Sustainable clothing has really taken off in recent years. These days, it feels like every fashion brand and studio wants to jump on board, offering a sustainable or “green” collection and aiming to help create a more eco-friendly fashion industry. Great for the planet and better for you.
But what exactly does “sustainable” mean? According to the dictionary, sustainable means “long-lasting.” So, in simple terms, something is sustainable if it can hold up over time. If it isn’t built to last, then it’s not truly sustainable.
‘Sustainable’ sells
Plenty of research has shown just how big the fashion industry’s impact is on our environment, and the verdict is clear: we need to make it more sustainable. Fast-changing trends, poor quality, overproduction, and waste just don’t make sense anymore.
That’s why more and more people are choosing fairly made clothes, organic and eco-friendly fabrics, or giving clothing a second life by buying vintage or secondhand. Words like “sustainable,” “green,” or “There is no planet B” really resonate, because deep down, we all want to do our part to make the world a better place.
And honestly? Many of us are willing to pay a little more for that “feel-good” factor that comes with buying sustainable products.
Greenwashing
It all sounds great in theory, but what does sustainable fashion really look like in practice?
Fashion brands are running full steam ahead with their PR machines. All you need is a “strong” sustainability policy (some nice buzzwords on paper), sign up for a few eco-labels, and set vague goals like reducing your CO2 emissions (which are nearly impossible to measure anyway).
Some brands even score well on sustainability rankings, but don’t actually share what’s going on behind the scenes.
On paper, it all sounds wonderful, but the reality can be very different.
Greenwashing is a real issue in the fashion world. That’s when clothes are marketed as sustainable, even though they’re not. It’s pure marketing, a clever sales trick. Every now and then, these brands get called out, especially the cheaper ones, when the truth comes out in the media.
How Do I Know if a Clothing Brand Is Sustainable?
The truly sustainable clothing brands are proud of what they do, and they love to show it. They’re transparent and happy to give you a peek behind the scenes.
For me, the number one question when I’m checking out a fashion brand is always: Do we share the same values? Do they care about both people and the planet? Do they use sustainable materials? This is actually quite easy to find out. Check the label inside the garment, or take a quick look at the brand’s website.
You can usually tell pretty quickly if a company is all about fast fashion or if they truly value craftsmanship and creating a high-quality product. For me, a sustainable piece I’d want to buy is one where you know who made it and what eco-friendly fabrics were used. And, this is the big one; it’s not super cheap. Because sadly, “good” and “cheap” don’t go hand in hand. A $5 t-shirt can’t be made from high-quality sustainable fabric, and the person who sewed it probably wasn’t paid fairly.
What Counts as Fair Clothing?
Fair clothing is made with respect for both people and the planet. That means safe working conditions, fair pay, no child labour, and using materials that do as little harm as possible to the environment.
One way to check this is by looking for certifications or eco-labels on the brand or garment. All official sustainability labels have strict requirements and regular inspections, just like food labels. The organization behind the label sets clear rules, such as banning certain harmful chemicals in fabrics. Once a brand meets these standards, it can apply for the label.
And don’t forget, second-hand clothing also counts as fair clothing! When we give existing clothes a longer life, less new clothing needs to be produced. And that’s always a win for the planet.
Second-Hand Clothing
Second-hand clothing simply means clothes that aren’t brand new; they’ve been worn and washed before. Although you’ll often find pieces in second-hand shops that still have the tags on, because the first owner never actually wore them. (Probably a shopping mistake we can all relate to!)
Buying second-hand isn’t just better for the planet, it’s better for your wallet too.
When you buy something pre-loved, you’re giving that garment a longer life. By choosing not to throw clothes away, but instead passing them on as second-hand (or even third-hand), you help reduce the huge amount of textile waste that harms the environment. Each second-hand piece gets a fresh start. And for every item bought or sold second-hand, there’s one less item that needs to be newly made.
Where to Buy Second-Hand Clothes
You can shop second-hand both online and in physical stores. At thrift shops or dedicated second-hand boutiques, you can try things on straight away, which can be really handy.
Online, there’s the Vinted app for great bargains, sometimes just a few dollars per item.
It’s a simple way to grow your wardrobe sustainably without spending a fortune. And of course, not all second-hand clothing is budget-friendly; there’s also the exclusive side of it. Take vintage fashion, for example. These pieces often look anything but “cheap” and can be incredibly sought-after.
Sustainable Fabrics for Clothing
If you still prefer to buy something new, maybe because you couldn’t find your size or the right color among the second-hand options, it’s worth looking at what your new garment is made from. Synthetic fabrics are best avoided, as they’re highly polluting (polyester, for example, is made from petroleum) and not the most comfortable to wear. They can feel static, sticky, and may even cause skin irritation.
It’s better to go for natural, plant-based fibres such as organic cotton, hemp, wool, bamboo, flax (linen), or even wood. Yes, wood! You can actually turn trees into one of the most sustainable fabrics available today: lyocell (also known as Tencel) and EcoVero. The wood comes from sustainably managed forests, and the water and chemicals used in production are captured and reused. It’s incredibly eco-friendly, and it feels silky soft on your skin.
Organic cotton, as well as most hemp and linen, is grown and processed organically. Hemp and bamboo are especially eco-friendly plants: they grow almost anywhere without taking away farmland for food crops, they need no irrigation, and they require no fertilisers or pesticides. Hemp feels comfortable and is extremely durable, while bamboo is pleasantly soft, almost luxurious to the touch. All great choices for creating truly sustainable clothing.
Cheap Sustainable Clothing
The most sustainable and cheapest clothing you’ll ever find is… in your own wardrobe. Let’s be honest, the clothes you already own are the most sustainable thing to wear. You’ve already bought them, so there’s no need to purchase anything new. And they’re definitely budget-friendly, it costs you nothing, except maybe the time it takes to give your wardrobe a good sort-out.
Do you have pieces tucked away at the back that you’d forgotten about? Could you create new outfit combinations? Maybe you can refresh a garment by customizing or dyeing it so it feels brand new again. If you’re handy with a sewing machine, you could even alter or completely transform something yourself. Borrowing or renting clothes is another great option that’s becoming more and more popular.
What Is a Sustainable Clothing Brand?
A sustainable clothing brand produces garments with care and respect for the planet, animals, and people. That means animal-friendly practices, fair human rights, materials with a lower environmental impact, and safe, ethical working conditions.
Luckily, there are plenty of brands out there offering affordable, sustainable clothing that ticks all these boxes, and that makes wearing it feel even better.
Tip: follow your favorite sustainable brands and keep an eye out for sales; it doesn’t always have to be expensive. A lovely sustainable brand, for example, is New Angels. Take a look at their shop for the current selection (and offers!) of locally made, eco-friendly clothing.
What’s Your Favorite Piece of Clothing?
At the end of the day, building a more sustainable wardrobe isn’t about being perfect; it’s about making small, thoughtful choices that add up over time. Whether it’s wearing what you already own, choosing second-hand treasures, or investing in clothes made from eco-friendly fabrics, every step counts.
Sustainable fashion isn’t just better for the planet, it feels better too. There’s something special about knowing your outfit tells a story you can be proud of. So wear it with joy, wear it with care, and let your style be as kind to the world as it is to you.
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