The fashion industry is constantly growing and evolving. There are thousands of brands out there to choose from. And as sustainability becomes more important to consumers, fashion brands are trying to position themselves as the green 'choice'. However, most of the time this is just greenwashing (when brands mislead consumers about their sustainability practices).
This makes it overwhelming and difficult to identify which brands are actually sustainable and which are greenwashing. Here are four key things to research before purchasing to help you make a more informed, conscious shopping decision.
1) Who made the clothes?
One of the easiest places to start is to look at who is actually making the clothes. Not the brand, but the people working in the clothing factories.
Does the fashion company disclose the location of their factories? Is it in a country or area that has legal protections for workers?
Is the company committed to no child labour? Are they signed up to any certifications that ensure this is upheld?
Are they committed to paying fair wages to their workers? Do they pay a living wage or the minimum amount possible?
2) What's the textile composition?
Another great signal of a company's commitment to sustainability is the materials they use in their clothing. You should be able to find this information on the individual product pages or the clothing's care labels.
Do they use natural materials like cotton or silk? Are these fibres organic or Fairtrade certified?
Avoid buying clothing made from synthetic fibres (fossil fuel) like nylon, acrylic or polyester as they're bad for the environment and not made to last
3) How often do they release clothing?
Fashion follows rapidly changing trend cycles. A clear indicator that a company isn't sustainable is when they follow the trend cycle by releasing clothing frequently. It's common for fast fashion brands to release multiple lines throughout the year, whereas sustainable fashion brands avoid following the trends and release clothing that can be re-worn for years to come.
Take a look at their website, how many items of clothing are they currently selling?
Take a look at their social pages, do you see them frequently dropping new fashion lines?
4) Where does their clothing end up?
The end of life of clothing is equally important to consider in your purchase. This is where clothing can have the most impact on the environment. Sustainable fashion brands take into account the impact of their clothes once they're purchased and ensure their impact is minimal even once they've left their factory or store.
Does the fashion company follow a circular fashion model? (e.g. recycling old clothing, providing a repair service)
What do they do with deadstock or leftover materials?
Answering these questions is a good place to start to identify whether a fashion brand is truly sustainable. This information should be easy to find on the company's website. After all, it's something they should be proud of and shouting about!
If you're not able to find this information then it usually means they're not an ethical and sustainable company. Ensure that any information provided on their website is backed up by certifications and company data, not just empty words.
And if you're in doubt, or have any questions, don't be afraid to drop the company an email and ask for more clarification!
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