How to Find Truly Sustainable Clothing Brands

Finding sustainable clothing brands can feel complicated. With so many companies marketing themselves as “eco-friendly,” it’s hard to know who’s truly committed to sustainability—and who’s just using the right buzzwords.

Whether you’re shopping for your kids, yourself, or a gift, here’s how to spot the hallmarks of a genuinely sustainable brand by looking closely at what’s on their website.

Before we dive into what to look for in brands, it’s worth starting with a look inward—at our own shopping habits. The most sustainable choice is often simply buying less. Choosing new (or new-to-you) items only when you truly need them, and selecting pieces you’ll wear or use often, is just as important as supporting responsible brands—if not more so. Once you’ve embraced “buying less,” buying better means shopping from sustainable brands, buying secondhand, and committing to caring for what you own: washing gently, air drying, treating stains promptly, and repairing items early to extend their life.

1. Look for Certifications—and Understand Their Limits

Certifications like GOTS (Global Organic Textile Standard), Fair Trade Certified, and OEKO-TEX Standard 100 can be strong indicators that a brand is following recognized environmental and ethical standards. These seals show that fabrics have been tested for harmful substances or that workers are treated fairly.

However, it’s important to know that not all sustainable practices can be certified:

• Deadstock or upcycled materials often can’t carry certifications because they’re repurposed from older or discontinued fabrics that fall outside certification timelines.
• Brands that work with small, family-run factories may use certified organic fabrics, but the factory itself may not hold certification—especially if it’s too small to go through the complex and costly process.

In these cases, responsible brands often publish a code of conduct outlining standards for worker health, safety, welfare, and the right to organize. Look for this kind of documentation or a dedicated “Ethics” or “Sustainability” page—it’s a sign of real accountability even without formal certification.

2. Check for Transparency About Who’s Behind the Brand

Trustworthy brands are open about their story and the people behind it. Look for:

• A clear founder or team introduction — not faceless marketing copy.
• Details about where clothing is made (country or region).
• Insights into factory relationships and production practices.

A sustainable brand doesn’t need to list factory names and addresses, but it should share meaningful details about working conditions and values. A good sign is when they discuss long-term relationships with production partners or show photos of real craftspeople.

3. Look for Sustainable Materials

A truly sustainable brand prioritizes materials that are better for both people and the planet. Look for fabrics such as:

• Organic cotton — grown without toxic pesticides and safer for sensitive skin.
• Linen and hemp — naturally low-impact, biodegradable fibers.
• Recycled fabrics or fibers — like sustainable deadstock, recycled cotton, polyester, or nylon.

Avoid garments overloaded with sequins, glitter, or plastic embellishments. These make recycling or composting nearly impossible and shed microplastics into the environment.

4. Evaluate Durability and Longevity

Sustainability isn’t just about how clothes are made—it’s about how long they last.

Look for clues on the brand’s website that they’re serious about longevity, such as:

• Information about reinforced construction or durability testing
• Repair guides, care instructions, or warranties
• Messaging around buy less, wear longer, or product guarantees

These show a commitment to keeping garments in circulation longer and reducing the need for constant replacement.

5. Support Brands That Embrace Circular Fashion

A sustainable clothing brand sees value beyond the first purchase. Look for those that encourage resale, repair, or recycling, often through dedicated programs.

Signs of circular fashion include:

• A resale or trade-in platform where customers can buy or sell pre-loved pieces
• Renewal programs that clean and repair garments for resale
• Compostable or recyclable materials for when a product truly reaches the end of its life

Circular fashion models show that a brand isn’t just reducing harm—they’re actively working to build a better system.

6. Focus on Timeless, Not Trendy

Fast fashion thrives on trends that burn out quickly. Sustainable brands take the opposite approach—designing timeless styles that can be worn for years, not weeks.

When evaluating a brand, ask:

• Are they pushing “must-have” seasonal drops?
• Or are they creating versatile, classic designs meant to last?

Longevity and design simplicity go hand in hand with sustainability. Choosing pieces that stay stylish year after year means fewer resources wasted and more wear out of every garment.

The Bottom Line

Finding a sustainable clothing brand takes more than glancing at buzzwords like “eco” or “green.” Look for brands that balance transparency, material integrity, and long-term thinking—whether through certifications, strong ethical codes of conduct, or circular practices that keep clothes in use longer.

By learning to spot these signs, you can feel confident that your purchase supports a brand working toward a truly sustainable future for fashion.