Directory For Eco Fashion Brands

For Brands

Join Us In Making Transparency The Norm.

WHAT IS ECO ALPHABET? 

ECO ALPHABET is the new directory for eco fashion brands that are leading the sustainable way in the fashion industry. We believe that brand transparency helps customers make a responsible buying decision based on their ethical preferences. ECO ALPHABET allows consumers, media or buyers to quickly find eco fashion brands according to their needs and values by using the search, filter and explore functions. Brand that are listed on ECO ALPHABET must therefore provide transparent information and statements on the respective criteria that apply to their collection. Thus we can avoid greenwashing and promote accountability.

We will officially launch in 2021. For all brands that register in 2020, we offer a special advertising package, which is listed in our Price List below.

Benefits For Brands

Brand Appearance

Present your eco fashion brand as a pioneer in terms of sustainability and accountability. You get your own page URL and brand profile with your logo, photos and texts. mochni.com/yourbrand

Example Page: mochni.com/cled

Visibility & Transparency

Create visibility and transparency through our ethical icons. The more ethical criteria your brand fulfills, the more icons the brand profile receives and is therefore easier to find.

Reach

Use the awareness and reach of MOCHNI and get discovered by customers, media, buyers, business partners and more.

Shopping Link

The user can easily access your online shop or Instagram profile through a direct link on your ECO ALPHABET page.

Stamp

ECO ALPHABET listed brands featured in MOCHNI stories are marked with our ECO ALPHABET stamp. 

More Service & Functions

More services and functions for brands, community, press and buyers will come in 2021.

How It Works

1. Read our requirements and price list below carefully.

2. Fill in and submit the registration form.

3. Get accepted.

4. Pay the invoice.

5. Get listed.

Requirements

Code of Conduct (12 Criteria)

The ECO ALPHABET Code of Conduct is based on 12 different criteria as listed below. Each fashion brand (clothing, jewelry, accessories, shoes, home textiles) that wants to be listed on ECO ALPHABET must fill out the registration form to state that the entire collection meet our Code of Conduct.

Required criteria: The brand´s collection must fully accord to criterion FAIR TRADE
Required criteria: All main materials of the entire product collection must consist of ORGANIC (Material) and/or RECYCLED (Material) and/or UPCYCLED (Material) and/or ECO (Material).
Optional criteria: The criteria LOCAL, HANDCRAFTED, ARTWORK, ZERO WASTE, NON-TOXIC, VEGAN, GIVE BACK are optional.

Main Material Definition
Main material is the most substantial component of the finished product including fillings (e.g. Theremore® Ecodown® Insulation), for shoes: upper material, lining material and sole. All small accessories or byproducts (for example buttons, zippers, sewing thread, shoelace, buttons or packaging) are not required to meet the criteria however they should be sustainable and must not belong to the prohibited materials listed below. The brand must make a statement of assurance on each criterion and/or tick the respective material in our organic, recycled, upcycled, eco material libraries. The material and/or statement will appear in the listing under the respective criterion. If a material is not listed, the brand can add this material or can contact service@ecoalphabet.com and we will check if the material meets the ECO ALPHABET requirements.

Criteria: The entire collection must comply with the Fair Trade criterion. 

The Fair Trade criterion focuses on the production process (including the CUT-MAKE-TRIM stage), which is the most labour-intensive part of the production process. All products in the collection must be developed under the brand’s own monitoring and/or the brand must have a direct contract with the producer/ manufacturer. Fair trade means that 100% of the collection must be produced under good working conditions, regardless of whether the production process takes place in a developed region or developing region. Production that takes place in a least developed region is not allowed under any circumstances. Good working conditions comply with the internationally recognized Standards of the ILO International Labour Organisation through the United Nations:

1. Employment is freely chosen (ILO Conventions No. 29 and 105)
2. No discrimination (ILO Conventions No. 100 and 111)
3. No child labor (ILO Conventions No. 138 and 182)
4. Freedom of association and the right to collective bargaining (ILO Conventions No. 87, 98, 135 and 154)
5. Payment of Living Wage (ILO Conventions No. 95 and 131)
6. Reasonable Hours of Work (ILO Conventions No. 1, 14, 30, 106)
7. Safe and Healthy working conditions (ILO Conventions No. 155)
8. Legally Binding employment relationship (ILO Conventions No. 158, 175, 177, 181)

Criteria: Organic material is produced from a natural resource such as plant or animal fibers grown or bred in accordance with organic farming standards. The renewable organic source must be free from herbicides, pesticides, insecticides and genetically modified organisms (GMOs). Organic material originating from forestry must not contribute directly or indirectly to deforestation or forest degradation. All animal fibres must be free from cruelty. Freedom from cruelty means that no animals are killed or harmed and that all animals are treated with respect by promoting health and welfare.

