First things first, let’s get clear on the basics. What is sustainable fashion?

According to The Fashion Law, the problem with sustainability is that it doesn’t really mean anything. Dating back to 1987, the first definition of sustainability was coined by the World Commission on Environment and Development, defining the term as ‘development that meets the needs of the present without compromising the ability of future generations to meet their own needs’. 

However today, terms such as sustainability, eco-friendly, ethical, responsibly-made lack concrete, uniform definitions with foundations in law that brands and consumers can observe. - The Fashion Law

So, what to look for when trying to purchase something that is ‘sustainably’ made? 

1. Shop Local

When possible, support brands at a local level. Whether they’re small shop owners nearby, local designers, or are working with local manufacturers, every bit of support helps. The more we support local makers, the more we can reduce emissions from international shipping for manufacturing, whilst giving back to the local economy. 

2. Buy Second Hand

Support second hand. With the trend of thrift shopping continuing to rise, there are plenty of ways to buy second hand. Balance your wardrobe with beautifully considered new pieces, and some amazing second hand steals. 

3. Support Brands That Give Back

When you buy from a brand that gives back, you’re also supporting the community or charity that is on the receiving end. Not only does it feel good to have that new item in your wardrobe, but knowing someone else also benefited from the purchase is an added feel-good factor. 

4. Start With Natural Fibres

Natural fibres are better for you and for the planet. Firstly, a natural fibre feels so much better on your skin, no surprise, given that it comes from the earth. Natural fibres such as linen, (organic) cotton, bamboo, wool and silk are a great place to start with adding to your wardrobe.

5. Recycled Materials If Manmade

In some cases, manmade materials are going to be a preferred option. Particularly in the activewear scene, where those tight, lycra yoga pants are your weekend go-to. If you’re buying something from manmade materials (nylon, polyester) look for brands that are using recycled materials. This way, they’re not contributing to more pollution to create the item, they’re effectively diverting the plastic problem into a pair of yoga pants - who wouldn’t want that? 

6. Look For Organic Where Possible

Whilst natural fibres are a great place to start, there is evidence around some growth processes using a lot of land, water and pesticides. Cotton being a main player in the game, if possible look for organic cotton when buying, and likewise for bamboo. Wearing a natural fibre looks and feels beautiful, but if it’s harming the planet and the person with pesticides we’re saying it’s a no-go. 

7. Look For Brands With Vulnerability

It’s common knowledge that the fashion industry is a main player in the climate change problem. And whilst there’s a long road ahead, brands are becoming aware of their impact and are acknowledging that whilst they’re not perfect, they’re trying their best to work through it. From supply chain to materials, packaging and more, there are a lot of factors behind the scenes to strive for sustainability perfection. Look to support brands that are open and honest about their journey, so you can follow along with them. 

8. Look For The Small Announcers 

Sometimes it’s the quiet guys that are making the biggest difference. Be aware that sometimes those who shout the loudest are not always doing the best. Look for the smaller brands, or the quieter ones that are making small but effective steps. They’re most likely the ones working hard behind the scenes to put proper steps into place. 

9. Built On Longevity, Less Trend Driven

Support brands that have the notion of longevity at their core. Sustainability can come in so many different forms, and one is looking at clothing as lifetime staples, rather than seasonal trends. Build your wardrobe on a collection of timeless pieces that are built from quality and will stand the test of time. 

10. Buy Less, Buy Better

As fashion sustainability leader, Clare Press says, “Unsustainable fashion comes from being thoughtless about our consumption and disconnected from its impacts, and from the people who make our clothes”. Starting to become more aware of how we’re shopping and why we’re shopping will make a difference. Making a considered effort about shopping will help us all be more mindful consumers.

Images sources by Ashley Simonetto. Image 1: Curated Spaces. Image 2: St Agni. Image 3: Scandanavia Standard Image 4: Curated Spaces