From low-impact materials to eco-friendly production processes and waste reduction, we’re committed at Wonena to making responsible decisions that protect our planet. But we recognize that sustainability is not just a trend—it's a movement that requires constant vigilance, innovation, and transparency.

In a world where large brands claim to prioritize eco-friendly practices, it's all too easy to get lost in greenwashing. Big retailers often use terms like "sustainable" and "eco-friendly" without delivering on their promises. Major brands like H&M, Zara, and Marks & Spencer have faced criticism for sourcing materials that contribute significantly to environmental harm. A report from The Guardian revealed that these companies were sourcing viscose from factories in Indonesia, India, and China, resulting in significant ecological damage, including water and air pollution. This highlights the ongoing challenge of achieving true sustainability and transparency in the fashion industry.

But the issues don’t stop there. Tragedies like the Rana Plaza disaster, which killed 1,134 people, have revealed the severe risks of poor working conditions in the fashion supply chain. Sustainability is not just about using better materials—it's also about ensuring ethical working conditions and building an industry that values people as much as it values the planet.

At Wonena, we’re committed to reversing these trends by prioritizing sustainability across our marketplace. We understand that implementing a genuinely ecological mindset in business is crucial for the future. Still, we also know that it’s not always easy for the end consumer to understand the impact of their fashion choices.

We’ve created the BIRDWATCHER Planet indicator, which evaluates and grades brands' sustainability efforts. This tool helps our customers make more informed decisions and find clothing that matches their values. The indicator takes into account several important factors that contribute to a brand's environmental responsibility:

• Working Conditions & Labor: Fair, ethical working environments that respect human rights
• Ecological Impact: Efforts to minimize waste, water usage, and pollution
• Sustainable Materials: Use of low-impact, eco-friendly fabrics and production methods
• Responsible Animal Fibers: Ethical sourcing of animal-derived materials, such as wool, silk, and leather
• Transparent Value Chain: Clear, traceable practices from sourcing to finished product
• Design for Circularity & Product Longevity: Clothing designed with durability, repairability, and recyclability in mind
• Commitment to Sustainability: Overall dedication to sustainable practices across the brand
• Responsible E-Commerce: Eco-friendly packaging, efficient shipping, and sustainable e-commerce practices

At Wonena, we continually strive to improve and support brands that are genuinely committed to positively impacting the planet. If you want to dive deeper into our sustainability practices, we invite you to explore our Sustainable Fabrics and Planet-Focused Certifications pages. These resources outline the standards and certifications supporting our validation process, ensuring that the brands we showcase genuinely make a difference.

For further insights, you can read our article on The True Cost of Fashion: Our Perspective here.

Together, we can make fashion more responsible and help protect the planet for future generations.