Transparency remains a key demand. Consumers now expect brands to disclose supply chain details, including factory locations and worker wages. The Good On You app, which rates brands on environmental and ethical criteria, has over 2 million users in the UK alone. In response, companies like People Tree and Thought Clothing publish detailed impact reports and use blockchain technology to verify their claims.
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Building an eco-friendly wardrobe doesn’t require a complete overhaul. Start with a capsule wardrobe — a curated collection of timeless, high-quality pieces that mix and match effortlessly. Focus on natural, biodegradable fabrics like organic cotton, linen, TENCEL™, and hemp. When shopping, ask: Was this made ethically? Can it be repaired or recycled? Will I wear it at least 30 times? The “30-wear rule,” popularised by the Fashion Revolution campaign, encourages mindful consumption.
Care habits also matter. Washing clothes at 30°C, air-drying, and repairing minor damage can extend garment life by years. Initiatives like Levi’s Tailor Shops and Patagonia’s Worn Wear offer free repair services, reinforcing the idea that clothes should last.
Ultimately, sustainable fashion in 2024 is about values — choosing style with substance. As consumers, we hold the power to drive change. By supporting ethical brands, embracing second-hand, and caring for what we own, we’re not just dressing well — we’re building a healthier planet.
