A new study has named October’s Very Own, the streetwear brand founded by Drake, as the most sustainable celebrity clothing label, with 73.8% of its products made from natural materials.
The research, conducted by sustainable print-on-demand provider NovaTomato, analyzed the product materials of popular celebrity fashion brands to determine their environmental impact.
Coming in second place is The Row, the luxury fashion brand by Mary-Kate and Ashley Olsen, which uses natural materials in 72.6% of its products. Drew House, the casual wear brand launched by Justin Bieber, ranks third, with 66.6% of its items made from natural fibers.
The study highlights the growing push for sustainability in the fashion industry, where synthetic materials contribute significantly to environmental waste.
- October’s Very Own (Drake) – 73.8% natural materials
- The Row (Mary-Kate and Ashley Olsen) – 72.6%
- Drew House (Justin Bieber) – 66.6%
- Draper James (Reese Witherspoon) – 52.4%
- Rouje (Jeanne Damas) – 51.3%
- Good American (Khloé Kardashian) – 41.7%
- SKIMS (Kim Kardashian) – 37.6%
- Stella McCartney (Stella McCartney) – 32.3%
- Savage X Fenty (Rihanna) – 29.5%
- Khy (Kylie Jenner) – 26.7%
Founded in 2011, October’s Very Own is known for its high-quality streetwear and signature owl logo. The brand topped the list based on its use of natural materials across 563 different products.
Luxury label The Row, launched in 2006, is recognized for its minimalist aesthetic and commitment to premium fabrics. Meanwhile, Drew House, founded in 2018, has gained popularity for its relaxed, oversized clothing styles.
Lyn Bai, CEO of NovaTomato, emphasized the role of celebrities in influencing sustainable fashion choices.
“It is great to see celebrities and their brands using natural materials in their products,” Bai said. “When celebrities embrace sustainability, they set an example for millions, proving that fashion can be both stylish and responsible.”
The report also points out that while some high-profile brands use a significant amount of natural materials, others rely more on synthetics. Stella McCartney, a longtime advocate for ethical fashion, ranks lower on the list with 32.3% of products made from natural fibers, likely due to its use of innovative vegan materials.
Bai noted that the fashion industry’s environmental footprint remains a major concern. “The choices brands make today will shape the future of our planet,” Bai said. “If more celebrities support sustainable practices, it will raise awareness and inspire both brands and consumers to make more eco-conscious decisions.”
With sustainability becoming a key focus in fashion, brands that prioritize natural materials and responsible production may continue to lead the industry in the years ahead.
