You feel it, I feel it, we all feel it: sustainability fatigue. The word is thrown around so much, from being written on a restaurant menu to being stamped on the tag of the pants you’re about to buy, that we barely know what it means anymore. Sustainability in the fashion industry needs particular attention – especially when “the UN’s Fashion Industry Charter for Climate Change remains voluntary and brands continue to make impressive-sounding sustainability declarations that don’t begin to make a dent in the climate crisis”(via Dazed). 

As individual consumers, we can make a difference by giving our dollars to companies who weave sustainability into their brand values, not those who greenwash us into oblivion with a catchy, purposeless tagline. One such brand that embodies true consideration for people and the planet is Siz. 

Portuguese twin sisters Raquel and Sofia are the brains behind Siz. Fittingly, the name is an abbreviation for “sister.” Through a written interview with Ombre Digital, the designers explained that from childhood, they loved creating, whether it be singing, dancing, acting, or drawing. This passion for the arts continued through college where both sisters studied fashion. Although they started their post graduate careers at separate design houses, “we [Raquel and Sofia] felt like we needed to explore a more sustainable approach and we needed to have our own space to be creative.” 

Since its inception, Siz has been committed to “the ‘new’ fashion: slow fashion by providing quality pieces that take into account the planet and the workers.” This is not your ordinary fashion label. Each collection is inspired by something that personally resonates with the sisters; for example, their first collection, CYGNUS, was inspired by constellations. This collection is just one example of the effortless and chic designs displayed through radical transparency. Every product is made locally and with extreme care for the fabrics and materials are GOTS-certified, PETA-approved, and organic. Raquel and Sofia design, cut, sew each pattern, and have it tested on old fabrics before it goes into final production i. This means significantly less waste than most traditional production practices. Items are shipped in compostable mailers and labels, and hangtags are made with excess t-shirt fabric. Genius.

This design duo doesn’t stop there – Raquel and Sofia shoot the look book, campaign, and individual product photos in-house. When they need the occasional extra pair of hands with sewing or digital marketing, local teams are tasked with the job. They are made part of the SIZ family and have the freedom to bring their creative ideas to the table alongside the sisters. This genuine consideration for people and planet is the truest definition of sustainability.

“The textile industry is the second most polluting in the world, but we know that alternatives can exist sustainably,” say the sisters. It’s not easy to define and establish brand values like true sustainability in a world where consumers are inundated with greenwashing tactics. Yet Siz’s commitment to transparency, treating their team like family, and creative exploration shine bright in every design. They tell the story of these company values through various marketing channels. 

An exploration of Siz’s website will highlight campaigns that extend the life cycle of their clothes such as the Take Back Program, Sell 1 Buy 1, and Plant A Tree. I asked Raquel and Sofia deeper questions about how they’ve stuck to their business’s core values and learned what their customers most want to hear. 

Some questions and responses have been edited for clarity and brevity. 

The word ‘sustainable’ is so widely used today, and unfortunately, leveraged in greenwashing tactics. What does sustainability mean at SIZ? 

For us, greenwashing is one of the worst things you can find these days. It’s damaging to the environment and unfair for the consumer and for the true sustainable brands. We as a small sustainable brand can’t compete with giants that are using these tactics, and some consumers can’t see through the fog. For us sustainable fashion means respect. Respect for the planet and respect for the fashion workers.  It is so much more than our sustainable fashion brand; it means we do everything to act accordingly to our environment. For us, it’s not a trend but a lasting way of production and consumption. 

How do you show that Siz’s version of sustainability is authentic, genuine, and sets you apart in a crowded industry? 

We start with the first value that we defend: Transparency. We show everything we can, from the behind-the- scenes, the off-cuts when they arrive at the studio,we show the price breakdown and we show our seamstresses in their studios. We talk about our fabrics a lot and why they are sustainable, and we also talk about all our sustainable choices around packaging and labeling. And we also have several sustainable campaigns to raise awareness and help the customers and the planet at the same time.

Our collections are always based on and inspired by an environmental or societal issue; something important that we aim to raise awareness to. Most recently we talked about deforestation due to palm oil plantations and the consequences to orangutans and the new collection is about Marine Noise Pollution. 

Your brand focuses heavily on transparency in production – why is this important for SIZ customers to know? 

It is important for our customers to know everything. Customers should think well before they make any purchase and ask some questions: Where was this made? Who made this? Were they paid fairly? Are they working too much for too little so I can have a t-shirt for 3€ and feel happy about it? Or are they working just enough hours on a slow and conscious production? Yes, this will make the prices higher. But if we clearly explain why, our customers will know we don’t just mark up a price for a profit. A small, sustainable and ethical brand is not made for profits. Customers aren’t used to this yet, but we hope to help their understanding. 

Big companies should be more transparent too; show where they produce. Maybe that way they would not say they are green and sustainable so easily, and people would understand the difference between fast fashion and slow fashion.

What have been some of your favorite marketing campaigns to date?  

We’ve loved creating all of them! But one of our favorites was the “Resfeber” collection! [This collection was inspired by both modern and ancient nomads]. We traveled to Douro, in the north of Portugal and we shot in the middle of the river! It was a cool day, sailing and shooting with a great team! But again, all of them are special in their own way! 

Your Sell 1 Buy 1 campaign really stood out to me – can you share a bit more about the idea behind it?  

We give our customers the possibility to trade in the pieces they don’t use anymore and get a new SIZ piece in return. It’s that easy. We work with a [third party] partner – they have a system where you provide several aspects about the piece you want to sell and then give you the value of your item. Then you trade it for credit on our website. 

What strategies have you used to reach and retain a loyal customer base?

We love to connect with customers, as well as with potential customers and social media followers. We send newsletters and DM’s and reply to a lot of comments on Instagram posts. Also, we like to do polls on Instagram and interactive questions that help us get to know our customers better. We try to give some special gifts and discounts to our customers, so they feel as special as we know they are!

Love that! It’s clear that another core business value of yours is community. Every Siz customer is part of the #SIZGang. How did you start this community and how can others be a part of it?  

Ah thank you, glad you like it! We started it from the beginning, because we wanted to have that feeling of community and a gang of the coolest girls wearing SIZ made sense. In the beginning we were creating special hashtags for each collection, so if you have a piece from the first collection you are in our special club (#SWANclub) and if you’re a fan of the After pieces, you’re apart of the #SAVIOURSgeneration and so on. All together we are one “big” happy #SIZGANG!

It has become obvious to me that SIZ has gained such a loyal following by being unwavering in their core values. According to Grammarly, “brand consistency is correlated with an uptick in brand awareness, which is the first step in the buyer’s journey.” 

Other brands, especially fashion labels, would be served well to take note of how Raquel and Sofia are leading the charge in sustainability. 

The following are key takeaways brands can bear in mind along their journey to becoming a more conscious company: 

• Make your company values and commitments to sustainability clear and easy for a customer to find 
• Design campaigns that push forward the message of a socially conscious cause
• Let consumers extend the life cycle of their clothing through internal marketing and give-back initiatives
• Produce with as little waste as possible, and source fabrics that are GOTS-certified and organic 
• Hire locally, and pay workers fairly 

Featured Image: SIZ