How to Tell If a Fashion Brand Is Truly Sustainable
These days, lots of fashion brands say they care about the planet. But how do you really know if they mean it, or if it’s just clever marketing? With so many throwing around the word "sustainable," it can be hard to tell who's genuine and who's just greenwashing. If you're trying to make better choices, here are a few simple ways to spot a truly sustainable fashion brand. (By the way, sites like coveti.com feature a range of designers, and it’s worth checking what brands are actually doing behind the scenes.)
First, look at what materials the brand uses. Is the clothing made from natural or recycled fabrics like organic cotton, linen, or recycled polyester? Avoid brands that use a lot of virgin synthetic materials like regular polyester or nylon, which are made from oil and take a really long time to break down.
Next, consider how the clothes are made. A good brand will be open about its factories and how workers are treated. Do they tell you where the clothes are made and what the working conditions are like? Brands that care about people will usually share this info clearly, often right on their websites.
Also, check if the brand talks about how much they produce. Fast fashion companies make tons of clothes every season, and that puts pressure on both people and the environment. Sustainable brands usually make fewer items, and they often avoid following every single trend. Some even let you pre-order, which helps cut down on waste.
Another good sign is if a brand offers ways to extend the life of your clothes. Do they give repair tips? Can you send the item back to be fixed or recycled? Brands that think beyond your first wear are often more serious about being eco-friendly.
Finally, be cautious about buzzwords like “green” or “eco.” These don’t always mean much. Instead, look for real evidence – certifications, honest info, and small-scale production are all clues that a brand is doing more than just talking.
Choosing better fashion doesn’t mean you have to be perfect, but asking a few questions can make a big difference. Every thoughtful purchase helps push the industry in a better direction — for people, and for the planet.