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 is lyocell fabric and how is it made?
A clear guide to lyocell fabric: what it is, how it is made, how it compares with cotton and viscose, and which claims need checking.
What BCI cotton means when you read a clothing label
A clear guide to BCI cotton: what the scheme covers, how sourcing claims work, where its limits sit, and what UK shoppers should check.
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.
What recycled nylon fabric is and what claims it can support
A clear guide to recycled nylon fabric, including feedstocks, certification scope, environmental trade-offs and how to assess fashion claims.
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.
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.
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.