How to ensure you're buying from a sustainable brand?

by Devina Hofste
How to ensure you're buying from a sustainable brand?

In today’s world, the terms “ethical” and “sustainable” have become increasingly important in fashion and manufacturing. But how can we truly identify brands that live up to these ideals? To understand what makes a brand genuinely sustainable, we need to first clarify what these terms mean and why they matter.

What Does “Ethical” Mean?

Ethical manufacturing focuses on fairness, transparency, and the well-being of everyone involved in the production process. It prioritises:

  • Fair Wages: Ensuring workers are paid fairly for their labour.

  • Safe Working Conditions: Providing a safe, respectful environment for employees.

  • No Exploitation: Rejecting practices such as child labour or forced labour.

  • Respect for Human Rights: Upholding dignity and rights for all workers, from fabric suppliers to factory staff.

When a brand is ethical, it values the people behind its products as much as the final result.

What Does “Sustainable” Mean?

Sustainability goes beyond just ethical practices; it focuses on the environmental impact of production and how long a product will last in the ecosystem. A sustainable product considers:

  • Materials: Are natural fibres like linen, organic cotton, or hemp being used? Avoid synthetic materials like polyester, which take centuries to degrade.

  • Production Processes: Are resources such as water and energy being used responsibly? Is the carbon footprint minimised i.e. is the product being sourced from all around the globe or is it being sourced locally or from simply one country?

  • Afterlife of Products: What happens when the product is no longer usable? Natural fibres typically break down into the earth without leaving harmful residues, while synthetic materials often contribute to landfill waste as they take thousands of years to breakdown.

  • Circular Economy: Some brands now offer take-back programs or create products designed to be repaired, recycled, or composted.

How to Spot Truly Sustainable Brands

If you want to shop more mindfully, here are key steps to identifying truly sustainable brands:

  1. Check the Fabric Content

    • Look for natural fibres like linen, cotton, wool, or hemp. Avoid synthetic materials such as polyester, acrylic, or nylon, even if they are recycled.

    • Natural fibres not only feel better on the skin but also decompose more easily, reducing environmental impact. Linen takes only weeks to decompose when composted!

  2. Understand the Price

    • Ethical and sustainable products often come with a higher price tag—and that’s a good thing! Fair wages, high-quality materials, and responsible production cost more. A very cheap item might indicate unethical practices or low-quality materials. These low-quality materials likely won't last very long and will end up in landfill sooner rather than later.

  3. Look for Certifications

    • Certifications such as GOTS (Global Organic Textile Standard), Fair Trade, and OEKO-TEX indicate that a brand is adhering to certain ethical and sustainable practices.

  4. Do Your Research

    • A truly transparent brand will openly share details about its sourcing, production, and sustainability efforts. Check their website or contact them directly for information.

  5. Buy What You Truly Love

    • Before purchasing, ask yourself: Do I genuinely love this item? Will I wear it often? Buying less but choosing higher quality ensures your wardrobe stays intentional and long-lasting.

  6. Support Local and Small Businesses

    • Locally made, artisan-crafted pieces are often more sustainable and meaningful. These items are less likely to be mass-produced, reducing environmental impact while supporting small businesses and communities.

Spotting truly sustainable brands requires a bit of research and thoughtfulness. Ethical and sustainable fashion is not just about what we buy but how we approach consumption. By understanding materials, investing in quality over quantity, and supporting brands with integrity, we can contribute to a more sustainable and ethical world.

When you choose to buy less and buy better, you’re not just investing in your wardrobe—you’re investing in a future where fashion respects both people and the planet.

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