How To Shop More Sustainably
HOW TO SHOP MORE SUSTAINABLY: SEVEN STEPS
Forever wardrobes, circularity, sustainability, and shopping with a conscience. The language of fashion has changed over the past two years – fast fashion is out, and clothes with longevity are in. The look à la mode isn’t about a color, hemline or type of shoe – it’s about rethinking the way we shop in a bid to protect the planet. As we become more aware of the industry’s fundamental link to the climate crisis, many of us want to wear clothes we can feel good about. This is where to start:
Step out of the trend cycle
The relevance of trends is a hot topic among fashion circles right now: are they still relevant? Certainly, the idea of trend chasing feels passé and buying something because a didactic editor says it’s ‘in’ no longer feels a good enough reason. Instead, focus on pieces you’ll wear repeatedly in different ways. If you can’t think of three items you already own that any given new purchase will go with, it’s worth reconsidering. Only buy into a trend if you can see yourself wearing that piece long beyond a specific season. At THE OUTNET, we’re about what lasts, not what’s latest.
Think about the provenance and materials
Where was your garment made and what fabrics were used? Certain materials are more eco-friendly than others – organic cotton, linen, cork and Tencel are all good options, while it’s better to avoid polyester, acrylic, conventional cotton and rayon. Look at the brand’s rating on website and app Good on You, which ranks companies based on their ethics, sustainability, and animal welfare policies. Check the label or look out for QR codes found on the garment – many brands, including THE OUTNET’s Iris & Ink, are using this technology to give shoppers greater visibility over where a garment has come from, what it is made of, how to care for it, and the ability to manage where it might go next.
Steer clear of ‘exploitation prices’
Author and fashion writer Aja Barber, who specializes in sustainability, coined the phrase “exploitation prices” to refer to very cheap clothes. In an interview with The Guardian last year, she said that when prices are suspiciously low “either the company or the garment worker is taking the hit, and most likely it’s not the company, because that wouldn’t be a profitable business model.” But don’t be fooled into thinking that low pricing is the only way of determining how ethical a brand is; the only real way of doing that is by looking at the manufacturer’s website, checking the QR code or its Good On You rating as mentioned above.
Beware greenwashing
Fashion brands and big corporations understand that sustainability is important to shoppers, so many throw around the right buzzwords or exaggerate the green or ethical credentials of their products to mislead consumers into thinking that they’re more planet-friendly than they are. This is called greenwashing and it isn’t easy to spot, but watch out for sweeping claims that don’t have clear details to back them up. If a brand says an item is made from recycled or organic materials, check to see how much of a percentage has been used – many labels describe a clothing line as having been made by a sustainable fabric when only a small amount has been used. Essentially, you’re looking for numbers not words. Check for industry-standard certifications that verify any claims being made, such as Bluesign or Fair Trade Textiles Standard.
Resale and second hand
If your wardrobe is bulging with pieces you no longer wear, consider reselling and giving them another life. THE OUTNET’s Reflaunt service allows you to sell your pre-loved clothes and accessories easily and conveniently. We’ll list them for you and then you choose what payment method you’d prefer – a bank transfer or store credit, with 10 per cent added on for being a good egg and thinking more consciously.
Make do and mend
There is a tendency when something rips, wears thin or feels a little tight to quickly dispose of it, but you can extend the lifespan of your favorite wardrobe classics by either repairing pieces yourself, or – if your sewing isn’t yet pro-level – find a good tailoring and alteration service. The cost of mending is rarely even close to making an entirely new purchase, and it also feels good to support local, small businesses.
Understand the lingo
Finally, the language around sustainable fashion is unclear to say the least. Here’s a quick guide to help you understand it all.
Ethical – this usually relates to the treatment of people. How are workers treated? Are they paid fairly? What are the factory standards like?
Conscious fashion – this is about being aware of fashion’s impact on the planet, so a conscious fashion brand is one that has meaningfully considered the input and processes that go into making a garment.
Circular fashion – a fashion model at minimizing waste and making the most of resources. It challenges fashion’s linear production line that ends with clothes being discarded in landfill.
Slow fashion – the opposite of fast fashion. It promotes the idea of lasting garments that ignore trends, focusing on classic items that truly endure.
Sustainable – relates to the production of the garment and its impact on the environment. An often-overused phrase, it’s an umbrella term to describe clothes that are created and worn in a way that lasts while protecting the environment and those involved in physically making the garments.
Cruelty-free – if something is ‘cruelty-free’ it means that no animals were hurt during the production of a garment. In fashion, it means that the item doesn’t contain any animal by-products, but in beauty it means the product wasn’t tested on animals.