10 ethical fashion brands millennial conscious consumers can buy from online

Millennials can't afford homes because they eat too much avocado toast. They're killing casual dining chains like Applebee's and Buffalo Wild Wings. And, did you hear that they're the reason for the downfall of American cheese?

For all of the bad press, there is one thing that everyone agrees millennials are doing right: online shopping.

How ethical fashion is growing in Asia-Pacific

Not only are they ruling the direct-to-consumer market, millennials are now far more conscious as consumers than their predecessors. These discerning shoppers look for more than just quality when buying – they want to know that the brands they're shopping from not only make a good product, but also make a positive impact. A 2015 Nielsen Report found that 66 per cent of consumers were willing to pay extra for products from sustainable brands, while an even higher 73 per cent of millennials said the same thing.

For millennials, buying is more than just a transaction, it's a chance to make an impact. That desire to do good translates to shopping from brands whose missions offer transparent, ethical business practices, use sustainable materials, and are aware of their social impact. Millennials want to buy from brands whose values they can get behind – and they're willing to pay a little extra for it, too.

Here are 10 ethical picks:

Reformation

If you're looking for trendy, but effortlessly cool womenswear, you'll want to join the ranks of celebrities, influencers, and trendsetters that call themselves fans of the Reformation.

You’ll feel good shopping here because Reformation is making sustainability cool again. Its pseudo-motto, “Being naked is the number one most sustainable option. We're number two,” alludes to their environmentally conscious ethos. The brand recognises the environmental impact of the fashion industry and, in turn, aims to be more thoughtful about how it makes its pieces. It frequently releases new, sustainable lines, like its conscious cashmere – pieces made with 70 per cent recycled fabrics. Each quarter, the company releases a sustainability report outlining their current and future efforts in sourcing sustainable materials, ethical factories, and reducing its carbon footprint. Its commitment to social and environmental responsibility is anything but a phase.

Everlane

If you're looking for modern but timeless wardrobe essentials minus the traditional industry mark-ups, you'll want to try Everlane.

You'll feel good about shopping here because of Everlane's commitment to transparency. It's committed to sourcing high-quality materials and finding ethical factories. In the name of transparency, Everlane shares all of this information with its customers. Everlane makes clear the costs of raw materials, labour, transport, and every other step, so shoppers know exactly what the profit margins look like. Recently, it launched an outerwear collection made with recycled plastic bottles, taking a big step towards making sustainability and reducing waste another important part of its mission.

Boll & Branch

If you're looking for luxuriously soft bedding, pyjamas, and towels made from Fair Trade organic cotton, Boll & Branch should be your go-to.

You'll feel good about shopping here because the materials used in the products are better for you and the ethical supply chain is better for everyone. Everything from Boll & Branch is made with organic long-staple cotton (no harmful pesticides) and is GOTS certified, which means its whole production process is considered organic, too. It also boasts a Fair Trade certification, indicating that it supports ethical wages and working conditions. Its traceable supply chain, all the way back to the origin of its cotton, gives you the peace of mind that its products are safe and have been made responsibly.

Pact

If you're looking for some comfortable, affordable basics to add to your wardrobe, Pact is a great place to start.

You'll feel good about shopping here because the products are made from certified organic cotton in Fair Trade factories. Pact wants shoppers to think thoughtfully about the impact of their purchases, and it's making that easier by offering more transparency. They centre the concept of “kindness” in everything they do – from making products that are kinder to your skin (no chemicals, harsh dyes, or pesticides) to working with Fair Trade factories that treat workers well.

Patagonia

If you're looking for high-quality outdoor gear and activewear, with the added bonus of giving back to the outdoors, shop at Patagonia.

You'll feel good about shopping here because Patagonia is a brand that's been environmentally friendly from the start. Patagonia's founder wanted to share his passion for the outdoors, making clothes fit to explore nature and choosing a mission that aimed to preserve it. Since the early stages, Patagonia has been donating one per cent of sales (or 10 per cent of profits – whatever's larger) to environmental activism. The brand is also active in supporting grass roots movements and environmental campaigns, as well as trying to improve its manufacturing process.

Bombas

If you're looking for socks that are uniquely engineered to solve common annoyances and deliver superior comfort, go with Bombas.

You'll feel good about shopping here because Bombas is dedicated to giving back to those in need. When the Bombas founders heard that socks are the number one most requested clothing item at homeless shelters, they knew they had to do something. That's why for every pair of Bombas sold, another pair is donated. Bombas even engineered the socks it donates to specifically fit the needs of those who don't have the luxury of washing their socks everyday – that means a darker colour that doesn't show wear as easily and an anti-microbial treatment. To date, Bombas has donated over 14 million socks through its community partners across the United States.

Cuyana

If you're looking for timeless silk, leather, cotton, and cashmere pieces to build the foundation of your wardrobe, shop with Cuyana.

You'll feel good about shopping here because Cuyana's fewer-better philosophy is embodied in everything the brand does. From sourcing the best materials and craftsmanship to working with family-run artisans around the globe, each piece is made very thoughtfully. It's the antithesis of fast fashion – all you need is a few great pieces of better quality. Cuyana is also working to spread its minimalist message with the Lean Closet initiative, encouraging customers to simplify their wardrobes and sell old pieces of clothing. It's also working to empower women by donating to H.E.A.R.T., a foundation that provides services to help survivors of abuse get a fresh start.

Naadam

For high-quality cashmere that's cruelty-free, look no further than Naadam.

Sheep tail fat, yak milk, pine tar – natural skincare from Mongolia

You'll feel good about shopping here because of Naadam's mission to democratise and revolutionise cashmere. It does this by choosing cleaner manufacturing processes and working with nomadic herding families in Mongolia.

Almost all cashmere from Mongolia is organic, but most is not environmentally sustainable, which is why Naadam is so focused on how its product is made – from both a sustainability and human rights standpoint. By investing in their goats and herders – Naadam pays herders 50 per cent more than most brands and also provides livestock insurance and veterinary care – Naadam has access to high-quality cashmere (and other materials) that it can sell without the traditional mark-ups, but is still super soft.

Wildfang

If you're looking for androgynous and non-binary styles made to fit female or feminine bodies, you'll love Wildfang.

You'll feel good about shopping here because Wildfang is a female-founded, women-run business that fights for what its founders believe in. Since its inception, Wildfang has been an ethically driven brand – raising money and drawing attention to issues it's passionate about. In 2018, Wildfang gave over $400,000 back to myriad charities, including Planned Parenthood, the ACLU, and RAICES, among others. Each month, it opens up one of its stores to hold a Free Speech event, offering an inclusive, safe space for people to speak on issues they care about. Wildfang's clothing is all about free self-expression, and its values clearly follow suit.

Allbirds

If you're looking for seriously comfortable shoes that are softer than anything you've worn before, go for Allbirds.

You'll feel good about shopping here because Allbirds co-founder Tim Brown has reimagined the materials we use to make shoes and made them sustainable. Growing up in New Zealand, he was surrounded by merino wool, and curious as to why the footwear industry wasn't taking advantage of the sustainable resource. So, he took advantage of it himself, making supremely comfortable shoes from natural materials, like the familiar merino wool. The company also makes its EVA foam out of sugar cane, and did not patent the material in hopes that other companies would follow suit and use its formula to make more sustainable footwear.

Allbirds is a certified B Corp, meaning it meets the highest standards for transparency, accountability, and social and environmental performance. Beyond Allbirds' commitment to the environment, it's committed to helping others, too – the brand donates lightly used shoes to people in need around the world through Soles4Souls.