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 long gold vermeil lasts and what wears out first
A clear UK guide to how long gold vermeil lasts, what affects wear, and how it compares with gold plated, filled and solid gold jewellery.
How to judge a fashion designer’s sustainability claims
A clear guide to checking a fashion designer’s material choices, sourcing claims and certification scope without relying on vague green language.
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 to judge a fashion blog’s sustainability claims
A clear guide to reading a sustainable fashion blog critically, from fibre claims and certifications to sourcing, evidence and missing context.
What is apple leather and how is it actually made?
A clear guide to apple leather: what it is, how it is made, what is really bio-based, and how to assess fashion claims around it.
How to spot fashion greenwashing before you buy
A clear UK guide to spotting greenwashing in fashion, checking labels, certifications and sourcing claims before buying clothes or jewellery.
Rayon and viscose explained for clothing labels
A clear UK guide to rayon and viscose on clothing labels, including fibre names, sourcing, processing, certification and common fashion claims.
How to judge sourcing claims in fashion and jewellery
A clear guide to responsible sourcing in fashion and jewellery, covering materials, traceability, certification scope and common claim limits.
How the fashion materials market really works in the UK
A clear guide to the UK fashion materials market, covering fibres, certification scope, sourcing claims, data limits and what buyers should check.
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.