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 spot greenwashing in fashion claims
A clear guide to the main types of greenwashing in fashion, with examples, certification limits and questions UK readers can ask.
How fashion campaigns prove claims without greenwash
A clear guide to assessing fashion campaigns, from fibre claims and certification scope to sourcing evidence, imagery and UK ad rules.
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.
Fashion books that sharpen your sustainability claims radar
A practical guide to fashion books that explain fibres, certifications, labour and green claims without oversimplifying trade-offs.
Is mohair ethical for fashion buyers in the UK?
A clear UK guide to mohair ethics, from goat welfare and certification limits to traceability, blending and how fashion claims should be checked.
Are lab grown diamonds the more ethical choice?
A clear UK explainer on whether lab grown diamonds are more ethical, covering mining, energy, traceability, labour and certification limits.
The seven greenwashing traps fashion shoppers should spot
A clear guide to the seven common greenwashing tactics in fashion and jewellery, with evidence, certification limits and sourcing questions.
How to judge jewellery packaging claims before you buy
A clear guide to jewellery packaging materials, certification, recycling claims and sourcing limits for UK readers and small fashion brands.
How to spot greenwashing before you buy fashion
Learn how to check fashion green claims, certification scope and sourcing evidence before buying clothes or jewellery in the UK.
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.