ETHICAL AND SUSTAINABLE FASHION BRANDS IN SOUTH AFRICA: AN ECO-FRIENDLY CLOSET
Whenever I hear someone talking about the “future of fashion”, I think to myself: but there is no future when we are supporting fast fashion. The future of fashion will only be a bright and beautiful one when we as consumers truly understand the positive impact we can have on the environment and work spaces when we choose to support ethical and sustainable fashion brands instead of chasing after the next latest trend.
I believe a positive step towards an eco-friendly closet is actually knowing the intricacies of the brands you are supporting. And finding sustainable local brands in your area to buy quality clothing from. There is nothing better than not only wearing slow, ethical fashion (yes please!) but also supporting small local business as well (double win!).
If you would like to read more about why fast fashion is detrimental to us and the environment and which fast fashion brands to stop supporting, you can read more here.
In this post, I am so excited to share 3 ethical fashion brands from South Africa who have been so open to sharing transparently about their brand, their eco-friendly values, how their garments are produced and their dream for a more sustainable future in the fashion industry.
WHAT IS A SLOW, ETHICAL & SUSTAINABLE FASHION BRAND?
A sustainable and ethical fashion brand prides itself on ethics that align with taking care of the planet and the people behind the production scenes. The production of their clothing and the resources used in the process are focused on minimizing their carbon and environmental footprint.
SLOW FASHION…
Means producing clothes that are made to last – quality over quantity. Slow fashion brands release smaller collections, less frequently, throughout the seasons. While fast fashion brands can release over 1000 garments each week. Slow fashion encourages customers to buy quality clothing over disposable garments. Timeless pieces over fast-changing trends. And fair-trade production over unethical labour practices.
ETHICAL FASHION…
Focuses on how the clothing is made, the supply chain of the business, safe working environments and fair labour practices for employees. An ethical fashion business will ensure that their workers are treated fairly. They will uphold legal working hours and fair pay. Not only paying minimum wage but living wage. Having an ethical business also means that you as the owner are transparent on where your fabrics are being sourced. And if those sources are aligned with the values of an ethical and sustainable business.
SUSTAINABLE FASHION…
Is all about a garment’s life cycle and whether or not that life cycle, from start to finish, is eco-friendly or has a negative impact on the environment. This includes the type of fabrics used, whether they are natural or recycled, are natural dyes used in the production, and what waste management does the business have in place to reduce their environmental footprint?
The clothes we wear say something about who we are, let’s make sure they’re saying the right thing.”
– Colin Firth
WHY HIGHLIGHTING SUSTAINABLE & ETHICAL FASHION BRANDS IN SOUTH AFRICA IS IMPORTANT:
It goes without saying that South Africa is diversely rich in culture, art and fashion. People from all walks of life across the country have embraced their freedom of expression in an array of creative and beautiful ways. Whether you walk through the streets of Cape Town or Johannesburg or explore the farmers markets along the Garden Route, the sense of fashion here reflects every style imaginable from bright bold colors, to vintage and bohemian, to eccentric runway outfits and simplistic styles.
South African small businesses have an abundance of cultures, people, artists and nature that they draw their inspiration from. I find the essence of small businesses based in SA to be one of creativity, originality and blossoming ideas that are worthy of being reached by both the local community and international admirers.
Slow, ethical and sustainable fashion is making its way into more and more small business in SA. The number of small businesses and fashion designers who are striving for a greener production are growing. And of course that makes us beyond happy to see! Because without them, the only option is buying fast fashion through corporate giants who only see the money and not the destruction caused by their unethical business models.
THE RISE OF ETHICAL FASHION BRANDS IN SA…
Unfortunately, South Africa does not have a thriving textile economy because of the rise of cheap imports and the fast fashion industry. Yet still, I am seeing so many more amazing fashion brands pop up across the country in recent years. Consumers are waking up to the realities of the fast fashion industry. There is a higher demand for sustainable clothing and businesses who are transparent with their customers. And the owners of these businesses are going out of their way to take environmentally friendly steps towards sustainable business practices. Despite the challenges they face along the way. I think it is important to not only note fashion brands who have perfected the values of sustainable garment production, but who are also taking the necessary steps to a greener, more eco-friendly brand. Taking action is better than no action at all.
