers to visit its website to learn how to minimize their impact on the environment. If that wasn’t enough, the business also started a global garment collection initiative. This initiative allows customers to drop off their used clothing at any H&M location.

2. Pride & Glory USA

This collegiate beauty brand offers products specifically packaged for your university. The customized products are a fun way to show school spirit and, and the company gives back 2 percent of sales from each product to the school’s favorite charity.

3. Michael Kors

Michael Kors partnered with the World Food Programme or WFP. His creative campaign slogan, “Watch Hunger Stop”, tells you exactly what he’s doing. Kors took his best-selling runway watch and put a special edition time piece, blue face and image of the globe. For every watch purchased, $25 goes to feed people.

4. G-Star Raw for the Oceans

Pharrell Williams is using his voice for change. He helped create Bionic Yarn, which is the first high-performance eco-yarn. Bionic Yarn has teamed up with G-Star to create denim and apparel made from plastic that litters the oceans.


Founder Lauren Bush is behind the famous FEED bags. The FEED foundation works through WFP’s school feeding operation. This organization feeds and educates hungry children. Not only can you help feed the over 350 million children that go hungry every day, but the bags are fun and stylish too!

6. Angela & Roi

This boutique quality handbag company unites charity with style. When you shop on its website, the color of bag you choose helps support a cause. The company calls it The Ribbon Project. With every purchase of a handbag, you receive a postcard with a survivor’s story on it. The purpose is to help customers feel inspired to give.

These are just a few of the wonderful companies that support causes worldwide and make an impact. What are some of your favorite companies that give back?

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Ann Gadbury

Ann Gadbury is a Professor of Fashion/Design at Des Moines Area Community College. Prior to teaching, Ann worked in home furniture and decor retail. She holds an MBA from Iowa State University.

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2 Responses

  1. DMACCLeaders says:

    Great points. It is really cool to see what major designers are doing to promote environmental responsibility along with style.

  2. Thank You for including us!!! #beautywithpurpose

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