Ethical Consumption

Ethical consumption is about responsibility and intention. This means shopping with awareness of how products impact people, animals, and the planet.

How you can shop ethically:

1. Step 1: Learn to Spot Greenwashing

With sustainability on the rise, specifically amongst Gen Z, many brands market themselves as sustainable without any evidence. This is done to trick customers into believing their products are environmentally friendly when they are still being made with unsustainable materials, toxic dyes and exploitative labour. This is known as greenwashing.

When shopping, be cautious of buzzwords like 'organic', 'natural', 'conscious' or 'earth-friendly' without any official certifications. Real sustainability requires transparency and accountability.

Below are examples of what they may look like:

• Brand Philosophy – look for brands that openly communicate their current sustainability goals and practices, and what they are doing to improve. This shows a brand's commitment to ethical practices.
• Composition labels – a brand should provide clear information about the materials used in their products on their labels. Look for materials like organic cotton, hemp, or other recycled materials.
• Production processes - if a brand is truly sustainable, it will be transparent about its methods and practices, ensuring fair wages and safe working conditions for its staff, and pursue certifications like Fair Trade, GOTS or OEKO-TEX. You can use websites like 'Good on You' to get a sustainability rating on brands.

1. Step 2: Change Your Mindset

Social media has normalised the haul culture; you could say they've even made it aspirational. Every time you scroll through a £500 PLT or Zara haul, you are being sold the illusion that style requires constant consumption.

Unfollowing or muting this type of content and replacing it with slow-fashion influencers or DIY creators who teach you to style or revamp what you already own can help you reclaim your power to choose intentionally. This simple change can help shift your mindset and help you practice gratitude for what is already in your closet.

1. Step 3: Begin Shopping Smart

Apply the '30-wear' rule, before you buy something ask yourself, Will I wear this at least 30 times?

If the answer is no, it's probably not worth it. Our goal with this rule is to maximise value while minimising waste over time by spending wisely, not more. This is done by calculating the cost per wear.

Let's break it down…

Cost per Wear = Total cost of item (including shipping and tailoring if necessary) / Number of times you will wear it

Example: A £60 jacket worn 60 times costs £1 per wear, which is an excellent value for money, but a £10 trendy top worn twice costs £5 per wear, which is not so great.

Use our cost per wear calculator to discover the true value of your clothes.

Tip: Every time you reach for something in your wardrobe, track it using a simple note or a wardrobe app like Whering. If you notice items sitting untouched for months, reconsider how much new clothing you truly need.

You could also adopt the 'one in, one out' rule. This involves donating one piece of clothing for every new piece you buy. It might seem a bit extreme at first, but it is a great way to avoid wardrobe clutter. Remember, fashion should bring joy, not guilt. By thinking in terms of value per wear instead of price per item, you'll make choices that are better for your wallet and the planet.