Organic material must contain a minimum of 95% organic material and a maximum of 5% (virgin) synthetic fibers, but 25% (virgin) synthetic fibers each are allowed for socks, leggings, denim and sportswear. The organic material can be 100% pure or a blend of the organic materials listed in our material library.

1. Example: 100% cotton (GOTS certified)
2. Example: 50% hemp, 50% linen
3. Example: 95% cotton (GOTS certified), 5% lycra
4. Example: 75% wool (GOTS certified), 23% polyamide, 2% elastane (for socks)

Criteria: Recycled material is material that has been recovered or removed from the waste stream during the manufacturing process or before or after use by the consumer and then transformed into new material or yarn. The material must be recycled without harming nature and without using harmful chemicals or inherently problematic substances that are classified by REACH as hazardous to human health and the environment. 

Recycled material must contain at least 70% fibers derived from recycled resources and may contain a maximum of 10% (virgin) synthetic fibers, but 25% (virgin) synthetic fibers for socks, leggings and sportswear.

1. Example: 70% recycled polyester, 25% cotton, 5% Lycra
2. Example: 95% ECONYL®, 5% elastane
3. Example: Regenerated Wool
4. Example: 70% recycled denim, 25% linen, 5% elastane

Criteria: All upcycled materials used in the collection must have already existed and have been reused. Upcycled material has not been produced or recycled, but has been transformed into a new product. These materials come from pre-consumer or post-consumer waste.

a) Pre-consumer waste can be for example excess material such as offcuts: fabric remnants left over from cutting out patterns, deadstock material or similar.

Example: Silk deadstock material

b) Post-consumer waste can be for example vintage garments, second-hand clothing or similar.

Criteria: Eco material must have less negative effects on the environment than conventional material and is compostable, naturally biodegradable and/or recyclable (closed loop / circular). However, the process for converting the raw material into an eco material should be practiced with a low carbon footprint, sustainable water and energy savings and without the use of harmful chemicals as required by REACH. In most cases, eco material is an innovative tech material developed by science. Here are the options of what it can be:

a) Natural material produced with a traditional process that supports a community and culture.
Example: Khadi

b) Cellulose-based man-made fibre obtained from the bark, wood or leaves of plants and originating from sustainably managed forests.
Example: TENCEL® (Lyocell by Lenzing)

c) Biosynthetic fiber that consists of polymers made from renewable resources, either wholly or partly.
Example: MICROSILK™ (BOLD THREADS)

d) Bio-tech material
Example: Modern Meadow Lab-Grown Leather

e) A fiber blend based on the listed ORGANIC, UPCYCLED, RECYCLED, ECO materials with a maximum of 10% (virgin) synthetic fibers, but 25% (virgin) synthetic fibers each for socks, leggings and sportswear.
Example: 30% Organic Cotton (GOTS certified), 30% Recycled Polyester, 30% ECONYL®, 10% Lycra

f) An alternative material to replace conventional material for products for which industry has so far developed little environmental or ethical solutions.
1. Example: Cellulose Acetate instead of plastic for frames.
2. Example: Lab-Created Diamond

Criteria: 100% of the collection must be produced in the same state where the brand’s head office is located. Production focuses on the CUT-MAKE-TRIM stage, which is the most labour-intensive part of the production process. 

Criteria: At least one product from the entire collection must be handcrafted. Handcrafted products are those that are made by artisans entirely by hand or with the help of hand tools such as needle and thread, loom or other traditional hand tools but without the use of any electric machines. 

1. Example: Hand-woven garment (e.g. tweed or bouclé often seen in Haute Couture collections)
2. Example: Hand-woven basket (the basket may be lined, as the hand-woven part is the most essential part of the product  
3. Example: Hand-knitted garment
4. Example: Handcrafted Jewelry

Criteria: For at least one product from the entire collection, the artwork must be an integral part of the product design. The artwork must be created and produced by the designer himself or in collaboration with an artist. The work of art can be, for example, a unique decoration of the finished product (painting, beadwork) or it can be the entire product that has been artistically produced (typical for jewelry). 

Examples: Art Painting, Tie-dye, Tambour embroidery, Ari embroidery and more.

Criteria: At least one product of the entire collection must be certified according to STANDARD 100 by OEKO-TEX®.

Criteria: Zero Waste refers to strategical sustainable processes with the goal to produce the least waste. This includes the business model, design model, recycling model and customer services. 

