A Guide to Environmentally Friendly Fashion

A Guide to Environmentally Friendly Fashion

Let’s face it, we don’t have to go on and on about how fast fashion stinks. Over two-thirds of disposed textiles end up in landfills all around the world, and many of the materials used to make these types of clothing can take decades to decompose.

If you don’t want to contribute to this environmentally-taxing cycle, it all starts by being more mindful of your purchases. Fortunately, there’s an emerging market of eco-friendly fashion brands, both in a homegrown context and around the world at large.

These brands offer a catalogue of affordable, cute, and green clothing—all of which are factors that buyers like you tend to seek out when buying new clothing. The only difference is that they pose less of a risk to the environment.

By making the switch to eco-friendly fashion, you are reducing your overall global footprint while still maintaining your fashion identity.

That said, if you’re new to the whole thing, it can be overwhelming to figure out where to start.

We’re here to help you. This guide from this weeks guest blogger looks at how to seek out and make the most out of environmentally-friendly fashion brands.

What is Environmentally Friendly Fashion?

Also known as eco-friendly fashion, environmentally friendly fashion is a movement within the clothing industry to lower production rates and increase the lifecycle of clothing to mitigate environmental harm.

Besides honing in on the environmental benefits, environmentally friendly fashion brands also prioritise ethical labour practices and consumer health. Many of these companies take extra steps to ensure that their materials are sustainably sourced and that their workers are paid fairly.

With more people turning to environmentally-conscious lifestyle choices, the growth of eco-friendly brands such as this has unsurprisingly surged over the years. 

In fact, the average annual growth rate of the ethical clothing industry lies at a steady 8.3% per year, with projections of it increasing by 9.6% as soon as the next decade hits.

With a noticeable surge in demand for eco-friendly fashion, lots of companies, both old and new, are capitalising on this shifting consumer behaviour and making the switch to green fashion.

This can be a good or bad thing, since while there are more options for ethical clothing, many companies are also misleading customers by advertising a green label without actually being one.

Three Signs The Brand Isn’t Green

It’s not uncommon for companies to slap a label on their apparel that states that they’re “all-natural”. The difficult part for people new to environmentally-conscious shopping is telling these fake ones apart from the actually authentic brands.

If you don’t want to fall under this trap, here are some things to watch out for when shopping for clothing.

1. They Have No Proof

If the company you’re dealing with uses vague buzzwords like “made with biodegradable materials” or “new and improved” as its main selling point, it’s best to exercise caution before buying the brand.

All environmentally-friendly clothing has to be certified by local (and, in some cases, international) third parties, such as the USDA and Global Organic Textile Standard (GOTS). This means that companies must meet specific toxicological and ecological standards before they can call themselves a truly green brand.

Once a brand passes this in-house set of criteria, they get a stamp that signifies its authenticity.

If a clothing brand doesn’t have these stamps, it could mean one of three things: they could either be in the process of being approved, they’re genuinely authentic but unable to secure documents for whatever reason, or they’re lying through their teeth about being environmentally friendly.

2. Past Controversies Show Otherwise

Another way to verify a clothing brand’s true green credentials is by taking a look into its history.

If there have been any reports of environmental mishaps, labour issues, or other unethical practices that were inflicted upon the brand in the past, it’s best to put your money elsewhere.

Actions speak louder than words, and a truly green brand is committed to protecting the well-being of the environment. If their past actions are incongruent with their message, it’s best to trust your gut and seek out a more trustworthy label.

While companies can definitely steer in a greener direction, it’s best to observe their actions and degree of commitment before taking the plunge. And even then, many would argue that certain past environmental actions could be unforgivable—so the choice is ultimately yours to make.

3. The Packaging Isn’t Green

An easy way to spot a phoney green brand is to look at the packaging. If the cashier puts your environmentally-friendly items in plastic bags, then it’s actively working against its cause and goes against the point of eco-conscious shopping.

As such, when you’re shopping, be sure to find products that are packaged in environmentally-friendly materials like cellulose packaging. This type of packaging is 100% biodegradable and compostable, and it’s an ideal choice if you want to avoid plastic while still benefiting from the convenience of packaging.

Some eco-friendly brands use paper, cardboard, and other types of recycled materials as their main source for packaging—and those are valid choices too. As long as you stay away from anything involving plastic and non-biodegradable packaging, you’re good to go.

What Fabrics Are Environmentally Friendly?

While the manufacturing process should also be taken into account when judging a brand’s green thumb, the fabric type is definitely something to consider too.

The type of fabric used directly impacts the environment. Besides its contribution to landfill waste, the fabric type can also affect water consumption, microplastic pollution, gas emissions, and natural wildlife, to name a few.

While fabrics do expend resources to some extent, many are suitable alternatives to non-biodegradable fabrics like polyester.

Here are some examples of good, environmentally friendly fabrics:

Cotton, organic and recycled

Hemp

Linen

Wool

Cashmere

Silk

Down

It’s also a good idea to be aware of the harvesting and manufacturing process of these fabrics. If the brand has a positive and transparent supply chain policy, then you can rest assured that you’re truly going green with your chosen clothing option.

Ethically Kate has multiple options of sustainable brands on her website including fashion, check them out there.