Buying new
Once you have used what you have to the best of your ability and exhausted second hand clothing options you will probably have to buy some clothes brand new. Here is my guide to buying new as sustainably as you can.
As always have your list of values at the ready (mentally or physically). This should include what’s important to you and what you are looking for in a sustainable brand or clothing option.
Make sure not to be greenwashed by all the supposedly sustainable brands, or lines within brands, out there. If you need some guidance check out my green-empowering series especially my blog on what to look out for.
Where to look
Unfortunately most sustainable brands are online and not currently available as brick and mortar shops on your local high street. However, every now and then you may come across a small independent store that stocks better brands or a large department store (usually expensive ones) who stock a few lines from more sustainable brands.
John Lewis, here in the UK, does have a few lines of more sustainable clothing brands such as Thought, Baukjen and Albaray. The truth is I have yet to be able to afford anything from these brands off the rack at John Lewis. However, I would still recommend finding a shop that does sustainable brands (even if you’re not going to buy anything) to give you a chance to look at the clothes, examine the labels, have a feel of the fabrics. Start re-educating yourself on clothes - how they are made and what they are made of.
Fabric / Fiber / Material
Most high street stores are horrendous in their practices and the materials they use, both to make and package their wares. For example, once you start looking, you will soon realise that most of what we wear is actually plastic and natural fibers are hard to find.
For more on fabric and the types of materials used to make clothes check out Sustain your style’s pretty exhaustive Fiber review.
As always we are talking about working on increasing our sustainability. Taking steps from where we are now - our current practices - to become more environmentally conscious. So maybe your first step it to try buy less fossil fuel based fabrics (the plastic type ones) and more natural ones. Or to buy more clothes made from recycled content.
(more) Sustainable Brands
Good on you is a great place to start as it is a directory of various clothing brands. It rates them according to their treatment of the planet, people and animals. At a quick glance, or search, you can tell if you want to pursue a brand further or not.
Once you’ve found some alternative brands you like the look start researching them. Look into their claims around environmental sustainability. Check their values alongside any evidence they provide to prove they follow through on these values. This can be external reports or certifications. I have outlined some certifications in a previous blog which you can find here.
Circularity
Last, but not least, one of the most important measures of success for a sustainable brand is circularity. Do they operate on a circular model of design, production and end of life? For example: Do they use recycled content, provide repair services, or a take back scheme for when you are done with an item.
In Summary
To increased the environmental sustainability of your wardrobe when buying new focus on:
Brands that are more sustainable than fast fashion (at the very least)
Circularity
Materials / fibers used
Certifications
Affordability - the one thing you’re probably all thinking, and yes, it is important!
I am happy to say that I am seeing more and more brands emerging that are focused on both environmental sustainability AND affordability. So don’t assume that all the good options will be too expensive for you. There are real, affordable, excellent clothing brands out there waiting to wow you!