1. Example: Zero waste pattern design (e.g. Kimono)

2. Example: Zero waste production (e.g. whole garment knitting) or reuse of cut-off.

3. Example: Made-to-order

4. Example: Repair service

5. Example: Take-back-scheme

Criteria: 100% of the collection must be vegan. No material, glue or by-product must be related to animals. If applicable, the brand may indicate what percentage of the collection is vegan approved and by which organization, e.g. PETA or Vegan Society or similar.

Criteria: The brand must donate at least 1% of its profits generated by the sale of the collection or part of the collection to a recognized non-profit organization to support a humanitarian aid, social or environmental project. This can be the promotion and support of women’s, children’s or animal rights, building schools, educational projects, health care, access to safe and clean water, enabling vaccines or a similar project.

1. Example: Black Lives Matter
2. Example: Save The Children
3. Example: Greenpeace
4. Example: Sumatran Orangutan Converstation Programme (SOCP)

Prohibited products:

Real Exotic Skin

Down and/or Feathers from life plucked birds

Rabbit Hair (Angora i.a.)

Horn, Ivory, Coral, Turtle Armature, Tortoiseshell, Nacre

Prohibited chemical inputs:

(These chemical inputs must not be used in all processing stages regardless if applied as a pure substance or as part of a preparation)

Aromatic and Halogenated Solvents (used to create plastics like Polyester, Nylon, PET, PVC or paints/coatings i.a.)

Brominated and Chlorinated Flame Retardants (used as a textile application to reduce flammability i.a.)

Chlorinated Benzenes (used to dissolve other substances during manufacturing and to clean fabrics i.a.)

Dioxin and/or Dioxin-producing Bleach

Chlorophenols including their Salts and Esters (used for dyeing i.a.)

Complexing Agents and Surfactants (used as surface wetting for textile finishing processes to accelerate the penetration of finishing liquors i.a.)

Cyanide (used for mining gold and/or silver i.a.)

Detergents

Endocrine Disruptors

Formaldehyde and other short-chain Aldehydes (used to prevent shrinkage i.a.)

Fungicides and Biocides (used for the protection of textiles, nonwovens, and other materials to avoid mold growth)

Genetically Modified Organisms (GMO) (Genetically modified organisms (GMO) are plants, animals, and microorganisms which have been altered genetically)

Heavy Metals: e.g. Cadmium, Carbon, Lead, Mercury, Nickel, Silver, Copper and Chromium (used in certain dyes products and pigments used for textiles and/or accessories. Uses of chromium include certain textile processes, leather tanning, and metal recovery i.a.)

Inputs like Azo Dyes and inorganic Pigments (used for dyeing i.a.)

Inputs containing functional Nanoparticles (used to improve different functionalities of the textiles like water-repellence, dirt-repellence, self-cleaning, UV absorption, i.a.)

Minerals: Asbestos

Organotin Compounds (used in sportswear, socks, and shoes to prevent odor caused by the breakdown of sweat i.a.)

Paraffins (substances and preparations that are prohibited for application in textiles with a recognized internationally or a nationally valid legal character i.a.)

Per- and Polyfluorinated Compounds (PFC) (used for leather and textile products to make them water- and stainproof i.a.)

Petrochemical dyes

Plasticizers (used as a softener for flexibility and durability i.a.)

Quaternary Ammonium Compounds (used as textile softener i.a.)

Short-chain Chlorinated (used as flame retardants and finishing agents for leather and textiles i.a.).

Sodium Hydroxide (NaOH – also known as caustic soda or lye) and Carbon disulfide, hydrolysis alkalization combined with multi-phase bleaching (used to produce rayon made from cellulose fibers. The source of cellulose can be wood, paper, cotton fiber or bamboo i.a.)

Sulfuric Acid

Volatile Organic Compounds (VOCs)

Prohibited processes:

Industrial sandblasting, stonewashing

Prohibited content:

No nude photos, pornographic, unnaturally retouched pictures, racist, intolerant, hateful gestures or symbols. No photos that contain text, logos, emoji, stickers, filters, theme frames, watermarks or censor blocks placed over the photos.

Price List

All prices are net prices.

ECO ALPHABET Price List, valid from August 20th 2020.

Terms & Conditions

Product

Duration

Price

Eco Alphabet Listing

12 months

500€*

*EARLY REGISTRATION BENEFITS:

All brands registering in 2020 will have the following benefits:

  1. The brand profile will be published with our acceptance (it can take up to 10 days) but we will start counting the 12-month term from January 2021.
  2. A free shopping feature in a brand roundup (worth 700€) on MOCHNI in 2021. 

Example: mochni.com/ethical-sandal-brands-you-will-love/

Do you have questions? Please contact our service: service@ecoalphabet.com