The terminology around sustainable fashion can feel confusing. Here’s what to look out for if you want to buy better
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Cruelty-free refers to animal welfare and whether any animals were hurt or harmed during the production of the garment. In fashion, it also means that the product contains no animal byproducts, but on beauty products it means the finished product wasn’t tested on animals. If you want an item that is free of animal byproducts in regards to beauty, you need to look for a vegan product. But that doesn’t necessarily mean the manufacturing process of the item is cruelty-free for humans (for example: faux leather and fur products). There are a number of cruelty-free leather options in development made from natural byproducts such as pineapple skin, but they aren’t yet widely available.
Organic (in regards to materials) refers to natural fibres being grown and produced without the use of highly toxic materials such as chemical pesticides in the growing process. Cotton is probably the most common organic fibre you can buy, but it is also possible to find organic hemp, silk and jute, to name just a few. Organic cotton has come under criticism, however, because it requires a lot more water and irrigation than conventional cotton. However, pesticides that go into conventional cotton wreak havoc on the environment, as well as the health of humans who drink from water supplies nearby. The solution isn’t to discount organic cotton, it’s for all of us to consume less cotton in general.
Conscious fashion is often used synonymously by the fashion industry with “ethical”, “sustainable” or “eco” fashion. It’s a bit of a catchall phrase that ends up being popular with brands that greenwash (see below). However, there are brands with the word “conscious” in their name (such as Conscious Clothing) where the sustainability credentials do check out, so don’t be deterred. A brand that has nothing to hide will have its sustainability record clearly displayed, as Conscious Clothing does on its website.
