Spotlight On: 5 Sustainable UK Small Brands That Are Doing an Amazing Job
At Scarlet Destiny, we believe sustainability is more than a trend, it’s a commitment to the future, and a conscious act of care. It’s rooted in the same values that guide everything we do: intentional living, self-respect and soul-level responsibility. And nowhere is this more urgent than in the fashion industry, an industry that, for too long, has measured success in speed, volume, and margin, instead of impact, integrity, and longevity.
This is why we spotlight small, ethical brands, especially those born close to home. Because it matters who made your clothes. It matters what they were paid. It matters what was extracted, what was wasted, and what was quietly overlooked in the name of convenience. Sustainable fashion isn’t about perfection. It’s about progress. About choosing better, even when it takes more time, more thought, and more heart.
This series exists to champion the people doing it right, not because it’s easy, but because it’s essential. These are the brands reimagining business from the inside out. The ones holding themselves accountable across every link of the chain: from how materials are grown and sourced, to how garments are sewn, packaged, priced, and worn. These are the quiet rebels who remind us that fashion can be a force for good and beauty can exist without harm. Brands we aspire to.
So today, we’re celebrating five UK-based small brands that are weaving sustainability into every thread of their work. From zero-waste denim to radically transparent pricing, these brands prove that style and substance can, and should, go hand in hand. Let’s meet them.
GROUNDTRUTH
Born from the vision of three sisters, GROUNDTRUTH creates purposeful travel goods that serve people and protect the planet. With problem-solving design at its core, the brand uses high-impact innovation, including recycled materials, long-lasting construction, and fully vegan production to clean up plastic pollution and deliver meaningful alternatives. GROUNDTRUTH’s supply chain is bluesign® certified, and although there’s still room for improvement around living wages, their transparency is a step in the right direction. A brand with roots in care, action, and collaboration. Just how we like it.
Yes Friends
Proof that ethics don’t have to cost the earth (in any sense), Yes Friends affordable, ethically and responsibly made essentials that start at under £10. Their T-shirts are iconic not just for their cut, but for what they represent: a new model for fashion that balances scale with sustainability. Certified by Fairtrade, Fair Wear Foundation, and BSCI, this brand ensures its workers are paid a living wage and treated with dignity. Their supply chain runs on renewable energy, and their water-saving techniques and organic cotton sourcing place them firmly in the future of fashion — where radical transparency meets everyday wearability.
KOHR isn’t in a rush, and that’s the point. This UK-based slow fashion brand is built around three values: longevity, versatility, and traceability. Everything is made in-house and made-to-order, minimising waste while maximising purpose. KOHR designs for real people and real lives, with timeless pieces that adapt with you, not against you. Vegan, locally produced, and deeply rooted in circularity, their great environmental and animal scores reflect their thoughtful approach. When it comes to workers’ rights, it is promising too, especially given their small, transparent production team. If slow is sacred, this brand is holy ground.
Waste not, want well. That could be E.L.V. Denim’s quiet mantra. This East London brand (and our neighbour 😉) transforms post-consumer denim into modern, one-of-a-kind garments, breathing new life into what would otherwise be discarded. I had the chance to hear founder Anna Foster speak at London District Festival’s SofaStories #1, where she shared the meticulous process behind her jeans, a powerful reminder that circularity isn’t theory, it’s practice. Their made-to-measure model cuts down overproduction, their offcuts get reused, and their carbon footprint stays small thanks to local manufacturing. This brand embodies thoughtful transformation, proof that sustainability and style can coexist with grace.
Minimal in design, maximal in values, non is a raw selvedge denim brand that builds timeless pieces made to last. Every item is crafted with organic cotton, low-impact dyes, and fully vegan processes. Their production partners are globally certified (bluesign®, Oeko-Tex®, SA8000), and they ensure workers in the final stage of production are paid a living wage. With Non is a quiet powerhouse: thoughtful, modern, and grounded in integrity. Their aesthetic is clean, but their mission runs deep: do more with less, and do it beautifully.
Why This Matters
In a world where fast fashion still dominates the high street, brands like these remind us that better is possible, and already happening. They’re not just designing garments. They’re designing futures. And when we choose to support them, we’re not just shopping. We’re voting. For equity. For accountability. For ecosystems and artistry and dignity.
At Scarlet Destiny, this isn’t just part of our ethos: it is our ethos. We believe in healing as a form of resistance. In being intentional with our impact, and responsible with our influence. Because how we consume is part of how we live. And we’re here to live consciously. More spotlights coming soon, because the revolution is slow, and that’s exactly what makes it strong.
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Sources: goodonyou.eco
Images: canva.com