A Practical Guide to Fashion Labels and Buying Clothes with Care
"Ethical fashion" and "sustainable fashion" are terms you will see everywhere, but there is no single legal definition of either. Brands use them in different ways, and the words alone tell you very little. This guide explains what people usually mean by them and gives practical ways to buy and look after clothes with more care.
Why the terms are hard to pin down
Depending on who is speaking, "ethical" or "sustainable" fashion can refer to working conditions, materials, how far clothes travel, how long they last, or how they are disposed of. Some labels and certifications cover one narrow area, such as a specific fibre or a specific stage of production. Others are the brand's own wording. In the UK and the EU, rules on environmental claims have tightened, so brands are expected to back up what they say with evidence and be specific.
What to look for instead
- Specific facts. Look for the fibre, where the item was made, and how to care for it, rather than broad words such as "eco" or "green".
- Named certifications. If a label is shown, check who runs it and what it covers. For example, GOTS is a standard for organic fibres and processing, and OEKO-TEX tests for certain substances in textiles. Neither covers every aspect of a garment.
- Clear information. Brands that say where and how their clothes are made, and explain what they do not know, are easier to trust than those using vague slogans.
Practical ways to get more from your wardrobe
- Buy fewer, better pieces. Choose clothes you will wear often, in colours and shapes that work with what you already own.
- Check the fabric and construction. Look at the fibre content, the seams and the weight of the fabric before you buy.
- Follow the care label. Washing at lower temperatures where the label allows, and drying flat or on the line, helps clothes keep their shape.
- Repair rather than replace. Replace a button, mend a seam, or take a garment to a tailor.
- Pass clothes on. Sell, swap or donate pieces you no longer wear, and look at second-hand options before buying new.
- Store knitwear carefully. Clean it before storing, and use sealed bags or containers to protect wool and cashmere from moths.
Where Lavender Hill fits in
Lavender Hill is an independent British brand, founded in 2013. Our clothes are designed in Britain, most of our t-shirts and our nightwear are made in Portugal, our leggings in the UK and Portugal, and our socks and cashmere in the UK. Our alpaca pieces are made in Peru. You can read more on our fabrics and production page, or browse t-shirts, nightwear and cashmere.