What to ask brands when buying new clothes
Photo: Alyssa Strohmann
The word sustainability is so commonly used that we might ask ourselves if it even means anything? “Eco textiles”, “handmade” and “ethical fashion” are commonly used terms by brands and it can be hard to separate what it actually means. Of course certifications and standards helps us to understand what criteria’s a certain brand are following, but even those can sometimes be complicated. We have written down a few questions that you can ask any brand before making any purchase. Remember, you don’t have to be an expert so you’re not expected to be able to come with follow-up questions, the fact that you did ask sends a signal to the brand that consumers care.
And of course, before you start asking brands about their sustainability work, you should ask yourself if this purchase is something you really want to do and if you will take care and look after the garment for a long time to come?
Here comes a few questions divided among some sustainability areas:
Social can be both what happens in the supply chain but also how the brand looks after its own staff, including ownership and decision making. It can also relate to culture, what images, models and stories does the brand tell?
Environmental related to water usage, pollution, chemicals, plastic use and so on. It’s really about how the brand takes in environmental risks during supply chain, during delivery to costumers but also in the end-life of the garment.
Climate is related to CO2 emissions, this one sometimes goes under the environmental umbrella but it can happen that being climate neutral or good for the climate doesn’t necessarily mean good for the environment. Here you want to know about the brands climate responsibility.
Transparency goes hand in hand with economics, in what ways does the brand do business? Here you want to know where they are registered and taxed, where their supplies are, how many people working in the company and so on. The more information the brand keeps open to the public, the better. It shouldn’t be a secret which factories the brand is using.
Animal welfare related of course to if any animal products are being used. If they are this is a Red-flag for definitely doing some more research. In a profit based economy it is not very realistic that the animals welfare are the major priority in any production. And even if its by-product you’re still supporting the initial meat industry. Fur should be a no no no, but it’s up to each one of us to find where the line is crossed.
These questions are not an extensive list of the perfect one to asks. It can variate from time to time. Sometimes brands are operating in a very small scale and not all questions are relevant. Sometimes there are certain areas that would be more relevant to ask more about while others could be left behind, depending on what kind of brand it is and what products they sell.
We hope that these questions at least will inspire you to start asking! Copy-paste them in an email if you feel more comfortable about that instead of asking someone in the store. By asking questions we’re raising the demand of sustainability produced clothes.
Social
What is the wage of the textile workers behind these garments? Is it based on minimum or living wage, for example?
What are the working conditions of the textile workers, for example, how many hours do they work? Have you taken any gender issues into consideration (possibilities for babysitting, safe toilets etc.)
Who works at your company? What do you do to promote diversity and work inclusively?
Who sits in the board? Is it representative and gender balanced?
How to you design products with culture awareness in mind?
How do you choose your models and the people presenting your clothes?
Environmental
How much water has been used during production of these items?
What chemicals has been used and how to you guarantee the environment at the textile factories has not been polluted?
How to you work to have as little waste as possible and reusing materials already produced?
Are you using any plastic and have you considered the risks of micro plastic from polyester garments?
How do you transport and pack your clothes?
Climate
What is the carbon footprint of your company including the products (scope3)?
Have you done any lifecycle assessment of the products regarding CO2e emissions?
What are your climate goals and targets? Are you in line with the Paris Agreement (at least 50% reduction within 10 years)?
Are you compensating for your emissions (climate neutral) and what projects do you compensate through?
Transparency
Where are your/the suppliers factories located?
Where are you registered and pay taxes?
Where and how is your business and sustainability data shared?
Animal welfare
Do you use any animal products and if you do, what products, where do they come from and how are they produced?