What’s Up With That Butterfly Mark?

by Bill McCool on 02/21/2020 | 2 Minute Read

Every brand wants you to know that they are sustainable. Or that they’re, like, figuring it out. Really. They are.

The problem is that there are untold numbers of brands who talk a good game about the one time they had a corporate outing for a beach cleanup and how they maybe turned all of the plastic bottles they found into a park bench or some such nonsense. And all the while, they’re more than happy to keep selling you beverages packaged in virgin plastic.

However, there are a few brands that want to get it right, and it’s something that’s echoed throughout every part of their business. 

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Now, we have a distinctive mark to tell us what those products are. The Butterfly Mark is an interactive certification mark for luxury brands that meet the highest of sustainability standards. The third-party accreditation lays out a brand’s environmental performance in a transparent way and lets consumers know that the product they’re about to purchase has been vetted thoroughly.

We owe the creation of the mark to Positive Luxury, a company dedicated to highlighting luxury brands that weave sustainable practices throughout their business. The UK group started back in 2011, and they bring attention to some of the most influential and eco-friendly brands from the world of fashion, beauty, and accessories—basically, the REALLY nice stuff that won’t make you feel ashamed of a company’s irresponsible and unethical practices. 

So, how does one earn the mark? First, you have to meet Positive Luxury’s rigorous standards. You have to be a brand that promotes equal pay, uses no harsh chemicals, never tests on animals, supports charitable causes, is carbon and energy conscious, PVC-free, and sources their raw materials responsibly. 

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Once you pass muster, the mark can get displayed on a brand’s website, packaging, or wherever their products live. You might have even heard of some of the brands who can proudly wear the mark on their sleeve like Christian Dior, Louis Vuitton, Foxology, Gabriela Hearst, Kenzo, and Ocean + Main.

More and more consumers want sustainable products, and if someone can take away the hours of research and numerous Google rabbit holes waiting for us to see if a product is responsibly made, well, that’s a win.

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