The Good Goods, the brand directory that dresses you ethically

A growing number of brands playing the eco-responsible card are emerging.

The Good Goods helps you spot them.

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• “Made in France”, recycling, social commitments, organic materials… For three years, The Good Goods has listed eco-responsible textile brands in its online directory, which it classifies according to eleven criteria.

• This reverse directory has a hundred brands.

  Victoire and Thibault Satto, co-founders of The Good Goods, continue to expand it and have just associated it with an interactive map of shops where you can find eco-responsible items.

• The stakes are high.

  Ademe ranks the fashion industry among the most polluting on the planet.

  And while more and more brands are playing the eco-responsible card, spotting them is not always easy.

You may know the "French Brief" ... Skillful in its communication, the French company has drawn media attention several times to its underwear and accessories, the knitting of the yarns and the making of which are made in France.

Less than 250 km from you, thanks to a network of twenty-nine partner workshops in France, the brand promises, which intends to reduce its environmental and social impacts as much as possible.

A UFO in the world of fashion?

Less and less, assure Victoire and Thibault Satto.

Brother and sister, the two Niçois launched The Good Goods three years ago, a digital media specializing in eco-responsible fashion and lifestyle.

With the idea, precisely, to identify and present eco-responsible brands in France.

"Made in France", recycling, "upcycling" ...

Their directory of ethical brands now has around 100.

There are those, like the French Slip, which are "made in France", such as men's clothing from Montlimar, or at least in the "made in Europe".

Others stand out for their concern to incorporate recycled materials into the manufacture of parts.

Sneakers from Jules & Jenn for example, or those from Panafrica.

Still others rely on upcycling by recovering already worn clothes or unsold stocks * to make new pieces.

This is the case with Tranz'at, a women's fashion brand.

And some stand out because they promote craftsmanship, only use organic and non-toxic materials, rent their clothes rather than sell them, guarantee full traceability of the manufacturing steps and the materials used. ...

The brands are thus classified according to eleven criteria, most of them by checking several at the same time.

Then it's up to you to select the values ​​that speak to you the most.

One thing is certain, in this directory, there is something to dress from head to toe.

“We even have a jewelry section, another on periodic protection, but also some sports and yoga articles,” says Victoire Satto.

From the impacts of the cotton field to the washing machine

In a way, The Good Goods reverse directory is reminiscent of what several applications (My Label, BuyOrNot, EthicAdvisor, Green Code, etc.) seek to do in food, by informing consumers of the impacts societal and environmental products on the shelves.

The Good Goods is not the only one to try to transpose the concept to the world of textiles.

The Clear Fashion app also does this in its own way (see the video below).

The stakes are high in any case.

The Environment and Energy Management Agency (Ademe) is making fashion one of the most polluting sectors on the planet.

It emits 1.2 billion tonnes of greenhouse gases each year, she specifies in her note published in June 2018. That is to say about 2% of global greenhouse gas emissions.

A percentage that could climb to 26% in 2050 if current trends in clothing consumption continue.

So much for greenhouse gas emissions.

The textile industry has other environmental impacts.

These are the pesticides and the plentiful water used to produce cotton, the chemicals to dye textiles, the thousands of miles traveled to transport clothes from manufacturing plants to stores, not to mention the microplastics that escape textiles. synthetic with each wash and end up in the oceans ...

"Five to ten new brands every month"

Things are gradually changing, however, observes Victoire Satto.

She speaks of a first awakening of consciousness, in 2013, after the collapse of Rana Plaza.

The building in the suburbs of Dhaka (Bangladesh), in very poor condition, housed several garment workshops working for various international clothing brands.

This disaster, which killed at least 1,135 people, then shed light on the social impacts of the fashion industry, its other big black spot.

This first wave of awareness - "a little timid", says Victoire Satto - has succeeded a second, more significant, in recent years.

"The Covid-19 pandemic has strengthened it a little more," continues Victoire Satto.

This does not yet automatically translate into purchasing acts, but consumers say they are increasingly attentive to the environmental and societal impacts of the clothes they buy and to promoting proximity and the local economy.

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Brands take note of this and gradually change their processes.

The proof ?

The Good Goods does not have much difficulty finding it for its directory.

“We add between five and ten new ones per month and aim for between 200 and 250 registered brands”, explains Thibault Satto.

The idea is not to drown the Internet user under a flood of brands.

Nor to accept anyone.

“To join the directory, each brand must meet four basic criteria that we check ourselves,” he continues.

These are transparency, the desire to further improve their manufacturing process and the desire to take into account the social and ecological aspects in their development.

It is only then that we distribute them over the eleven criteria.

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A directory of brands ... And a map of the shops that sell them

Each brand listed thus has its card on which The Good Goods traces its history, indicates the origin of the materials used and the manufacturing processes, specifies the certifications obtained and, finally, gives its opinion on the transparency it demonstrates.

The Good Goods doesn't stop there.

The digital media also covers, more generally, the news of eco-responsible fashion, including the initiatives of large groups in this area, and offers a directory and a glossary of ethical fashion.

Above all, since the beginning of October, The Good Goods has connected its directory to an interactive map of eco-responsible fashion stores.

"Internet users can thus find the physical points of sale closest to their home where they can find the brands that have interested them in the directory", explains Thibault.

But also other shops specializing in second hand.

“Another way to dress eco-responsible and often even preferable before buying new products,” insists Victoire.

This map currently lists 120 stores in France and will expand further.

Thibaut and Victoire do not want to abandon physical points of sale, even if an increasing part of our clothing purchases are now made online.

“These stores also help reduce the environmental impact of the clothes we buy,” says Thibault.

Would that not be because we can try on the items, make sure that we like them, that they are the right size.

This avoids the return of products that generate their share of CO2 emissions.

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Of the 500 million packages that travel to France each year (according to the Federation of e-commerce and distance selling), nearly a quarter (24%) are returned.

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