It’s not to say men’s brands aren’t doing sustainability or transparency right, it’s that it’s fewer and further between.

“I think it’s quite overdue that we get some common deadines for how we show sustainability and how we explain it to the consumer,” Kasper Todbjerg, the designer behind the Kering-backed Scandi label Isnurh, told celebritiestalks at The Copenhagen International Fashion Fair and the Council of Fashion Designers of America showroom during New York Fashion Week. Todbjerg and cofounder Oliver Abrenica started the label in 2017 for anyone who “expects more than ordinary” clothes.

“It is something that’s quite hard to define right now because there’s so many things going on. What we try to do at Isnurh is to try to prove it ourselves by being very transparent in our videos and our pictures, at first, in terms of showing how we do it. That’s why [we planted] a shirt in the soil and waited 35 days, and it was completely biodegradable.”

Todbjerg showcased the biodegradable process for his waterless-dyed, floral print collared shirt. In an Instagram demo, Todbjerg is seen burying the shirt scrap in a backyard garden.

“Doing something and showing something is a quick way for the consumer to say, ‘OK, this one is made without water, this one is made with sustainable ink and with minimal environmental footprint’ — and then, it’s cut in Denmark. It gives key insights into sustainability and from a brand perspective, I think that’s so important.”