What Really Makes a Brand Sustainable? Here’s the Truth.

Mia Wetherfield
Apr 23
2 min read

Let’s be honest—sustainability has become the buzzword of the fashion world. From luxury labels to fast fashion giants, everyone’s slapping “eco-friendly” and “ethical” on their tags. But what does it actually mean? What really makes a brand sustainable… and how can you tell if it’s just greenwashing?

It Starts with Materials

True sustainability starts before the item has been produced. Brands that genuinely care about being sustainable make conscious choices when it come to the materials, opting for low-impact fabrics/ fibres, that are renewable and biodegradable. This includes Organic Cotton, which is grown without the use of toxic pesticides and requires less water; Recycled fabrics, make from plastic bottles or offcuts of other items.

Ethical Production > Pretty Words

Using sustainable materials is a start, but it means nothing if the people making the clothes are being exploited. True sustainable fashion must go beyond materials and include fair wages, safe working conditions and lastly, transparency through the supply chain. Any ethical brand will openly share where there clothes are made, who makes them and how the workers are treated. If any of this information isn’t publicly available, it is likely there’s something they don’t want you to see.

Packaging & Shipping Matter Too

Every part of the brand is important – not just the clothes. Environmentally conscious brands often use biodegradable or recycled packaging, carbon neutral shipping methods and local production to cut down on travel-related emissions – showing the smallest logistics can make a meaningful difference.

Less Is More: Slow Fashion Over Trends

One of the biggest indicators of sustainability is the pace of the brand and releasing 100 new items a month is simply not sustainable. While fast fashion produce and sell thousands of styles each week, genuinely sustainable brands prioritize timeless design, produce in small batches and promote mindful consumption.

Real Transparency (Not Just Buzzwords)

The thing that truly matters is honesty and transparency. Look for brands that openly acknowledge where they’re still growing, share detailed sustainability reports or trusted certifications like GOTS, Fair Trade, GRS or B Corp; and avoid relying on vague buzzwords like natural or green or conscious without backing them up with real date. Authenticity speaks louder than the marketing.

So… How Can You Tell?

Start with a little digging to see if a brand truly aligns with your values. Check out their “About” or “Sustainability” page, and look for third-party certifications that back up their claims. You can follow fashion activists and ethical fashion creators—many of them do the research for you and share valuable insights to help you shop smarter.

Final Thoughts

Sustainability is more than a trend. It’s a movement. And while no brand is 100% perfect, the ones that truly care are putting in the work—beyond hashtags and green-coloured labels.

As a shopper, your power is in your pocket. Ask questions, do the research, and support brands that are building a better fashion future.