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.
How to spot greenwashing in fashion company claims
A clear guide to corporate greenwashing in fashion: how to assess materials, certifications, sourcing claims and the evidence brands leave out.
How to spot ESG greenwashing in fashion claims
A clear guide to ESG greenwashing in fashion, with UK and EU rules, common claim tactics, certification limits and questions readers should ask.
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.
Is merino wool ethical for clothes buyers in the UK?
A clear UK guide to merino wool ethics, covering mulesing, animal welfare, traceability, certification limits and environmental trade-offs.
How to find work in sustainable fashion in the UK
A clear guide to sustainable fashion jobs in the UK, covering roles, skills, certifications, sourcing knowledge and where claims scrutiny matters.
How to assess London fashion brands without greenwash
A practical guide to judging London fashion brands through materials, certification scope, sourcing evidence and environmental claims.
Is vegan leather usually plastic?
A clear guide to whether vegan leather is plastic, which materials are used, what labels prove, and how to assess fashion claims in the UK.
How to judge UK ethical jewellery brands clearly
A clear UK guide to assessing ethical jewellery brands through metals, gemstones, certification scope, sourcing claims and evidence limits.
How UK rules are closing in on fashion green claims
A clear guide to UK and EU rules shaping fashion green claims, from CMA guidance to new anti-greenwashing laws and what they mean in practice.
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.