Ultra fast fashion takes everything harmful about fast fashion and speeds it up. But that only starts to describe its dark side. This exposé dives deep into TikTok #hauls, brands’ gross labour abuses, and creepy “surveillance capitalism”.
The most troubling story in fashion
Like many trends in the 2020s, the story of ultra fast fashion starts with TikTok. And it often goes something like this. A young woman poses in a bedroom, hugging a bunch of plastic bags. She raises an eyebrow, bites her lip, and then winks before the video quickly cuts to the next clip: her hands on a pair of scissors, opening the first of many packages.
Over the next 30 seconds, this video jumps between ripping bags open and modelling what’s inside—elf cosplay ears, butterfly printed socks, more plastic bags containing individually plastic-wrapped garments and accessories. It’s all set to Taylor Swift’s “Blank Space”. As Swift sings “you look like my next mistake”, the TikToker empties another package on her bed, covering her mouth in excitement.
There’s no use in individually calling out this TikToker or this video, which has racked up more than 700,000 likes. It’s nowhere near the most watched video of its kind. She’s simply reenacting the fashion haul meme, which has become massively popular with young social media users. Hauls first emerged on YouTube in the 2010s. But they’ve reached new levels of notoriety in the 2020s on TikTok among Gen Z shoppers. Videos tagged with #haul on TikTok have cumulatively been viewed more than 15 billion times as of writing, and that number increases every minute.
When you scroll through fashion hauls, you see countless examples of consumption on steroids. In one typical video that’s captioned “*accidentally* spent $480 at #SHEIN”, a TikToker unpacks big boxes and lays dozens of packaged garments out in her room, covering the floor. In another video captioned “Another haullll #princesspolly”, a different TikToker shows off dresses she purchased during Princess Polly’s Black Friday sale. “You’re not going to believe me when I tell you how much I paid for these,” she says as she holds her plastic-wrapped dresses, “’cause it’s insane—it was so cheap.”
Most consumers on TikTok seem to know little about ultra fast fashion’s dark side.
Considering the plunging prices for fast fashion over the past few decades, these garments are historically cheap in terms of both quality and price. They’re the products of a relatively recent mutation of fast fashion known as “ultra fast fashion”. If that sounds ultra bad, that’s because it is.
Ultra fast fashion ranks among the most troubling stories in fashion and tech today. But with all the cheerful displays of overconsumption, most consumers on TikTok seem to know little about ultra fast fashion’s dark side—how this newish wave of brands accelerates the industry’s environmental impacts, worsens garment workers’ already dismal job conditions, and stalks shoppers all over the web to predict what you’ll want to buy next.
Ultra fast fashion v fast fashion: what’s the difference?
What is ultra fast fashion? In the simplest sense, ultra fast fashion retailers take everything bad about fast fashion and speed it up. That means faster production cycles, faster trend churn, and faster to the landfills. The clothing is ultra plastic, with at least half of these garments made from virgin plastics that will shed microfibers into waterways and the air for years to come. Consequently, the negative impacts on workers and the environment reach depressingly new lows. And it’s only getting worse.
Using Good On You’s independent ratings, I surveyed the sustainability records for five of the most popular ultra fast fashion brands—SHEIN, Fashion Nova, Boohoo, PrettyLittleThing, and Cider. What I found is both distressing and unsurprising: all of these brands receive Good On You’s two lowest scores, “We Avoid” and “Not Good Enough”, for their records on key social and environmental issues.
The industry’s widespread exploitation of garment workers constitutes, in the words of Business of Fashion contributor Bandana Tewari, “modern-day colonialism”. And ultra fast fashion brands appear to be taking the industry’s deplorable record to new lows.
For their track records on labour, in particular, these brands again receive the lowest marks. We’ve found zero evidence that any of these brands pay living wages—100% of these brands fail to disclose any meaningful information about forced labour and the wellbeing of the workforce. And watchdog groups have found that the situation is dire. With SHEIN’s suppliers, for example, a late 2021 report from NGO Public Eye revealed that workers were putting in 75 hour weeks, receiving only one day off per month, and pay per item of clothing—all in gross violations of labour laws.
100% of these brands fail to disclose any meaningful information about forced labour and the wellbeing of the workforce.
“If fast fashion for the past few decades has been characterised by low prices, high volume, and relentless pace, then the new wave of ultra fast fashion brands are pushing those three criteria to their absolute extreme—and pushing millions of already impoverished garment makers to the breaking point”, says journalist Lauren Bravo, author of the essential handbook “How To Break Up With Fast Fashion”.
