I.AM.GIA, founded in 2017 by Alana and Stevie Pallister, is a brand that relies on socialites and models such as Bella Hadid and Kaia Gerber to promote their products. The name Gia comes from the supermodel Gia Carangi, and the Pallister sisters hope that anyone wearing their clothes will embody this supermodel, Instagram “it girl” mentality. The pair also own Tiger Mist, another clothing brand that was founded in 2007. I have heard so much about I.AM.GIA in recent years from friends, Instagram, TikTok, and more, but I was surprised to find little to no information about their business practices. There is no sustainability page or even a simple pledge on either I.AM.GIA or Tiger Mist’s websites. This is quite alarming to me as even notorious fast-fashion companies such as Shein at least greenwash on their own website. This extreme lack of transparency coupled with copying scandals and unsustainable materials left me to rate I.AM.GIA a 0.
This set is made from 45% polyester, 50% nylon, and 5% spandex. The first problem I noticed is that besides all of the issues with polyester itself, due to the addition of nylon and spandex, these items cannot even be recycled. Nevertheless, polyester is a synthetic fabric that is not biodegradable and necessitates fossil fuel extraction for its production. I.AM.GIA does not have any information on their website about where these materials are sourced, so I can only assume that there are not any energy-saving measures in place to reduce harmful emissions. Polyester, when washed, also releases microfibers that pollute our environment and makeup 85 percent of human-made debris on shorelines around the world. Overall, these are not sustainable materials and I.AM.GIA has shown nothing to prove that they are at least trying to reduce emissions or help the environment in any way. For these reasons, I have to rate them a 0 in this section.
Unfortunately, I.AM.GIA does not include their manufacturing processes anywhere on their website and the owners have not spoken about it in interviews either. According to their LinkedIn, they have 51-200 employees which is quite an interesting range, yet shows the size of the company to be relatively small. For this reason, they may not be as concerned with publishing their labor practices as they should be. This, of course, is not me letting I.AM.GIA off the hook. The two owners are young women who are active on social media and undoubtedly know about the necessity for sustainable practices and the demand for transparency from consumers, which makes their lack of information all the more shocking. I am left now to only assume the worst for their labor practices since they do not seem to even care enough to greenwash/exaggerate on their own websites, and for that reason, I am rating them a 0 for this section.
Again, I.AM.GIA’s website gives nothing about their company’s sustainability practices or even their origin story. One of the co-founders, Alana Pallister, was interviewed by Forbes due to the rapid success of this company, but there was not even a single question about the ethics of her business. All of the questions seemed as though the interviewer was a fan obsessed with the image that Alana was able to cultivate. It is truly baffling to me that their website gives so little information about the company itself. I hope that in the future I.AM.GIA will be held accountable by consumers for their lack of transparency, but for now, I have to rate them a 0 for this category. This company was founded 5 years ago, and the founders have owned their other company, Tiger Mist, for 15. This is ample time to correct labor practices and work on sustainability initiatives, but they obviously have not.