Sustainable clothing is about more than just organic cotton

Sometimes something happens that makes you as a shop suddenly realize exactly what you stand for. Not because you’re looking for trouble. Not because you want to point fingers. And certainly not because you think you’re perfect yourself. But because for us at Natur-el, honesty has always been more important than a pretty exterior story.

In the past week, a brand we carry was in the news for the wrong reasons in Germany. It concerns Armedangels, a brand that has spent years strongly positioning itself as sustainable, fair, and social. A brand with good materials, clear sustainability claims, and a big name in the world of conscious fashion.

That is precisely why it hit us so hard when reports emerged about the corporate culture and how employees reportedly felt they were treated. Because if you call yourself a social fashion brand, that social aspect shouldn't just be visible in your marketing or your production chain. It must also be palpable in the office, in meetings, in conversations with staff, and in the way you treat the people who work for you.

Sustainability doesn't stop at the fabric

When many people think of sustainable clothing, they immediately think of organic cotton, recycled wool, Tencel, linen, or labels like GOTS, IVN BEST, and Fair Wear. And yes, those things are important. Of course they are important. We look at those things very critically ourselves when we make our purchases.

But for us, sustainable clothing has never been just a story about materials.

A pair of organic cotton trousers isn't automatically a fair product if the people behind the brand are under unhealthy pressure. A beautiful jacket with a label doesn't feel quite as beautiful if, behind the scenes, there is a culture where employees don't feel safe, heard, or respected. And a slick sustainability report doesn't tell the whole story if the day-to-day reality for people within the company doesn't match it.

Sustainability is about the entire chain. From the farmer who grows the cotton to the maker in the factory. From the transporter to the retailer. And yes, also about the people at a brand’s headquarters.

Why this touches us as a shop

We didn't sell Armedangels just because. We bought this brand because, on paper, it seemed to do many things right. Beautiful materials, a clear sustainability story, recognizable collections, and a name many customers know.

But as a shop, you are more than just a rack full of clothes. You are also a filter. A gatekeeper—perhaps that sounds a bit strict, but sometimes that’s how it feels. Customers trust us to think about what we buy. That we don't just look at color, fit, and margin, but also at the question: does this brand still align with us?

And honesty is honesty: we are asking ourselves that question again now.

Because we don't want to be a shop that only passes on sustainable words. We want to be a shop that keeps asking questions. Even when it’s uncomfortable. Even when it concerns a well-known brand. Even if it might be commercially easier to just stay quiet and keep selling.

A social fashion brand must also be social behind the scenes

What affects us most is the contradiction between the outward-facing story and the signs that have now come to light.

If you say as a brand that you are social, it creates expectations. Then customers, shops, and employees expect those social values to be reflected everywhere. Not just with the cotton farmer. Not just in campaigns. Not just in nice words on the website.

But also in how you manage. How you listen. How you handle criticism. How you protect people from excessive work pressure. How you take responsibility when something hasn't gone well.

We don't think that’s an exaggeration. We think that’s the foundation.

That is why we are no longer purchasing Armedangels

After everything that has come out, we have decided not to restock Armedangels.

That is not a decision we take lightly. We have customers who love wearing the brand. For years, we ourselves also thought that this brand fit well within our collection. And we sincerely hope that Armedangels takes these signals seriously and implements genuine improvements.

But for now, it does not feel appropriate for us to continue actively carrying the brand.

Of course, we are not throwing away the clothing we still have in stock. That wouldn't be sustainable either. Clothing that has already been made deserves to be worn. But there will be no new collections.

Why we are sharing this

We are not sharing this because we love drama. On the contrary. We have no desire for a mudslinging match. But we do believe that customers have a right to know how we make our choices.

Natur-el is not perfect. We often say that, and we mean it. We sell new clothes, and making new clothes always has an impact. We make mistakes. We learn. We sometimes change our minds. And sometimes we have to acknowledge that a brand that previously felt right, no longer feels right.

That’s not weakness. That’s actually honesty.

For us, sustainable business means being willing to take a fresh look. Including at your own choices. At brands that sell well. And at stories that seemed logical for years.

How do you recognize a truly sustainable clothing brand?

You don't recognize a truly sustainable clothing brand just by nice words. Nor just by a green label or a beautiful campaign with happy people in linen trousers in waving grass. Lovely imagery, to be sure. But sustainability must go deeper.

We look at questions such as:

• What materials does a brand use?
• Are there reliable labels or checks?
• How transparent is the brand about production and working conditions?
• Does a brand dare to talk about what isn't going well yet?
• How does the brand handle criticism?
• Are people in the chain treated fairly?
• Does the corporate culture match the sustainable story projected to the outside world?

Especially that last question is often forgotten. While it is precisely so important. Because a company can only be truly social if it dares to be social internally as well.

No perfect story, but an honest one

We fully understand that this is complicated. No brand is flawless. No shop, either. Anyone working in sustainability knows that you are constantly in grey areas. There are always trade-offs. Material, price, production, transport, certification, stock, sizing, quality, lifespan. It is never black and white.

But there is a difference between not being perfect and telling a story that no longer aligns with the reality that emerges.

And that is precisely where we draw the line.

We want to carry brands that we can stand behind with a clear conscience. Brands that don't just make beautiful products, but also take responsibility for the people behind the brand. That doesn't mean everything always has to be flawless. But it does mean that honesty, respect, and humanity should not be marketing buzzwords.

What does this mean for you as a customer?

For you, the main change is this: we will not be restocking Armedangels. What is still in stock will remain available as long as it lasts. After that, the brand will disappear from our collection.

In the meantime, we will continue doing what we always try to do: buy critically, advise honestly, and be open about why we make certain choices.

Do you have questions about this decision? Please feel free to ask. In the shop, via email, or by phone. We are happy to have a calm conversation about it.

Because ultimately, sustainable clothing for us isn't about being perfect. It’s about staying awake. About continuing to ask questions. About sometimes daring to make an uncomfortable choice because it fits your values better.

And that is exactly what we are doing now.

Frequently asked questions about sustainable clothing and fair brands

Is a brand with sustainable materials automatically fair?

No, not automatically. Sustainable materials are important, but they don't tell the whole story. A brand must also treat the people involved in the company well, from production to the office.

Why is Natur-el stopping with Armedangels?

Following recent reports about the corporate culture and working conditions within the company, it no longer feels appropriate for us to restock Armedangels. We hope the brand takes the signals seriously and makes structural improvements.

Are you throwing away the existing stock?

No. Throwing away clothes is not sustainable. The items that have already been made and purchased remain available as long as they are in stock. After that, there will be no new collection.

How does Natur-el choose brands for the shop?

We look at materials, labels, transparency, quality, comfort, production conditions, and the brand's values. And we remain critical. Even with brands we have carried for a long time.

What does sustainable clothing mean to Natur-el?

For us, sustainable clothing means: beautiful clothing that has been made as fairly as possible, with respect for the material, the maker, the wearer, and the world around us. So it’s not just about the fabric, but also about humanity.

Come by or ask your question

Do you want to ask something about this, or do you want to know which brands we *do* continue to purchase with a good feeling? You are more than welcome in our shop in the Oude Noorden of Rotterdam. We are happy to think along with you, honestly and without sales pitches.

You can find Natur-el at Zwaanshals 376 in Rotterdam. We are open from Tuesday through Saturday from 10:00 to 17:30. You can also call us at 010-7954177 or email us at klantenservice@natur-el.nl.