I decided to reach out to 2 incredible ethical fashion brands based in South Africa who I will share with you today. I believe they deserve recognition for their dedication to a more sustainable future through their creative vision and love for the planet. After sending a mini interview to the founders, I gained a deeper insight into their production and how their business supports sustainability.
And if writing this blog and sharing it with the world even changes just one person’s mind to rather support a more eco-friendly and ethical clothing brand, then it was worth every tap of my keyboard.
SUNSARA BOUTIQUE
Let me introduce to you the magic that is Sunsara Boutique. Sunsara started in the streets of Hoi An, Vietnam. And has journeyed all the way home to Cape Town, South Africa, where all of their garments are locally made. We are truly in awe of how beautiful their designs are – with soft flowing fabrics and stunning patterned details.
From the founder and designer of Sunsara herself, Dahna Harvey: “Inspired by my travels across Asia, South America, and Europe, my designs weave together the textures, colors, and stories I’ve encountered along the way.”
This brand prides itself on sustainability and empowerment – the core of their business. Both of which are reflected in their business practices which we dive a little deeper into below.
WHAT KIND OF ECO-FRIENDLY NATURAL FABRICS DO YOU USE?
“100% Bamboo (we are the only ones with this fabric in Cape Town and I bring this in from Asia myself), Linen and Cotton. We use coconut shell buttons, cotton labels and cotton packaging (tote bags) so no plastic used.”
DO YOU DYE YOUR CLOTHING NATURALLY?
“Not yet – we would like to – but this is difficult to find and can often mean dyes will leak and run when washed. We would like to find some more natural dyes in the future for sure.”
WHAT SUSTAINABLE WASTE MANAGEMENT DO YOU HAVE IN PLACE?
“We only make a small batch of each design so there is never any waste. We use left over fabric to make hair scrunchies, bags and small items so no fabric is wasted.”
Sunsara are dedicated to maintaining their boutique essence to avoid mass-production of their garments. We love this!
WHERE DO YOU SOURCE YOUR FABRICS/CLOTHING FROM?
“Our Bamboo is from Vietnam. The rest is locally sourced. Although the South African textile industry has closed down as they can’t compete with the lower costs of imported fabric. So, sadly most fabric available locally here does come from overseas (our printed cottons come from Spain). But we do try support local where we can.”
WHAT IS YOUR WORK SPACE ENVIRONMENT?
“I am the founder and designer, I work from home on my own. I do have a team of two wonderful sisters (Tash and Sam) who run my social media and website – they’re amazing! Their business is called Social Sisters. I have three tailors who are all women doing the tailoring – they all dictate their prices, work from a studio space in their homes and I ensure they are always paid on time and happy with the exchange.”
WHAT DO YOU DO WITH ANY STOCK THAT ISN’T SOLD?
“We keep it for the next season and sell it at a discounted rate or donate it.”
WHERE DO YOU SELL YOUR CLOTHING? HOW CAN CUSTOMERS FIND YOUR BEAUTIFUL PIECES?
“You can buy directly from our Sunsara Boutique website. We also sell our garments at 3 stores in Cape Town:
Eat Surf Yoga in Glencairn
Sana in Kalk Bay
Caroline’s in Noordhoek.
I’m hoping to get into the Waterfront or town soon.”
WHAT IS YOUR MESSAGE TO HELP INSPIRE PEOPLE TO BUY SLOW ETHICAL FASHION INSTEAD OF FAST FASHION?
“It’s time we start wearing our values. We’ve become conscious of the chemicals in our food, skincare, and cleaning products—now we need to bring that same awareness to our wardrobes. What we wear matters. Choosing clothing that’s kind to our bodies and gentle on the Earth is not just a personal act, it’s a legacy for future generations.
Let’s make sustainability irresistible. Let’s make it sexy.”
SUNSARA BOUTIQUE INSTAGRAM
SUNSARA BOUTIQUE WEBSITE
We love that Sunsara also offers custom made wedding garments. Made from their beautiful natural fabrics that will bring your dream to life. You can even do a virtual try-on of Sunsara Boutique’s clothing on their website. How cute is that!
“Every piece is made with love and intention, designed to bring sensuality, confidence, and comfort to your everyday life.
– Dahna Harvey, Founder of Sunsara Boutique
Join me on this journey of conscious fashion, where style meets soul.”
