The New York Post recently shared a story about luxury fashion brand Burberry, claiming that the company has incinerated about $65 million worth of products over the past five years. For their part, Burberry didn’t refute the claim.
In fact, Burberry claimed that such practices are commonplace in the luxury clothing market and insisted that they use “careful processes” to minimize their waste during the burning process.
Of course, if they actually wanted to minimize waste, they wouldn’t burn clothes at all.
The only apparent reason for this seemingly nonsensical choice is that Burberry does not want to devalue their brand by letting their clothes trickle down into discount stores. An unnamed insider went so far as to say that Burberry doesn’t want their clothes worn by the “wrong people.”
While maintaining a brand image is important for any company, luxury or otherwise, we believe there are ways to safeguard a brand’s identity that aren’t so blatantly wasteful and damaging to the environment.
And what’s worse is that this is evidently a common practice. According to the article, Louis Vuitton is known to burn unsold bags. Cartier and Monteblanc reportedly destroyed $500 million worth of watches over the last two years alone. And apparently 16.5 tons of unsold H&M stock were burned instead of coal in order to power a small Swedish town.
Coal obviously is no good for the environment, but neither is throwing away tons upon tons of manufactured clothes. Surely there’s a more efficient, greener way to put leftover clothing to work (and power a town).
So, the next time you’re considering a luxury brand splurge or a fast fashion binge, do
your research to ensure you’re not buying from a company that actively participates in fashion waste. You have more power as a consumer than you realize. Bookmark this list of 35 Fair Trade and eco-friendly fashion brands as a good place to start your next shopping search.
For our part, we are and always will be fully committed to producing high-quality organic yoga wear right here in the United States. Our eco-friendly yoga clothes are made from organic cotton that is sustainably grown. We have a responsibility to you, to ourselves, and to our planet to create clothing that is built to last. We hope you agree.