Sustainable fashion search engine, Ethical Clothing, launches in the US and Canada with thousands of searchable, ethically produced clothing items

Search engine for ethical clothing

The number of ethical and sustainable fashion brands in the United States and Canada is significant, and the team hopes their launch will make a difference, helping smaller brands gain recognition and making it easier for consumers to discover sustainable products. buyers.

An increase in the prominence of brand values ​​and consumer awareness has not only led to big brands taking sustainable fashion seriously, but also a significant increase in new, smaller brands that have made sustainability part of their DNA. Studies in the United States show that more than two-thirds of Americans are willing to pay more for sustainable products, but most (74%) do not know how to identify them. The launch of Ethical Clothing’s sustainable fashion search engine in North America aims to solve this problem.

the sustainable clothing search engine was launched in 2019 in Barcelona, ​​Spain by co-founders Ben Heinkel and Jack Hesketh, entrepreneurs with a passion for environmental issues. As tech enthusiasts and keen to shop consciously, they have noticed a significant increase in the number of sustainable clothing brands. However, these same brands were often hard to find online, struggling to compete with the huge advertising budgets of major fashion brands. So, with this access issue in mind, the idea of ​​a one-stop-shop for ethical and sustainably produced clothing was born.

Initially, the platform was launched with more than a hundred European brands meeting sustainability criteria such as the use of certified organic or recycled materials, transparent supply chains and non-toxic dyes. The search engine itself enables rapid discovery of products based on a number of common e-commerce filters (such as gender, price, and product type) as well as the type of material used (such as organic cotton, bamboo and recycled synthetics like Tencel). But that’s just the beginning, the team is now working on a sustainability rating system and many other advanced filters to make finding the right ethical product a seamless experience.

“Our dream is that we can ingest all the data brands offer on their materials, processes and supply chains and provide our visitors with a rating system that gives them control of how rigorously they want to be in their criteria. for sustainable clothing” – Ben Heinkel (Co-founder Ethical Clothing)

After quickly validating their model in Europe with thousands of consumers successfully using their service every month to find sustainable fashion that fits their style and budget, the team has now launched a North American section, with hundreds brands from the United States and Canada.

“We are always looking to partner with new ethical brands, regardless of size. We hope to give more visibility to brands that go the extra mile in terms of sustainability. – Jack Hesketh (Co-Founder Ethical Clothing)

The number of ethical and sustainable fashion brands in the United States and Canada is significant, and the team hopes their launch will make a difference, helping smaller brands gain recognition and making it easier for consumers to discover sustainable products. buyers.

In addition to their core offering, Ethical Clothing has developed additional tools to help address other challenges faced by consumers and brands in the area of ​​ethical clothing. On the customer side, they wanted to challenge the perception that ethical and sustainable clothing was unaffordable. So they launched a price drop alert service that keeps users fully informed of all the offers available in their extensive catalog of brands.

Plus, they’ve just launched the most comprehensive Fashion Footprint Calculator to help consumers truly understand how their fashion habits affect the planet across a range of metrics. Collecting twelve data points ranging from fashion consumption to washing habits and sustainability awareness, the tool aims to educate users on their personal impact, as well as provide realistic action points to help everyone to reduce its impact in the future.

Today’s shoppers are increasingly aware of the causes and values ​​they support with their buying power. Behemoths like Google, Amazon and Microsoft have taken notice and have recently launched additions to their existing products in an effort to meet new, more ethical consumer demands. Google in 2021 launched its eco-certified hotel filterAmazon already had a user-friendly search filter for climate pledge and Microsoft’s Bing recently added a ‘Ethics pole‘ to their search engine (UK only at the time of this writing), all confirming to the Ethical Clothing team that they’ve come across an interesting problem that deserves to be solved.

If you have any questions about this release, please don’t hesitate to contact us.

About the founders:

Ben Heinkel – A serial entrepreneur who previously co-founded VC-seed and funded startups in the e-commerce industry, where he was involved in all areas of growing a tech startup from zero to millions in revenue . With Ethical Clothing, he hopes to use this experience to help connect sustainable brands and conscious fashion consumers around the world.

Jack Hesketh – A developer, researcher, writer and co-founder of He writes both on code and on environmental issues related to the fashion and textile industries. After leaving evolutionary genetics research, the goal has always been to build interesting projects such as Ethical Clothing, with the aim of distilling complex issues to help people make more informed choices about factors affecting environment as a whole.

About the company:

Ethical Clothing was founded in 2019 by Ben Heinkel and Jack Hesketh and is based in Barcelona, ​​Spain.

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