MELLA MOON
Mella Moon is the essence of comfort meets sustainability. I am so excited to introduce to you a brand birthed out of love for both comfort and quality clothing.
I asked the founder, Melanie Rayner, to tell us the story of Mella Moon. Her story is as inspiring as it is moving to hear the journey that brought her vision to life and I am amazed at her knowledge of textiles, sustainability and the fashion industry.
INTRO TO MELLA MOON:
“I started Mella Moon in July of 2020 (in the midst of Lockdown). Initially it began as an idea to create the perfect pair of leggings. I had always loved wearing leggings and struggled so much to find quality leggings that retained their shape, weren’t see-through, and were made from natural fibres (always had a dislike for synthetic textiles).
Through a lot of research I found that if I wanted to make the perfect leggings – I had to develop the right textile. So, I began reaching out to local textile mills. As I had an idea on exactly the weight, density, texture and stretch I believed would be the appropriate for the fit and feel I wanted out of a quality pair of leggings. I have a background in fashion design and production, so this textile knowledge was already imparted.
I partnered with a local mill who had just began experimenting with bamboo yarn, and asked if I was keen to embark on this journey with them, and so the process began. So ideally, Mella Moon was born out of a love for comfort. A desire to find the perfect ensemble for everyday wear – soft, comfortable, breathable clothing.
It began as a journey to develop the ultimate pair of leggings. Natural fibre, buttery soft, Stretchy leggings, that hold their shape and most importantly, are thick enough to not be see-through. Designing and developing the perfect leggings lay in curating the perfect textile. Bamboo.”
WHAT KIND OF ECO-FRIENDLY NATURAL FABRICS DO YOU USE?
“We primarily work with a locally knitted bamboo-lycra blend – uniquely developed for Mella Moon. Bamboo does have some sustainable properties, but nothing is 100% sustainable. The lycra component in our fabric is synthetic, but is necessary for the amazing stretch and recovery properties that it provides to give us such luxurious and well fitted leggings. The bamboo then offers immense softness and breathability.
Our cotton pieces — like the palazzo pants — are 100% cotton. Also locally knitted. Here, our sustainability drive is behind the local development of textiles. The process of near-shoring our supply to specifically local textiles mills not only supports our own growing industry in south Africa, but eliminates the carbon emissions associated with global imports.”
DO YOU DYE YOUR CLOTHING NATURALLY?
“Our bamboo fabrics are dyed using low-impact, OEKO-TEX certified dyes through our local dye house in Cape Town. While we don’t currently use fully natural plant-based dyes, we aim to balance vibrant, long-lasting color with safer dye processes certified through Oeko-Tex 100.
On that note, however, I am currently studying a postgrad in textile development and innovation. And part of my studies include the exploration of natural dyes from waste materials – such as fruit peels and plants. Unfortunately the reality of natural based dyes is that they lack longevity. Research into the fixative processes are still underway, and so often natural pigments tend to fade and wash out quite quickly. This is an areas of interest that I intent to explore further in my postgrad studies.”
WHAT SUSTAINABLE WASTE MANAGEMENT DO YOU HAVE IN PLACE?
“This is an area of fashion production that brings me a fair amount of pain. When cutting and making garments, textile waste is inevitable. For years I hoarded every single off-cut, unable (well, unwilling) to throw anything away. Over the years, I’ve done various little up-cycles with pieces. From scrunchies, to shredding pieces and creating stuffing to pet beds that I would make and donate to local animal shelters.
Lately my waste is being held onto for a weaving project I’m working on – knotting and waving fabric scraps into decorative rugs and baskets.”
WHERE DO YOU SOURCE YOUR FABRICS/CLOTHING FROM?
“All our fabrics are sourced locally within South Africa. Mostly from Cape Town based knitters and dye houses. We keep our supply chain as close to home as possible to reduce our carbon footprint and to our support local textile economy.”
WHAT IS YOUR WORK SPACE ENVIRONMENT?
“Over the years my work space has taken different forms. Starting in my living room, growing into a shared studio space I rented with other artisans, and is currently now back in my home, taking up my spare bedroom. I’ve expanded to a point to be outsourcing portions of my production in small, infrequent batches. For the most part I still cut and sew custom orders myself.
