A practical guide to shopping for ethical fashion
Start with your needs, then compare fit, materials, sourcing evidence and care rather than relying on a reassuring green label.
The considered wardrobe
Style with
substance.
Fashion, materials and the stories behind what we wear. A closer look at the details that matter.
Find your first read01 — The journalThoughtful by design
The editor's selection
Look beyond the label.
What TENCEL is made from and why it matters
A clear guide to what TENCEL is made from, how the fibres are produced, which certifications apply and what fashion claims need checking.
How to compare fashion materials without greenwash
A clear guide to fashion materials, certification scope and sourcing claims, with UK-relevant evidence on fibres, leather and recycled inputs.
A little perspective
Better questions. More considered choices.
A reassuring word on a label is only the beginning. Our guides help you explore materials, sourcing and the evidence behind a claim.
A route through the journal ↗From the journal
The latest reading.
How small fashion brands can evidence product claims
A practical guide to matching SKU, fibre content, supplier documents and claim scope using CMA fashion guidance and EU documentation.
How to judge fashion ethics in the UK
A clear UK guide to ethical fashion claims, materials, certifications and sourcing limits, with evidence readers and small brands can assess.
Recycled polyester labels decoded for UK clothes buyers
A clear UK guide to recycled polyester labels, feedstocks, certification scope, microfibre risks, care and end-of-life trade-offs.
How to spot carbon offsetting claims that mislead
A clear UK explainer on carbon offsetting and greenwashing in fashion, with what claims mean, where evidence falls short and what to check.
How to judge responsible jewellery sourcing in the UK
A clear UK guide to jewellery materials, certification scope, recycled claims and sourcing limits, with evidence readers can check.
Why greenwashing matters in fashion and jewellery
A clear guide to why greenwashing is harmful in fashion and jewellery, from misleading material claims to weaker trust, policy risk and slower progress.
Our editorial approach
Curiosity, with context.
Original guides with sources you can follow, clear distinctions between a claim and its evidence, and practical ideas to make your own decisions.
How we work ↗A useful little tool
Put a clothing claim into perspective.
Work through five questions about the wording, scope and evidence behind a claim. Turn any unknowns into useful questions for the seller.
Clothing claim checklistStay curious
Good reads, by email.
A considered selection of fashion, materials and sourcing stories.