What to Look for When You Want to Buy Sustainably

I like to say: the most sustainable shirt is the one already in your wardrobe. Secondhand, swapping, repairing – these are often the better choices. But sometimes we do need new things, and then we want to make thoughtful, informed choices. The point is: it’s not enough to rely on labels or claims. Looking closer, asking questions, and understanding materials and supply chains is key. (In the future, I plan to explore these topics more in depth to help readers make decisions that feel good and make a difference.)

First: avoid fossil-based materials

Synthetic fibers, faux leather, and many performance fabrics come from petroleum. They contribute to the climate crisis, release microplastics, and can take centuries to break down. These textiles often contain countless unknown chemicals, which can enter the body through wear or via washing into water systems.

Even recycled plastics are not a perfect solution: they only extend the use of fossil-based materials and still contain many chemicals. rPET textiles, for example, are rarely recycled textile-to-textile and mostly come from PET bottles. This shifts the problem rather than solving it. Textiles do not need PET. Period.

Instead: choose renewable, natural materials

Look for renewable, natural materials wherever possible. Cotton, wool, linen, ramie, or naturally tanned leather can be part of a truly sustainable wardrobe – if responsibly sourced.

Ideally, they come from regional, traceable production, revealing their origin and the people involved – because social sustainability is just as important. Transparency is key: if it’s not clear, ask where materials come from, how they are processed, and under what conditions. Electricity sources matter too: production powered by renewable energy has a far smaller footprint than coal-powered factories, which are still common in some regions.

Think in lifecycles

Materials matter not only in production but throughout their entire lifecycle.

• Biological cycles allow natural materials to safely return to the earth.

• Technical cycles recover, remake, or reuse products, breaking them down for recycling at the end of their lifespan.

• Longevity and repairability are crucial: items that last for years and can be repaired or refurbished are far more sustainable than short-lived “green” products.

Choosing quality over quantity reduces waste and encourages more responsible consumption – and it feels good to invest in something made to last.

Beware of vague claims

Be mindful: brands often advertise “recyclable” or “circular,” but without functioning systems, these claims can be misleading. Understanding a product’s end-of-life is just as important as knowing its origin.

Watch out for vague marketing terms like “eco,” “vegan,” or “sustainable.” Certificates can help guide choices, but they are only one piece of the puzzle; we’ll cover them in detail in a future post.

The takeaway

Shopping sustainably doesn’t mean perfect shopping. It means making informed choices, asking questions, and valuing products that align with both ecological and social responsibility. Often, the most sustainable item is the one you already own – used wisely, repaired when needed, and cared for over time. Small actions add up, and every thoughtful choice matters.