Sustainable Fashion: An Australian Buyer's Guide

The fashion industry is one of the world's largest polluters, responsible for significant water usage, chemical pollution, and textile waste. As awareness grows, Australian consumers increasingly want to make better choices—but navigating sustainability claims can feel overwhelming. This guide cuts through the greenwashing to help you make genuinely better decisions.

Understanding Fashion's Environmental Impact

Before discussing solutions, it helps to understand the scope of the problem:

Water Usage: A single cotton t-shirt requires approximately 2,700 litres of water to produce—enough drinking water for one person for 2.5 years.Chemical Pollution: Textile dyeing is the second-largest water polluter globally. Chemicals used in production contaminate waterways, particularly in manufacturing countries with limited environmental regulation.Textile Waste: Australians send 800,000 tonnes of textiles to landfill each year. Synthetic fabrics take hundreds of years to decompose and release microplastics in the process.Carbon Emissions: The fashion industry accounts for an estimated 10% of global carbon emissions—more than international flights and maritime shipping combined.

Recognising Greenwashing

Greenwashing—making misleading sustainability claims—has become rampant as brands capitalise on consumer conscience without making genuine changes.

Red Flags to Watch For

Vague Language:

• "Eco-friendly" without specifics
• "Natural" or "green" (meaningless terms)
• "Sustainable collection" while the rest of the brand remains unchanged
• "Conscious" without clear standards
Limited Scope Claims:
• Focusing on packaging while ignoring production
• Highlighting one recycled material while the rest remains conventional
• Offsetting claims without reducing actual emissions
Certification Confusion:
• Made-up certifications or logos
• Single-issue certifications presented as comprehensive
• Highlighting materials certification while ignoring labour practices

Questions to Ask

1. What specifically makes this product sustainable?
2. Is the entire supply chain addressed or just one element?
3. Are claims verified by independent third parties?
4. Is information about manufacturers and practices publicly available?

Legitimate Certifications to Look For

Material Certifications

GOTS (Global Organic Textile Standard):

The gold standard for organic textiles. Covers environmental and social criteria throughout the supply chain, from harvesting raw materials to labelling.

OEKO-TEX Standard 100:

Tests finished products for harmful substances. Ensures no chemicals dangerous to human health remain in the fabric.

Bluesign:

Addresses chemical and environmental impacts of textile manufacturing. Strong on input stream management and worker safety.

Ethical Production Certifications

Fair Trade:

Focuses on workers' rights and fair wages in developing countries. Covers social criteria that environmental certifications may miss.

B Corporation:

Certifies entire company operations, not just products. Indicates comprehensive commitment to social and environmental performance.

SA8000:

Based on international labour standards. Addresses child labour, forced labour, health and safety, and workers' rights.

The Hierarchy of Sustainable Fashion Choices

1. Don't Buy It (Most Sustainable)

The most environmentally friendly garment is the one never produced. Before any purchase, ask:

• Do I actually need this?
• Will I wear it at least 30 times?
• Does it fill a genuine gap in my wardrobe?
• Am I buying this for genuine use or temporary emotional satisfaction?

2. Buy Secondhand

Extending the life of existing garments prevents new production and diverts clothing from landfill.

Australian Options:

• Op shops (Salvos, Vinnies, Red Cross)
• Consignment stores
• Online platforms (Depop, Facebook Marketplace, Gumtree)
• Vintage stores
• Clothing swaps with friends

3. Rent or Borrow

For occasional wear items—formal wear, special occasion clothing—renting makes environmental and financial sense.

Growing Rental Options:

• Designer dress rental services
• Special occasion wear
• Maternity clothing
• Formal menswear

4. Buy Quality That Lasts

If purchasing new, prioritise durability over price. A $200 jacket worn for ten years costs $20 per year; a $50 jacket worn twice costs $25 per wear.

Quality Indicators:

• Natural fibres from reputable sources
• Strong seams and quality construction
• Timeless styles over fast-fashion trends
• Brand reputation for durability

5. Choose Sustainable Brands

When buying new from sustainable brands:

• Research beyond marketing claims
• Look for transparency about manufacturing
• Check for legitimate certifications
• Consider the full picture, not just materials

Sustainable Materials Guide

Better Conventional Materials

Organic Cotton: Grown without synthetic pesticides or fertilisers. Reduces water pollution significantly, though water usage remains high.Linen: Made from flax, requires less water and fewer inputs than cotton. Naturally durable and biodegradable.Hemp: Fast-growing, requires minimal water, improves soil health. Naturally resistant to pests, requiring no pesticides.Tencel/Lyocell: Made from sustainably sourced wood pulp using closed-loop processes that recycle water and solvents.

Materials to Approach Carefully

Bamboo: Often marketed as eco-friendly, but most bamboo fabric (bamboo viscose) uses chemical-intensive processing similar to conventional rayon.Recycled Polyester: Better than virgin polyester but still sheds microplastics when washed. Questionable whether it truly reduces production rather than just processing waste destined for recycling anyway.Vegan Leather Alternatives: Often made from plastic (PU, PVC), which may be worse environmentally than responsibly sourced leather. Newer plant-based alternatives show promise but remain expensive and unproven for durability.

Materials to Avoid

Conventional Cotton: Intensive water usage and pesticide application make conventional cotton environmentally costly.Virgin Synthetics: Derived from petroleum, non-biodegradable, and release microplastics.Animal Products from Unknown Sources: Without transparency about sourcing, leather, wool, and down may involve environmental damage and animal welfare issues.

Australian Sustainable Fashion Resources

Local Brands Worth Investigating

Research Australian brands with genuine sustainability commitments. Look for:

• Australian manufacturing
• Transparent supply chains
• Specific environmental and social commitments
• Independent verification where possible

Repair and Alteration Services

Extending garment life through repair is often more sustainable than replacement:

• Local tailors and alterations services
• Shoe repair specialists
• Dry cleaners offering repair services
• DIY repair skills (worth developing)

Responsible Disposal

When clothing reaches end of life:

• Donate wearable items to charity
• Textile recycling for unwearable items
• Clothing collection points at some retailers
• Avoid sending to landfill wherever possible

Charity Donation Reality: Only about 15% of donated clothing is sold in Australian op shops. Much is exported or ends up in landfill. Donate clean, quality items in good condition.