Since 1978, Ugg’s classic shearling boots have been sourced from sheepskin. Now, more than 40 years later, the brand has realigned its ethos to not only be a brand synonymous with a cool California style, but also sustainability and animal welfare. Over the last few years Ugg has taken several sustainable initiatives from ensuring that their suppliers are compliant with their Ethical Sourcing and Animal Welfare Policy to launching vegan Uggs made from plant-based materials. In October of 2021, their latest sustainable initiative will be a collaboration with the Council of Fashion Designers of America ( CFDA ) to enhance designers’ access to a sustainable supply chain. Dubbed the Material Hub, the platform will look deeper into sustainable materials and connect vendors and designers.
We have the obligation to advance sustainable business practices, particularly when it comes to the environment.
Why Do Materials Matter?
It’s no secret that a brand’s first obstacle when making a sustainable product begins with the source material. Many of the questions that we ask ourselves as conscious consumers when trying to choose the best sustainable product are the same that brands must ask before designing a product. Is the material recyclable? Is it organic? What dyes have been used and are they non-toxic? From there transportation, carbon emissions and cost must be taken into account. Yet, these are just a few of the questions that brands must consider and answer when choosing materials for a product that will have a smaller impact on the environment than its conventional components.
One example of a conventional versus sustainable material is cotton. Cotton is a thirsty and pesticide heavy crop. This results in soil degradation from exhausting the land and polluting the soil and water from the runoff of pesticides. There is also the issue of water scarcity. Cotton farming uses such large quantities of water that have shrunken water sources like the Aral Sea. By choosing organic cotton a brand is able to use 90% less water and choose a crop that doesn’t rely on pesticides that could damage the environment.
When designers are aware of their impact and have access to make sustainable choices, it allows them to make products that are truly sustainable… and not just greenwashing for consumers who care.
Ugg’s Materials
Ugg began as an Australian/ Southern Cali brand that focused on luxurious materials. Over the years that focus has shifted to materials that are both good quality and luxurious. What were once simply sheepskin, leather, sued, wool and cotton have become carefully chosen materials to ensure animal welfare standards are met and that the environmental impact is minimized.
All animal hides used in their products are byproducts of the meat industry. To date 97% of their sheepskin is sourced from the Leather Working Group certified tanneries. The brand has also invested in recycled materials. Repurposed wool has been used in their products.
With the launch of vegan Uggs, the brand has also made a commitment to using plant-based materias like Tencel and sole materials that aren’t plastic-based, but instead are made from sugarcane. Other plant-based that have a smaller impact are hemp, which made its way into the Neumel Natural shoe.
What The Platform Will Do
Bringing their company knowledge of sustainability along with the CFDA will allow two industry-leading brands to help more brands learn about and find sustainable materials. By encouraging and strengthening the relationship between sustainable vendors and designers, the platform will help both companies reach their own sustainable goals through partnerships with the United Nations.
For conscious consumers, this partnership will hopefully make it easier for more brands to take sustainable initiatives to offer better versions of their products that harm the environment less, while continuing to offer the quality and performance customers expect.
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