Shopping Toward A Better, More Responsible Future


Forbes | August 6, 2021


The world has been leaning toward sustainability and responsible production. Many consumers wanted to dig into products and brands' pronouncements rather than taking them at face value. Fashion and beauty company, Toward is giving consumers metrics for brands’ sustainability efforts so that they can make informed decisions about the products they’re buying.


“The concept came up during the Covid-19 crisis,” said Ana Kannan, founder and CEO of Toward. "There was a push to shop more responsibly and know where clothes the clothes came from. I realized there were a lot of people like me who wanted to shop more responsibly but three-quarters of them didn’t know how.”


Toward is disruptively creating a more responsible way to shop for luxury goods. Created in-house, Framework consists of 100 questions posed to potential brands at Toward. This gives consumers a guarantee that its brands meet the highest standards of responsibility. The questions cover current position on responsibility journey, future plans, and current limitations in pillars ranging from materials and transparency, water management and forestry to workers' rights.


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