In the past few years, people worldwide have adapted sustainable lifestyles. Sustainability is based on the principle that everything needed for human survival and well-being depends directly or indirectly on the natural environment. Therefore, sustainability enforces the need to care for the natural environment for survival.
The adaptation of sustainable lifestyles results from increased awareness and concern for the state of the environment. As a result, many sustainable brands have emerged in various industries. The fashion industry has specifically experienced an increase in sustainability, with sustainable brands popping up ever so often. Companies in the fashion industry are working hard to create clothing lines, beauty, and fashion products from sustainable materials and manufacturing processes.
While many people appreciate the industry’s move towards sustainability, one significant challenge is that clothes by these brands sometimes come at higher prices. Naturally, ethically sourced clothing takes more resources and effort to manufacture. This explains the increased prices. However, many consumers are unwilling or cannot afford to pay hundreds of dollars for clothing pieces with cheaper alternatives. Many companies have not been able to produce high-quality, sustainable, affordable products. For this reason, Amazon started the Amazon Aware Clothing Initiative.
What is Amazon Aware?
Amazon Aware is a sustainable home, fashion, and beauty brand that seeks to bridge the gap between sustainability and high costs. The brand boasts affordability and carbon-neutrality. The launch of Amazon Aware is part of the company’s move toward becoming carbon neutral by 2040 fully. Amazon launched the Climate Pledge Friendly program in 2020 as an initiative to help clients discover sustainable products on its platform. Amazon has many other initiatives to meet this goal, and Amazon Aware is the latest.
The commerce giant launched this Amazon Aware for consumers who value sustainability but cannot afford to spend too much on basic products like clothes. The brand features a collection of clothing, beauty products, and various home goods. These products are certified as Climate Pledge Friendly.
Conventionally, Amazon would not be the first place you look for sustainable clothing. However, the company seeks to change this through this launch.
The biggest focal point of this launch by Amazon is that the items are certified carbon neutral. Amazon also guarantees that they are made with at least 50 percent recycled materials, according to the company’s Climate Friendly Pledge. The products are thoughtfully designed and made from recycled polyester, organic cotton, and various bio-based ingredients with specific certifications according to their type.
Amazon Aware Categories
Amazon Aware produces everyday essentials like beauty products, apparels, and household essentials. The Amazon Aware line is broken down into four main categories.
1 · Amazon Aware’s Bedding and Bath Products
The brand also features a range of bedding and bath products. They are made from organic cotton, and OEKO-TEX certifies them as Made in Green. This certification proves that they are manufactured using reduced or minimal environmental impact processes. Furthermore, they are manufactured under socially responsible working conditions.
2 · Amazon Aware’s Clothing and Apparel
The brand features basic T-shirts and sweatshirts to chinos, sleepwear, cozy loungewear, denim, activewear, and button-up shirts. Therefore, there is something for everyone, regardless of their gender, age, and size. The clothes are designed with fabric made from recycled materials. They also feature third-party certifications like the Organic Content Standard 100, the HIGG Index Material Seal, and the Global Recycle Standard.
3 · Amazon Aware’s Skincare and Beauty Products
The skincare and beauty products in the Amazon Aware collection are all tested by expert dermatologists. Additionally, they are formulated with safe ingredients like Vitamin C, avocado oil, and shea butter. The commerce giant also uses eco-friendly packaging. For instance, the skincare and beauty products are packaged in aluminium or glass jars and bottles. This is done to reduce the use of single-use plastics. Furthermore, all products are free of chemicals listed by the Environmental Working Group (EWG).
All the Amazon Aware beauty and skincare products are EWG certified. According to Amazon, each product is also vegan and designed without fragrance. They include face cleansers, body washes, lotions, and face moisturizers. They are designed for oily and dry skin.
4 · Amazon Aware’s Household Essentials
This category included facial tissues, cleaning cloths, toilet paper, napkins, and paper towels. Each product is produced from 100% recycled materials. According to Amazon, the products also do not contain any fragrances or dyes. Furthermore, these products are certified by the Forest Stewardship Council (FSC), a department that ensures product manufacturers support responsible forestry.