While large fashion brands dominate the conversation with high-profile sustainability pledges, it is often smaller, independent labels that are driving meaningful change. These smaller players have the flexibility and focus to prioritise ethical practices and sustainable innovation in ways that larger corporations often struggle to implement.

In London, brands like Birdsong, Ninety Percent, and Lucy & Yak are leading the way. Birdsong works with local women’s groups to create ethically made, timeless clothing while committing to fair wages and sustainable materials. Ninety Percent follows a “profit-sharing” model, donating 90% of their profits to charitable causes while offering beautifully designed, sustainably made essentials. Lucy & Yak focuses on slow fashion, producing colourful dungarees and casualwear made from organic or recycled fabrics in ethical factories.

One key advantage for small brands like these is their scale. Operating on a smaller level allows them to maintain control over their supply chains and production processes, ensuring ethical practices and reduced environmental impact. Many of these brands work directly with local artisans or small-scale manufacturers, creating high-quality products while preserving traditional techniques. Their ability to remain hands-on establishes transparency and builds trust with their customers.

Adaptability is another defining strength of independent brands. Unlike larger corporations, which often require years to implement changes across global operations, small brands can adjust quickly. They are often the first to experiment with sustainable materials like Tencel or Piñatex or embrace circular fashion models such as rental and resale services. This willingness to innovate sets them apart in an industry where progress can sometimes feel stagnant.

Many small fashion brands also embody the principles of slow fashion. They produce limited collections designed to last, challenging the fast fashion culture of mass production and disposable trends. These collections often emphasise craftsmanship, with pieces created to be timeless rather than seasonal. By promoting quality over quantity, small brands encourage consumers to buy fewer, better items.

By shifting demand away from fast fashion and towards businesses that prioritise sustainability, consumers play a key role in reshaping the industry. Each purchase becomes a vote for the values these brands represent: ethical labour practices, environmental stewardship, and thoughtful design.