Being a customer, it can indeed be confusing to determine whether a brand is genuinely sustainable. To clarify this, I have compiled key tools that can help assess the sustainability of a brand. Utilising these tools can significantly enhance your ability to determine whether a brand is truly sustainable or merely greenwashing its image.

1. Certifications and Labels

Certified Labels: One of the easiest ways for consumers to identify sustainable fashion brands is by looking for certifications and labels on products. These certifications are granted by third-party organizations that assess brands based on rigorous environmental and social standards. Some of the most recognized certifications include:

**OEKO-TEX Standard 100:** This label indicates that the textiles used in the product have been tested for harmful substances and are safe for human use. It also includes some environmental and sustainability criteria.

**Bluesign®:** This certification focuses on reducing the environmental impact of textile production by ensuring that harmful substances are eliminated, and resources are used responsibly.

These labels are usually found on product tags, packaging, or on the brand’s website. They provide consumers with assurance that the brand is meeting specific sustainability standards.

2. Sustainability Ratings and Apps

Good On You: Good On You is a popular app that rates thousands of fashion brands based on their impact on people, the planet, and animals. The app uses a detailed assessment process that considers factors like labor practices, environmental impact, and animal welfare. Consumers can search for specific brands in the app and view their sustainability ratings, along with detailed explanations of how the brand performs in each category. This app excels in providing quick access to information about unfamiliar brand names, making it an essential tool for on-the-go users. Its user-friendly interface allows for swift searches, ensuring you can obtain an overview of any brand with ease. Additionally, the app offers a wealth of articles focused on sustainability and insights into specific brands, enhancing its utility. Whether for brand research or exploring sustainable practices, this app serves multiple purposes effectively.

How It Works: Good On You aggregates publicly available information about brands, including certifications, third-party assessments, and the brand’s own disclosures. It then assigns a rating on a scale from “We Avoid” to “Great,” helping consumers make informed choices.

Rank a Brand: Rank a Brand is another platform that rates brands based on their sustainability efforts. It covers a wide range of industries, including fashion, and provides ratings on environmental impact, social responsibility, and transparency. The ratings are based on publicly available information, allowing consumers to compare brands and choose those that align with their values.

Sustainable Apparel Coalition’s Higg Index (Consumer-facing Tools): Some brands voluntarily share their Higg Index scores, which provide a detailed assessment of their environmental and social sustainability. The Higg Index is a set of tools developed by the Sustainable Apparel Coalition to measure sustainability performance across the supply chain. While the full index is used by industry professionals, some brands make parts of their assessment publicly available, allowing consumers to see how they stack up on sustainability.

3. Brand Websites and Sustainability Reports

Sustainability Reports: Many fashion brands publish annual sustainability reports that detail their environmental and social performance, goals, and achievements. These reports often include information on carbon emissions, water usage, waste management, labor practices, and community engagement. Brands like Patagonia, Nike, and H&M are known for their detailed and transparent sustainability reports.

How to Access: These reports are typically available on the brand’s official website, usually under a section dedicated to sustainability or corporate social responsibility (CSR). Consumers can read these reports to gain a deeper understanding of the brand’s commitment to sustainability and the specific actions they are taking to improve their impact.

Transparency Pages: Some brands have dedicated transparency pages on their websites where they disclose detailed information about their supply chain, including the locations of their factories, the working conditions of their employees, and the sourcing of their materials. This transparency allows consumers to trace the journey of the product from raw material to finished garment, providing confidence that the brand is operating responsibly.

4. Third-Party Organizations and Platforms

Fashion Transparency Index: The Fashion Transparency Index, published by Fashion Revolution, ranks the world’s largest fashion brands based on their level of transparency. The index assesses brands on their public disclosure of information regarding their supply chain, environmental impact, and social practices. It encourages brands to be more open about their operations and helps consumers identify which brands are leading the way in transparency.

How It Works: The Fashion Transparency Index is available online and is updated annually. Consumers can consult the index to see how their favorite brands rank in terms of transparency, which is often a good indicator of overall sustainability.

B Corp Certification: Certified B Corporations are companies that meet high standards of social and environmental performance, accountability, and transparency. B Corp certification covers a company’s entire operations, not just a single product or service, making it one of the most comprehensive indicators of a brand’s commitment to sustainability.

How to Check: Consumers can check if a brand is a certified B Corp by visiting the B Corporation website or looking for the B Corp logo on the brand’s marketing materials. This certification is a strong indicator that the brand is dedicated to sustainable and ethical business practices.

5. Consumer Reviews and Social Media

Online Reviews: Websites like Trustpilot, Yelp, and customer review sections on e-commerce platforms provide insights into a brand’s sustainability practices from the perspective of other consumers. While these reviews are often focused on product quality and customer service, many consumers also share their views on the brand’s environmental and social responsibility, which can be helpful for others making purchasing decisions.

How to Use: Consumers can search for reviews specifically mentioning sustainability, ethics, or environmental impact to gather more information on how a brand is perceived in these areas.

Social Media: Social media platforms are powerful tools for both brands and consumers. Brands often use social media to communicate their sustainability initiatives, share updates on their environmental goals, and engage with consumers on ethical issues. Consumers can follow brands and sustainability influencers to stay informed about the latest developments and practices.

Engaging with Brands: Consumers can directly engage with brands on social media by asking questions about their sustainability practices. Brands that are committed to transparency are often responsive and willing to share information with their audience.

6. Retailer Initiatives

Sustainable Collections: Many retailers have introduced sustainable collections or dedicated sections for products that meet certain environmental and social criteria. For example, you can see certain sections called “More responsible choice”, “Conscious collection” an so on, that indicates feature items made from sustainable materials or produced using environmentally friendly methods.

How to Identify: These collections are usually highlighted both in-store and online, making it easier for consumers to find and purchase sustainable options. Retailers may also provide information on the specific sustainability criteria used to curate these collections.

Store Information: In physical retail stores, sustainable products are often labeled with tags or signage indicating their eco-friendly attributes. Retail staff are also trained to provide information on the sustainability of the products they sell, so consumers can ask questions and learn more about the items they are interested in.

In-Store Engagement: Consumers can look for displays or ask staff about the sustainability of the products available. Some stores may even have dedicated sections or labels for products that meet certain sustainability standards, making it easier to shop consciously.

Conclusion

By leveraging these tools and resources, consumers can easily check the sustainability of fashion brands and make more informed choices that align with their values. Whether it’s through certifications, transparency reports, third-party ratings, or direct engagement with brands, there are numerous ways to evaluate a brand’s commitment to sustainability. These methods empower consumers to support brands that are genuinely working towards reducing their environmental impact and improving social outcomes, ultimately contributing to a more sustainable fashion industry.

Tools to Check a Brand's Sustainability for Yourself