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Zalando Answers Consumers’ Sustainability Calls With Expanded Eco-Fashion Assortment

Zalando is going greener.

The Germany-based apparel e-tailer announced Wednesday that it will be expanding its “sustainable fashion assortment” with the addition of  brands such as Ecoalf, Girlfriend Collective, Mud Jeans, Swe-s and Stripe + Stare in the coming weeks.

The move, Zalando noted, is a response to customers who are becoming “increasingly concerned about the future of our planet and want to make more sustainable fashion choices.”

The company says it already features more than 15,000 sustainably produced items from 240-plus brands, including Armedangels, Filippa K, Mother of Pearl, Nudie Jeans, Patagonia and Veja. To help customers locate these products more easily, it flags them with a “green” label that singles out better-for-the-planet materials or certifications.

Still, the incoming brands will help diversify its offerings, Zalando said. The company says it remains “conscious of its ability to influence the demand for and the supply of sustainable fashion” and seeks to wield its clout to become a “credible sustainability player” in the field.

“Our current fashion assortment with a sustainability benefit is already one of the largest available in Europe, but we’re just getting started,” Sara Diez, vice president of womenswear at Zalando, said in a statement. “Our ambition is to provide customers with a bigger assortment to choose from, clearer information to choose with and all the inspiration they need to make more sustainable choices.”

Zalando says it decided to boost its brand portfolio after noticing an uptick in search terms such as “organic” and “fair trade” on its website.

“Onboarding these new brands is an important step on our journey, and we’ll focus on adding more sustainable choices to our assortment in the upcoming months,” Diez said.

Zalando serves more than 27 million customers in 17 countries, including Belgium, Denmark, France, Poland, Spain and the United Kingdom.