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 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.
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 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.
How to choose a fashion course that backs up its claims
A practical guide to comparing sustainable fashion courses by content, evidence, certifications, sourcing and career relevance in the UK.
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.
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.
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.