It’s been a slow journey of growth, with many ups and downs. Entrepreneurship is not for the feint of heart. But I am passionate about it, and I intent to grow it to new heights.”
WHAT DO YOU DO WITH ANY STOCK THAT ISN’T SOLD?
“Because I predominantly make to order, there is rarely leftover stock. However, every now and then i predict the wrong color direction and am left with excess stock. I often end up dying that fabric black, as that is a color that always sells. One year or so back I made up some stock for a market, and those colors didn’t sell well. I ended up tie dying the pieces an that worked quite well. People really responded to that, and I managed to sell most of them.
Unsold stock usually just sits in my stock cupboard. And once a year I have a big discount sale to try get pieces moving. Its never big volumes though – a few units here and there. There is no mass production, so overstocking is not a big issue for my small business.”
WHERE DO YOU SELL YOUR CLOTHING? HOW CAN CUSTOMERS FIND YOUR BEAUTIFUL PIECES?
“Our clothing is available online via www.mellamoon.co.za. We occasionally take part in local Cape Town markets or pop-ups when the stars align.”
WHAT IS YOUR MESSAGE TO HELP INSPIRE PEOPLE TO BUY SLOW ETHICAL FASHION INSTEAD OF FAST FASHION?
“I am a huge supporter of supporting local. Historically South Africa used to have a booming clothing and textile sector. Unfortunately, with our democracy came alliances to international partners who offered faster, cheaper production. Which ultimately saw the demise this industry in our country. Since covid, the local clothing and textile sector started up again, and is going quite strong. Consumer sentiment has changed and the narrative to support local is stronger than ever. It has the potential to impact so many lives in our country – providing employment and economic growth. This is the message that I find myself telling a lot of people when they ask me about slow fashion.
Supporting small local businesses is the heart of sustainability. Good for you, good for our people, good for our economy and good for our planet. Clothes made with intention, crafted by real people, just trying to live their lives and maintain their own wellbeing, just like the rest of us.
Behind every item of clothing you buy, is a real person who made it – someone who deserves to live with integrity. Keep that in mind every time you want to buy a fast fashion item for R50. Someone somewhere is paying for it, and not in a good way.”
MELLA MOON INSTAGRAM
MELLA MOON WEBSITE
“We are a South African-based leggings brand that stands out for our commitment to sustainability and slow fashion.”
– Melanie Rayner, Founder of Mella Moon
WABI SABI COLLECTIONS
Mindfulness, sustainability and empowerment are at the heart and soul of the beautiful slow fashion brand, Wabi Sabi Collections. We have been so lucky to ask the founder, Jamie-Lea Friedman, a couple of questions about her brand and the ethical values that her clothing reflects in today’s fashion world.
Even just looking at the Wabi Sabi designs, colors and fabrics have me feeling so grounded. They carry such a natural, earthy feel while still fitting so beautifully on women. There is nothing we love more at Echo Soul than clothing that is not only good for the earth but also for our bodies. And Wabi Sabi Collections is everything we dream our closet to be!
INTRO TO WABI SABI COLLECTIONS:
Wabi Sabi Collections is a slow fashion brand inspired by the beauty of nature’s imperfections. They believe in creating timeless, thoughtfully crafted pieces that are made to last—each designed to channel the effortless elegance of the natural world.
Their collections are made with a mindful selection of fabrics, chosen not only for their quality and sustainability but also for the unique frequencies they carry. Each material resonates with its own energy, from the grounding warmth of organic cotton to the soothing touch of bamboo lycra. These fabrics are not just chosen for their beauty, but for their ability to nurture both body and soul.
Wabi Sabi Collections create in limited quantities, ensuring that they reduce waste and avoid contributing to the harmful effects of fast fashion. From eco-friendly materials to waste reduction, they are committed to sustainability.
At the heart of their brand is a focus on empowering women. They design with intention to help every woman feel confident, grounded, and uniquely herself. Their earthy color palette, drawn from nature’s calming hues, brings a sense of peace and balance, reconnecting women with their true essence.
Wabi Sabi Collections blends style, sustainability and self-expression, proving that true beauty lies in imperfection—both in nature and in ourselves. By embracing the natural frequencies of the fabrics they use, they cultivate a future where both women and the planet can thrive.
WHAT KIND OF ECO-FRIENDLY NATURAL FABRICS DO YOU USE?
