What We’re Loving Right Now: How to Shop Eco-Friendly & Ethical Clothing With Confidence
Diving into eco-friendly and ethical fashion can feel overwhelming. It’s not just about the quality of a fabric anymore — now I find myself questioning whether the brands I consider truly align with my values. I want my money to support companies that are transparent, sustainable, and fair, but there are so many factors to consider: supply chain practices, labor conditions, materials, and certifications.
Most of us don’t have the time to research every brand thoroughly. The last thing I want is to spend money on something that feels good in theory but falls short in practice. That’s why I’m sharing what I’ve learned — a practical framework to help you shop smarter, feel confident, and support brands that actually walk the walk.
Why Eco-Friendly and Ethical Fashion Matters
Fashion is one of the most resource-intensive industries in the world. Ethical fashion isn’t just a trend — it’s a way to align your purchases with your values while supporting practices that benefit both people and the planet. Thoughtful shopping can:
Reduce environmental impact by using sustainable, low-waste materials.
Support fair labor and safe working conditions.
Encourage transparency, so you know exactly where your clothing comes from.
Promote long-lasting, high-quality pieces, reducing overall waste.
Buying intentionally means your wardrobe reflects your values — without adding stress — as long as you know what to look for.
Brands Doing It Right
It’s one thing to read about ethical fashion in theory; it’s another to see brands practicing it successfully. Here are a few brands that I admire for their transparency, ethical sourcing, and responsible labor practices:
Paka – Known for their alpaca wool basics, PFAS-free outerwear, and Bluesign®-approved coatings. Paka is a B Corp and founding member of Good Ocean. They combine natural fibers with small amounts of recycled nylon and TENCEL™ to balance comfort and performance without greenwashing.
Mate the Label – Los Angeles-based, producing elevated everyday essentials. Organic cotton, TENCEL™, linen, and local cut-and-sew operations make them a great case study in transparency and fair labor.
Outerknown – Founded by Kelly Slater, Outerknown emphasizes circular design, fair labor practices, and transparency across their supply chain. They also focus on durable fabrics and slow-fashion principles.
Eileen Fisher Renew – Focused on circular fashion with take-back programs and regenerative cotton sourcing. A strong example of how an established brand can integrate sustainability into every stage of production.
Christy Dawn – Known for their elevated dresses, slip dresses, and soft loungewear, Christy Dawn uses regenerative cotton and deadstock fabrics. Their transparent supply chain, ethical production practices, and focus on longevity make them a perfect example of fashion-forward pieces that are both beautiful and sustainable.
These brands aren’t perfect, but they highlight what’s possible when companies prioritize transparency, materials, and ethical labor practices.
Curious about a real-life example of a brand doing eco-friendly outerwear right? Check out our deep dive on Paka, a B Corp making cozy alpaca wool basics, PFAS-free jackets, and responsibly sourced pieces that balance comfort, performance, and sustainability.
Framework for Evaluating Any Brand
After spending hours researching, I’ve developed a framework to evaluate ethical and eco-friendly clothing without getting overwhelmed.
1. Materials Matter
Natural fibers like organic cotton, hemp, linen, and alpaca wool are preferable for reducing environmental impact. Recycled synthetics like nylon or polyester are acceptable in small amounts for performance pieces — but they do shed microfibers and remain plastic-based.
TENCEL™, for example, is often marketed as eco-friendly because it comes from sustainably sourced eucalyptus, but it still requires chemical solvents during production. Paka uses TENCEL™ sparingly, balancing comfort and performance with environmental considerations.
What to look for:
Organic or regenerative fibers
Biodegradable or low-impact fabrics
Recycled materials used thoughtfully
2. Transparency Is Key
Ethical brands openly share:
Where products are made
Who makes them
How materials are sourced
Traceability is a strong sign of accountability. Look for brands that publish their factories, provide supplier lists, or share impact reports.
3. Certifications Can Help — But Read the Fine Print
Certifications are useful guideposts, but rarely tell the full story:
OEKO-TEX®: Ensures tested fabrics meet chemical safety standards, but buttons, linings, or other components may not be covered.
GOTS: Covers most of a garment, including social criteria, but some pieces in a collection may mix certified and non-certified fibers.
Fair Trade: Focuses on labor standards and fair wages but may not extend to every subcontracted factory.
Bluesign®: Focused on safer chemical management, reducing harmful coatings like PFAS.
Use certifications alongside transparency, materials, and production practices to get a complete picture.
4. Production Practices
Where and how clothing is made matters. Local production often means:
Lower carbon footprint
Better wages
Safer working conditions
Overseas production can also be ethical if brands clearly communicate labor standards and monitoring.
5. Packaging & Carbon Impact
Check for:
Minimal, recycled, or biodegradable packaging
Brands that offset shipping emissions or source regionally
Small actions like these reflect the overall integrity of the brand.
Nuance: The Challenges of True Sustainability
It’s worth being honest — creating clothing that is 100% natural, 100% ethical, and 100% high-performing is extremely difficult. Natural fibers don’t always provide the stretch, water resistance, or durability modern consumers expect.
Performance fabrics: Small amounts of recycled nylon or TENCEL™ are often needed for outerwear or stretch pieces.
Waterproof coatings: Traditional PFAS chemicals are harmful. Brands like Paka use Bluesign® coatings instead, moving the needle toward safer options.
Certifications: Many cover only parts of a garment or collection. Transparency is more reliable than a single logo.
By sharing these trade-offs, brands are being honest — and it allows shoppers to make informed choices rather than buying blindly into “greenwashing.”
Putting the Framework Into Practice
When evaluating a brand:
Check the materials — natural fibers first, recycled synthetics sparingly.
Confirm transparency — supplier lists, impact reports, or open sourcing.
Review certifications — understand what they actually cover.
Consider production and labor practices — local vs. overseas, fair wages, safety.
Assess packaging and carbon footprint — every small choice matters.
By applying this framework, you can confidently shop for items that align with your values — without obsessing over every detail.
FAQ
What’s the difference between ethical and sustainable fashion?
Sustainable fashion focuses on environmental impact: materials, water use, carbon, and waste.
Ethical fashion emphasizes people: fair labor, safe conditions, and social responsibility. The best brands integrate both.
Is TENCEL™ eco-friendly?
TENCEL™ comes from sustainably sourced eucalyptus, but it requires chemical solvents during processing. When used sparingly alongside natural fibers, it can balance comfort and sustainability.
What does PFAS-free mean in clothing?
PFAS (per- and polyfluoroalkyl substances) are harmful chemicals often used for waterproofing. PFAS-free means safer finishes, often certified through Bluesign® or similar programs.
How can I avoid greenwashing?
Look for transparency, third-party certifications, and brands that clearly explain trade-offs. Avoid vague claims like “eco-friendly” without evidence.
Are higher prices worth it for ethical brands?
Often yes. Higher costs reflect fair wages, sustainable materials, and durability — a longer-term investment in both quality and values.