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 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.
How to judge men’s eco clothing claims before you buy
A clear UK guide to mens eco clothing: materials, certifications, sourcing and how to assess environmental claims without guesswork.
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 leather really just a by-product?
A clear UK explainer on whether leather is truly a by-product, how hides are priced, and what that means for fashion claims and sourcing.
How to judge UK fashion influencers’ sustainability claims
A practical guide to checking UK fashion influencers’ sustainability claims, from fibre evidence and certifications to ads, sourcing and missing context.
How to judge men’s clothing claims before you buy
A clear UK guide to eco friendly mens clothing, covering fibres, certifications, sourcing claims and what labels can and cannot prove.
Is cashmere ethical for UK shoppers?
A clear guide to cashmere ethics, from goat welfare and grazing pressure to traceability, certification limits and what UK shoppers can verify.
What bonded leather means before you buy
A clear guide to bonded leather in fashion and accessories, including how it is made, how labels work and where material claims can mislead.
How to judge luxury fashion brands without vague claims
A clear UK guide to assessing luxury sustainable fashion brands through materials, certification scope, sourcing evidence and marketing 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.