“We use sustainably sourced bamboo lycra, 100% cotton gauze and 100% Kala cotton (handloom cotton).”
DO YOU DYE YOUR CLOTHING NATURALLY?
“We use natural dyes as well as GOTS certified dyes.”
For example, their Ukiyo Dress/Skirt is naturally dyed with catechu powder, resulting in a beautifully unique sand brown color. This color is made through an ecological hand dyeing process.
WHAT SUSTAINABLE WASTE MANAGEMENT DO YOU HAVE IN PLACE?
“Wabi Sabi is only about one years old, so for now, I keep the scraps at home intending on recycling every piece into either art or one of a kind garments.”
WHERE DO YOU SOURCE YOUR FABRICS/CLOTHING FROM?
“All of our fabrics are sourced in India and locally in South Africa. Our garments are made with love here in Plettenberg Bay South Africa.”
WHAT IS YOUR WORK SPACE ENVIRONMENT?
“I am a sole proprietor, meaning I have not hired anyone to work for me. I source the fabrics, design the garments and work with a well known seamstress in Plettenberg Bay.”
WHAT DO YOU DO WITH ANY STOCK THAT ISN’T SOLD?
“We focus on making small quantities of garments as I strongly believe in making sure not to contribute to clothing landfills. If we still have pieces that have not sold we usually do a sample sale and every time we have zero stock left, which is great!”
WHERE DO YOU SELL YOUR CLOTHING? HOW CAN CUSTOMERS FIND YOUR BEAUTIFUL PIECES?
“We sell our garments online, at Mulberry Boutique shop in Plettenberg Bay and at holistic festivals like Festival of Friends and Markets.” You can keep your eye on Wabi Sabi’s socials for market and festival updates!
WHAT IS YOUR MESSAGE TO HELP INSPIRE PEOPLE TO BUY SLOW ETHICAL FASHION INSTEAD OF FAST FASHION?
“Embracing Nature’s Chaos – means accepting that beauty grows slowly, imperfectly and sustainably and that’s exactly why slow fashion works. Instead of chasing constant newness, slow fashion lets clothes age, shift and gather stories the way nature does. When we choose pieces made with care, repair what worn, and celebrate uniqueness, we align ourselves with natures rhythm.”
WABI SABI COLLECTIONS INSTAGRAM
WABI SABI COLLECTIONS FACEBOOK
WABI SABI COLLECTIONS WEBSITE
“We believe in creating timeless, thoughtfully crafted pieces that are made to last—each designed to channel the effortless elegance of the natural world.”
– Jamie-Lea Friedman, Founder of Wabi Sabi Collections
SUPPORTING SLOW, ETHICAL & SUSTAINABLE FASHION IS MORE IMPORTANT THAN EVER…
There is just an energy about you when you know you have bought your clothes from a business who cares about you, your health, the planet and the people behind the scenes who turn the vision into tangible, wearable art.
I feel like people have forgotten that designing and making clothes is literally art – why? Because of the throw-away culture that fast fashion brands have created today. Clothing in the fast fashion world is not seen as art, but rather as disposable. Because of the quick-changing trends and clothing hauls, it seems so easy to create new designs daily and thoughtlessly pump out 1000s of garments each week. But that is not the reality of small businesses who actually care about the future of fashion and the impact that this industry has on the earth and its limited resources.
When a country like France implements laws to combat fast fashion brands and demand transparency from fashion giants like Shein and Temu, then you know that this is a major global issue that demands attention and immediate change.
WE CAN BE CONSCIOUS CONSUMERS, EVEN IF WE AREN’T PERFECT…
The best thing that we can do as consumers to encourage a more sustainable future is to support slow fashion brands that hold these ethical values at the core of their business.
You really do just glow differently when you know where and how your clothing is made. When your clothes are made with natural fabrics you even feel healthier. Like your body knows you are taking care of it through the materials you wear.
I have so much hope for the fashion industry. And how sustainable, ethical fashion is making waves across the world, even in South Africa. I encourage you to take a deeper look into the slow fashion industry that is on the rise in South Africa. There are so many unique brands creating positive ripples in the industry, with an array of styles, that you can feel good about supporting and wearing.
“Ethical fashion is the recognition that there are human beings behind the clothes that we wear.”
– Elizabeth Joy
