Sustainable production and consumption are practices that have been on the rise in recent years. Fleek’s partner brands such as Madewell and Free People have been proudly taking the lead in the industry in creating sustainability initiatives.
With its Care FP program, Free People has taken a firm stance to adopt sustainable and ethical practices. Some initiatives under this program include using eco-conscious materials such as GOTS (Global Organic Textile Standard) certified linen, hemp, and cotton, supporting small business and artisans through ethical small-batch production of unique styles, using second-hand or deadstock fabrics in traceable designs, and selling vegan clean beauty products that aim to eliminate single-use plastic waste. So far with their initiatives Free People has diverted more than 350,000 bags from going into landfills with their FP Bag Program and donated 103,779 units of apparel to the wardrobe!
Similarly, Madewell is strongly dedicated to ethical and sustainable production and have been adopting new initiatives to further extend their practices. The brand has been collaborating with a multi-stakeholder coalition to raise awareness to prevent government-sponsored child labor in Uzbekistan and has been sourcing raw materials from suppliers based on traceability of ethical and sustainable practices. Moreover, not only did the brand debut its "Recycled Shop" that utilized up-cycled fabrics in apparel 2020 but also partnered up with Cotton’s Blue Jeans Go Green™ program. This program aims to collect and reuse old denim as housing isolation for communities in need. So far, with this initiative alone Madewell has prevented 548 tons of waste from going into landfills and collected enough material to be used in 1,462 houses!