A Beginner’s guide to shopping sustainably

I created this blog because I love sharing information and often get asked by friends how to know what to buy if they want to shop sustainably. With all the Greenwashing out there it’s really impossible to know which brands actually use ethical suppliers but there are a few sure fire ways to make your wardrobe more eco friendly:

Purchase long term

It can take years to truly understand what your long-term style will be, everyone changes but having a great core wardrobe is timeless and will keep you going for many years. It may sound obvious but take time away from splurging on trend pieces and new outfits for occasions and really invest in great t-shirts, jeans, wool trousers, an amazing leather or denim jacket and a smart blazer and you will save so much money in years to come.

A sure fire way to keep your base wardrobe timeless is sticking to neutral and natural colours then ensure the quality of the pieces by buying better quality clothing. Stay away from nylon and polyester in particular and lean towards fibres like linen and cotton for pieces that will age well. Some brands design their clothing to age such as Bassike’s organic cotton jersey, draped perfectly to allow the jersey to warp slightly over time giving you a timeless yet unique garment.

Purchase second hand

This is great for guilt free shopping and saving money. I usually buy second hand from good old Ebay if I am going to an event such as a wedding. Rather than paying full price for a dress I will only wear a handful of times (if that!) I buy something someone has worn once and for half the price. After the event I generally resell the garment meaning I paid next to nothing for the outfit – I have even made money off of items in the past!

A lot of people feel overwhelmed or turned off at the thought of used clothing and finding the good stuff does take practise. I like to shop online for brands I know age well and have reliable sizing. I have to admit I never find too much at charity shops but there are so many trendy vintage shops popping up now they practically do the work for you. I also love trying out different markets for great designer finds for cheap. You just have to learn when to haggle and go in with a budget.

Purchase natural fibres

Learning to read garment care labels before purchasing is an easy way to understand what you are purchasing and start buying better quality, more sustainable clothing. As mentioned above its good to buy natural fibres for longevity but its also really important for the environment. Nylon & Polyester give off nitrous oxide, a gas 300 times more toxic than carbon dioxide. These fibres are incredibly toxic to produce but also continue to wreak havoc on the environment with every wash sending microscopic fibres into our waterways and cannot break down after their life as clothing. It is well known that cotton is terrible for the environment to produce, contaminating soil and using large amounts of water. However you can purchase quality organic cotton, which will wear well and can decompose or be recycled after use. Cotton is generally affordable but if you are in a position to invest the best fibres are linen and hemp, which are strong and breathable. If you are in a cooler environment purchasing quality wool and cashmere really makes a difference, many brands such as H&M and Uniqlo are selling seemingly luxury knitwear for attractive prices but be aware you do get what you pay for in terms of quality of fibre.

Accessorise to update

I am a huge fan of accessories and keep my wardrobe super minimal with the exception of a few timeless but statement pieces. Instead of bringing interest into my wardrobe with trend pieces I buy from brands that are more unique, not driven by trend these pieces remain a stylish statement for years to come, I love Alpha60, Samsoe Samsoe, YMC, Baum und Pfergarten for statement pieces. I also collect accessories to add interest to my outfit; earrings and scarves add interest without making a huge investment or impact on the environment. Amazing statement accessory brands I look to include Cult Gaia, Valet Studio and Rachel Comey.

Consider mending

I have already posted an article titled ‘Repair Revolution’ in which I state that repairing clothing and embracing ageing in products is the key to future thinking in Fashion. Its hard for some people to hear but shopping sustainably means sometimes not shopping… It means loving the way your clothing wears and picking up basic sewing skills can add years to your garments. There are so many amazing and affordable tailors too, for a small fee that small detail you cant get past on an item of clothing can be changed and you can have a truly unique garment.

How to navigate Greenwashing

This could be a whole article in itself, navigating the complicated claims brands are making in a desperate bid to appear sustainable is impossible for the everyday person. Always look for scientific proof, and where there isn’t any you can trust a few common certifications.

GOTs is a common organic certification which closely follows the entire process of the garment production.
Tencel Sometimes controversial is a branded viscose fibre, man-made from woodpulp is natural and long-lasting. Tencel ensures the wood used comes from sustainable forests and the water used is recycled.
RWS Slightly less common but a great certification, RWS AKA Responsible Wool Standard aims to provide the industry with a tool to recognize the best practices of farmers; ensuring that wool comes from farms that have a progressive approach to managing their land, practice holistic respect for animal welfare of the sheep and respect the Five Freedoms of animal welfare.
Refibra Another certification created by the Tencel company, Refibra uses cotton scraps from garment construction with wood-pulp to create virgin Tencel.

GoodOnYou App

Good On You is a brand rating methodology and system which assesses over 2,500 global fashion brands for their impact on labour, the environment and animals. They are committed to supporting brands to better understand and improve their sustainability performance. Good On You is a popular app, which rates brands on their sustainability. They also work with brands to advise on ways they can improve.

At the Legacy 2019 Sustainability summit Kristian Hardiman, Head of Ratings at Good On You offered Good On You’s top tips to reduce emissions in supply chain and a few case Studies on sustainability missions:

Good On You’s Top Tips to reduce emissions in supply chain:

Incorporate sustainable materials
Reduce transport distance of product (country to country)
Switch to renewable energy this usually saves money for company

Case Studies

Mother of Pearl

Brand commitment to transparent supply chain, organic natural materials, social responsibility, respect to animals, a low carbon footprint and great quality.
They have a ‘No Frills’ range, which provides an ethical clothing wardrobe staple range.
They have a focus on low carbon footprint by reducing transport distance

Ranpanui

Factories are vertically integrated & are 100% powered by solar and wind
They now own their own renewable energy farms
Customers can return product and cash in the material for store credit
They offer a customising service for customers on their website

Levis

By 2025, the denim brand wants to cut greenhouse gas emissions by 40% in its supply chain, a sprawling set of third-party factories and mills in 39 countries that produce the bulk of its merchandise, from its iconic jeans to T-shirts, jackets and other goods.

Levi’s Vice President of Sustainability Michael Kobori said the company will start by implementing energy-efficiency programs at about 60 of the 580 factories and mills the company works with directly. He said those vendors represent the biggest share of both the brand’s production volume and its carbon footprint.

Levis have saved over 1 million dollars which they reinvested into their supply chain.