In 2011, London entrepreneurs Diana Verde Nieto and Karen Hanton, MBE, saw a gap in the growing sustainable fashion market. How do customers wishing to buy better and brands wishing to do better find each other? There was no portal, no message, no simple way to know if a brand touting sustainability was the real deal or just green-washing a marketing message for shareholder's benefit. So, PositiveLuxury.com and Butterfly Mark were born. The site offers a portal for consumers to find sustainable brands and, the Butterfly Mark provides a simple, elegant way to communicate that the brand has been well vetted and consumers can spend their money with confidence knowing the brand is committed to making a difference.
The Butterfly Mark originates from the story of the Large British Blue Butterfly which was extinct in Britain in 1979. Through the dedication of multiple organizations and individuals, the Blue Butterfly was reintroduced to its natural habitat and is now considered the most successful insect reintroduction in the world.
To earn the Butterfly Mark, brands must pass a stringent annual assessment process where sustainability is measured from start to finish. Every element of the brand is scrutinized from social and environmental impact to philanthropy and innovation.
Once approved, PositiveLuxury highlights the individual brands sustainability committments like environmentally friendly packaging, water reduction, non-voc, cruelty free, forest sustainability and more.
Look for the mark when you shop!