Sustainable Clothing Choices

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How to dress better for the planet

Last year, in the interest of sustainable fashion, I joined a pledge to buy only five new pieces of clothing. Despite thinking of myself as someone who doesn’t really shop, I found the restriction to be a real chore. Unless you are buying vintage or spending a fortune, the dilemma of how to engage in the fun and newness without contributing to its environmental footprint is, it turns out, nearly universal. Data in a new report reveals 74% of people want to dress more sustainably, but most do not know how to go about it.

Almost two decades after sustainable fashion entered mainstream discourse, most people have some awareness of the industry’s environmental impact – carbon emissions, pollution of waterways, deforestation, microplastics, and waste. They probably also know these ill effects are made worse by the sheer volume of product being made every year, and the increasing proportion of fossil-fuel based fabrics like polyester.

The rising popularity of ultra-cheap, ultra-fast fashion brands brings the dilemma into stark focus. The report found that 39% of consumers find sustainable garments too expensive, and 27% say they are hard to identify. This new data reveals that, despite everyone’s best intentions, it is not clear where and how to shop with a reduced impact. So, how does one buy reasonably priced, sustainable clothes? The starting point is, of course, second-hand – sales of which grew by 15% in 2024. Data from one of the most frequently used online marketplaces suggests users search for “vintage” items more than 1,200 times a minute. But given the constraints on sizing and the time required to sift through racks, second-hand clothing is not always practical.

When buying new clothes, context is important, says author and fashion educator Andrea Cheong. “What is financially accessible to people is going to vary, as is what is sustainable.” So rather than focusing on brands, she suggests buying the best quality of the item your budget can allow. That way, you will actually wear it. To assess quality, apply three criteria. First, buy nothing that contains a synthetic or semi-synthetic blend. Second, the garment must look as good on the inside as it does on the outside (small stitches, neat seams, non-synthetic lining). And third, it must be fit for purpose. Leggings should be supportive enough for a workout, coats should keep you warm, and pockets should be deep and sturdy enough to hold your phone.

Detail is your friend. Garments made from a single, natural fibre such as cotton, linen or wool are easier to recycle and generally more durable. If a brand is using sustainable materials, they will tell you about it on the labels. Similarly, if a brand recycles water and chemicals, uses renewable energy, and pays its workers a living wage, they will include this detail and the location of the factory on their website. This is the information that reveals a level of trust, transparency and confidence. In addition, brands get bonus points for having repair, rental and resale programmes.

When building a sustainable wardrobe, it is important to take a long view. Reinvest in the clothes you already own by having them professionally altered or learning how to repair them. Another key strategy is to opt for timeless, well-made pieces that can be styled in multiple ways and worn across seasons. Renting clothes for special occasions can also help satisfy the desire for novelty, without the environmental cost. When it truly is time to buy something new, choose the brands producing garments that are gentle both on your bank balance and the planet. Ultimately, sustainable fashion is less about perfection and more about making mindful changes that add up over time.