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 judge designers using recycled materials
A clear guide to assessing fashion designers using recycled materials, with evidence on fibres, certification scope, sourcing claims and trade-offs.
How to judge bag materials and fashion claims
A clear guide to bag materials, certification scope and fashion claims, with UK-focused evidence on leather, synthetics, fibres and sourcing limits.
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.
Clothing packaging with less waste and fewer weak claims
A clear guide to clothing packaging materials, certification scope, recyclability and common claims, with UK-focused evidence and trade-offs.
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.
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.
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.