Lately, we’ve seen a surge in big brands embracing the “handmade” look — slow dyes, hand stitching, even rustic imperfections that mimic artisanal craftsmanship. On the surface, it might feel like a victory for those of us who’ve been committed to slow, conscious creation for years. But as a sustainable textile artist, I feel the urgent need to pull back the curtain.
The Sustainable Narrative… Manufactured Thousands of Miles Away
Let me be clear: YES, some of these pieces are indeed handmade, But often, they are produced in workshops located far from the brand’s headquarters, in regions where labor is significantly cheaper and working conditions are frequently hidden from the consumer’s view. These garments travel thousands of kilometers before reaching store shelves, burning vast amounts of fuel and polluting our oceans and lands.
Even more concerning is the use of feel-good narratives around so-called empowerment. Phrases like “made by women in need” are often thrown around, yet the reality is that these production practices are designed to maximize profit — not necessarily to foster true economic independence. Meanwhile, here in Europe, thousands of women’s cooperatives and social enterprises could be supported. But they aren’t. Because paying fair wages closer to home would mean slimmer profit margins for the brands.
MERIT ÖRLANDO stall in San Juan Market, Ibiza.
As creators and consumers, we need to ask deeper questions:
- Who made this?
- Where was it made?
- Under what conditions?
- How far did it travel to get to me?
Sustainability is not just about materials — it’s about ethics, transparency, and proximity. It’s not enough for a garment to look handmade or natural. Every step in its creation must be rooted in care — for the people, the land, and the future.
I share this not just as a critique, but as a call to consciousness. To value true craft. To support local artisans. To make slow choices that reflect real integrity.
Please, don’t fall for greenwashing. Awareness is the first stitch in creating real change.
With presence and purpose,
Merit Örlando
Textile Artisan & Sustainable Creator
www.meritorlando.com
