On ethical and sustainable clothing
Sustainable fashion is not just about circularity and materials it is also about the people making our clothes and companies being transparent with the whole production chain. It’s not enough with nice words however, we’ve all seen the green washing captions out there with vague numbers and promises. I think brands in general can do more to make the information and facts understandable for consumers for example by translating the information to something we understand. And some brands really make an effort.
It is a lot to ask from the consumer to navigate what is sustainable and what is not. Especially since sustainability is a trending topic which all brands want to capitalise on. That is why we see fast fashion brands creating their own label with names such as ”better choice” or conscious collection and while this is a step in the right directions these brands do nothing to change the unethical and unsustainable industry that fashion is built on.
How to shop for sustainable fashion:
What’s the brand’s business model is it to consume a lot and often? Then it’s probably not very sustainable. But if they have for example a program for mending your item if it breaks then they might be a more sustainable option. However, you might want to check out the rest of the bullet point as well.
Check out the Good on you site and search for the brand you’re want to shop from. The site rates brands on several points and give them a the rating We avoid, Not good enough, It’s a start, Good, Great. So it’s a good starting point the looking for sustainable fashion.
Look for third part certifications such as GOTS or Fairtrade. And be mindful about who is the sender of this label.
Does the brand talk about sustainability and do they back up their claims with reliable (and understandable) facts.
Choose second hand. Most of a garments pollution comes from the production so by buying second hand you skip that step since the garment has already been made.
Reflect on where you clothes come from and question if you need to buy an item or if you can borrow or rent it instead.