Fabric of Change is full of information, especially regarding the negative impacts of the fashion industry. However, we're also committed to helping you apply this knowledge and start changing the industry at your own level and pace. So, where do I start if I want to apply my newly acquired knowledge when shopping ?
We’ve broken down sustainable shopping into 3 levels for you to become your most ethical self.
First thing you can do is alsways check the fabric composition when shopping – whether online or in store.
Remember, synthetic fibres are essentially cheap plastic that contribute to microplastic pollution and health issues. If you must buy some, aim for garments with 100% of one fibre to facilitate potential recycling at the end of their lifecycle.
When it comes to blends, try to avoid them. It can be hard though, so you should prefer blends of natural fibres together or with less than 5% synthetics. Any tag with more than two fibres should be an immediate no.
If you achieve this level, that’s already a great step forward and we’re so proud. You’ll be able to constitute a wardrobe made of better fabrics for yourself to keep longer and that are definitely more circular.
To illustrate this, we've done the exercice with clothes we already owned. You can also look into your own wardrobe to see what you've been purchasing!
While natural fibres are preferred, purchasing the right item is not always as simple as choosing 100% natural fibres. Take cotton, for example – conventional cotton production is one of the most detrimental fibres to the environment and workers. Look for organic or recycled fibres, but beware of greenwashing. Simply mentioning organic or recycled fibres is not enough; certifications provide reassurance. Some key labels to look for include:
For further information, check out our article on labels and certifications.
Remember, price can also be a clue – suspiciously low prices for supposedly sustainable products may indicate greenwashing. While price is not always a guarantee of quality, it would be suspicious for a brand new shirt made of a 100% organic cotton to go for less than 30-40 euros. It might seem a lot at first, but that is part of being a more responsible shopper:
And studies have shown that people are more than willing to pay the price, but this needs to got to the right places too.
While prioritizing quality fabrics is important, it's equally crucial to assess the ethod of the brands we support. Conscious collections from fast fashion brands may seem like progress, but they often don't reflect a shift in the overall business model. Many brands prioritize profitability and growth over sustainability. Be wary of delay and derail tactics, such as using recycled polyester from PET bottles instead of investing in closed-loop recycling.
A truly sustainable product is made within an ethical business model focused on quality and durability. Consider supporting Irish brands or local designers who's ethos align with your values. While it may require extra time and money, the satisfaction of finding the perfect piece of clothing that brings peace of mind is unmatched.
Again let's practice our eyes to recognise these brands that are doing a real effort that can be found in their identity.
If you manage to find a garment that regroup these 3 things, you are officially a master of sustainable fashion! Congratulation! I don't know about you but for us, that feels like wearing a luxury piece of clothing, and we love it.
These apply mostly to newly made garments. You can of course apply it to second-hand and other upcycled garments but it might be a bit harder to find an older garment that combines all these criteria. Second-hand purchasing is already a great step in itself to support circularity and extend the lifecycle of a garment.
