Sustainability in Retail: Beyond the Buzzwords
Sustainability in retail goes beyond trendy buzzwords — it’s about real, impactful action that reduces waste, extends product life cycles, and supports a circular economy.
Our interest in sustainability didn’t start as early as others (maybe it’s not a race?), but after watching the Buy Now documentary on Netflix, we knew we wanted to work with more brands in this space. We’re fortunate that one of our clients, Goldpaw, already practices these principles.
Some brands are truly walking the talk, integrating sustainable practices into their core values. From repair programs to recycling initiatives, these companies are making it easier for consumers to shop consciously.
The three R’s of sustainable retail
At the heart of sustainability are three foundational principles:
- Reduce: Minimize waste by designing durable products and limiting unnecessary packaging. This also includes being intentional about how many units you produce — meeting demand without oversupplying.
- Reuse: Extend product lifespan through resell programs, repair services, and refurbishment initiatives.
- Recycle: Close the loop by repurposing used products and materials instead of sending them to landfills.
- Bonus R: Repair – More and more brands are adding repair programs
But buyer beware: not all sustainability measures are created equal. Greenwashing is real. Be curious, ask questions, and look for transparency.
What is greenwashing?
Greenwashing happens when a company claims to be eco-friendly without actually making meaningful changes. Think of it as slapping a “sustainable” label on a product just to sound good — even if nothing about the product or process has truly improved.
To avoid falling for greenwashing, look for tangible actions like recycling programs, repair services, and transparent sourcing practices — not just polished marketing language.
Brands that are closing the sustainability loop
Here are 16 brands making a difference in sustainability.
Patagonia
✅ Reduce | ✅ Reuse | ✅ Recycle | ✅ Repair
Patagonia’s Worn Wear program is a leader in sustainable fashion. Patagonia encourages customers to buy used Patagonia gear, repair what they already own, and trade in old items for store credit. Their repair program, which includes DIY repair guides and in-store fixes, keeps gear in circulation longer.
Nike
❌ Reduce | ❓Reuse | ✅ Recycle | ❌ Repair
Nike’s Reuse-A-Shoe program recycles old sneakers into materials used for playgrounds, tracks, and even new shoes. The company also incorporates recycled materials into many of its products, helping to reduce environmental impact. With comments from former-executives at Adidas aiming to just sell shoes at all costs, this is a refreshing take on sustainability.
Arc’teryx
❓Reduce | ✅ Reuse | ✅ Recycle | ✅ Repair
Arc’teryx has a Used Gear Program, where customers can trade in their old Arc’teryx items in exchange for store credit. They also offer high-quality repair services, ensuring that outdoor gear lasts as long as possible.
Lush
❓Reduce | ❌ Reuse | ✅ Recycle | ❌ Repair
Lush’s Return the Pot program allows customers to bring back empty product containers for recycling. The company also reduces packaging waste by offering many of its products in naked packaging, meaning no plastic at all.
Madewell
❓ Reduce | ✅ Reuse | ✅ Recycle | ❌ Repair
Madewell has a denim recycling program, partnering with Cotton’s Blue Jeans Go Green™ initiative to turn old jeans into housing insulation. They also offer a resale marketplace where customers can buy and sell pre-loved Madewell pieces.
Julie May Lingerie
✅ Reduce | ✅ Reuse | ✅ Recycle | ❌ Repair
Julie May Lingerie is committed to sustainability through responsible sourcing, ethical production, and innovative recycling programs. They partner with The Bra Recyclers to make sure sustainably made products don’t end up in a landfill.
Ikea
❌ Reduce | ✅ Reuse | ✅ Recycle | ❌ Repair
IKEA’s sustainable brand puts focus on reusing and recycling materials in their product lifecycle, contributing to a business model with the end in mind.
Unlike many brands that treat sustainability as an add-on, IKEA embeds it into every step—from product design to end-of-life solutions. Their Buyback & Resell Program encourages customers to return gently used furniture, which is then resold, keeping items in circulation and out of landfills.
Avocado Mattress
✅ Reduce | ❌ Reuse | ✅ Recycle | ❌ Repair
Avocado Mattress created non-toxic, organic-certified mattresses with zero petroleum-based foams or synthetic materials. Their Farm-to-Bedroom approach ensures ethical sourcing, while their 100% carbon-negative manufacturing reduces their overall footprint.
Avocado offers a mattress recycling program, taking back used mattresses for responsible disposal or refurbishment, and encourages customers to donate or recycle through partnerships with recycling centers and charities. The brand’s durability-first design ensures that mattresses last longer, reducing landfill waste from disposable bedding.
Rothy’s
✅ Reduce | | ❌ Recycle | ✅ Recycle | ❌ Repair
Rothy’s has redefined sustainable footwear by crafting shoes from recycled plastic water bottles and marine plastics.
Their closed-loop production process ensures minimal waste, and they’ve introduced a recycling program where customers can return worn-out Rothy’s to be broken down and repurposed. Additionally, the brand’s commitment to zero-waste manufacturing makes it a leader in sustainable fashion.
Apple
❌ Reduce | ✅ Reuse | ✅ Recycle | ✅ Repair
Apple has taken significant steps to reduce its environmental impact through its Apple Trade-In program and closed-loop recycling efforts. The company refurbishes traded-in devices for resale or responsibly recycles them using Liam and Daisy, robotic systems that disassemble iPhones to recover valuable materials like gold, aluminum, and rare earth metals.
Goldpaw
✅ Reduce | ✅ Reuse | ❓ Recycle | ✅ Repair
Goldpaw is dedicated to sustainable pet apparel, using recycled materials and US-based warehouse and production to reduce waste. Their repair and recycling programs ensure that pet gear lasts as long as possible and is recycled sustainably.
Goldpaw’s commitment to small-batch production and local sourcing also minimizes its environmental footprint.
Lovevery
❓ Reduce | ✅ Reuse | ❓ Recycle | ❌ Repair
Lovevery designs sustainably made, long-lasting toys that grow with children, reducing the need for frequent replacements. Their play kits use FSC-certified wood, organic cotton, and water-based paints, ensuring non-toxic and biodegradable materials.
Additionally, Lovevery partners with Toy-Cycle and GoodBuy Gear to encourage customers to resell or donate their used play kits, promoting a circular economy in the toy industry.
Sephora
❌ Reduce | ❌ Reuse | ✅ Recycle | ❌ Repair
Sephora is working to reduce packaging waste by partnering with Pact Collective, a program that allows customers to drop off used beauty packaging for recycling.
They’ve also introduced refillable products and use more recyclable and compostable materials in their store-brand items. Sephora aims to make all of its packaging recyclable, refillable, or compostable.
Nordstrom is also partnering with Pact to allow customers to drop off beauty packaging!
Notable brands that offer resale
Resale is a step in the right direction. Allowing people to resell what they no longer want and give to another. It’s the definition of heirloom pieces and none of these brands that showed up to the party surprise us (eehemm, quality).
- Hyer goods
- Le Resale – Clare V
- Apiece Apart Archive
- Hanna Andersson Preloved
- Mas Vida – Cotopaxi
- Eileen Fisher Renew
- REI Regear
- Laude The Label
Why this matters?
Every time we choose to repair instead of replace, resell instead of discard, or recycle instead of trash, we take a step toward a more sustainable future. Supporting brands that prioritize longevity and circularity helps cut down on waste and reduce the environmental impact of our purchases.