For many millennials, fast fashion conjures early 2000s memories of trips to the shopping centre to check out the latest styles at well-known stores like H&M, Zara, American Apparel, Forever 21, and Abercrombie & Fitch—a handful of the many multinational brands that get grouped under the fast fashion umbrella. Fast fashion ushered in an unprecedented era where trends seen on the runway could pop up on racks at your local mall in a few weeks’ time. Where once fashion revolved around a couple of seasonal collections per year, these trend-focused retailers essentially changed that to 52 “seasons”, with their collections seeming to change each time you’d stop by.
Ultra fast fashion turns fast fashion’s “weeks” into days and “dozens of styles” into hundreds and thousands. The numbers alone sound sinister. Brands like SHEIN and Boohoo are reportedly posting thousands of new styles to their websites on a daily basis. Sometimes, knockoffs of trending celebrity and pop culture styles will appear online in as little as 24 hours, as so happened with a knockoff of a vintage Thierry Mugler dress Kim Kardashian wore. It’s e-commerce that seems to happen in real time.
“We’ve reached the point where clothing is now essentially being sold as a ‘Fast Moving Consumer Good’, in the same category as snack foods, fizzy drinks, toothpaste—as something entirely disposable, to be consumed once and then thrown away,” Bravo tells me. “Except, of course, with fashion there is no ‘away’. Those synthetic clothes will be weighing down the planet for a century or more.” That’s only where the bad news begins.
The big, bad brands taking over your feed
Influencer culture is now deeply embedded into the supply chain. The leader in TikTok’s haul of shame is indisputably SHEIN. My analysis into the brands that get the most #haul views on TikTok found that SHEIN’s number into the billions, with similar brands trailing in the hundreds of millions. (Conducting similar research, a UK-based brand agency found in June 2021 that SHEIN far outshone its competitors in TikTok exposure.) Clocking in at hundreds of millions of views, brands like PrettyLittleThing and Boohoo—both owned by the UK-based Boohoo Group—are also household names on TikTok.
These brands’ popularity on social media represents the pinnacle of shopping as entertainment—with poor quality garments produced as if they were only intended to last for a TikTok moment.
People are no longer shopping for clothes—they’re shopping for content.
Lauren Bravo
Voir cette publication sur Instagram
“People are no longer shopping for clothes—they’re shopping for content,” says Bravo. “It’s no coincidence that ultra fast fashion has grown alongside social media and influencer culture. Together, those industries have shifted perceptions of clothes as tactile, tangible real-world items to products that primarily just need to look good in a TikTok or Instagram photo.”
Ultra fast fashion retailers have no brick and mortar stores. They keep their operations entirely online, where their overhead costs are low and impulse purchases are instantaneous. And unlike the traditional fashion marketing mix, ultra fast fashion focuses its efforts overwhelmingly on TikTok, where they work with a vast network of teenage and early twenty-something shopping influencers. Demographically, white Gen Z women in Europe and North America produce the most viewed videos, but the brands have a global, multilingual reach.
And similar to how fast fashion grew during the cash-crunched Great Recession, ultra fast fashion brands have seen exponential growth through the pandemic, as locked down young people have been spending record amounts of time in front of digital screens—swiping through videos and quickly purchasing many of the trendy garments they see.
Disposable culture is now the norm
Hauls are one of the dominant fashion memes today. And that plays a key role in redefining our relationships with clothing. “A lot of fashion content on TikTok is haul and consumption based, which makes it seem like fashion is all about shopping, when in reality, fashion is an artform that exists outside of shopping”, says Lily Fang, the creator who runs the popular @imperfectidealist TikTok account focused on sustainable fashion.
Certainly, anyone who spends some time engaging with fashion content on TikTok could easily get a distorted sense that ultra fast fashion is the beginning and end of fashion. And that perspective seems to be shaping a generation of content creators. The target audience for sponsored “hauls”—where prominent TikTokers often receive free products and some level of compensation to post about their fashion binges—is overwhelmingly young women.
It’s hugely wasteful. We’re already seeing it with SHEIN taking over thrift stores.
Lily Fang
Ultra fast fashion’s aesthetic focus on popular celebrities only adds to the overconsumption itch. Where fast fashion has often drawn influence from high fashion’s runways, ultra fast fashion brands look to social media’s most popular figures. In 2021, SHEIN tapped Khloé Kardashian and a panel of celebrities as judges for a design competition. Kourtney Kardashian has collaborated with PrettyLittleThing for a collection. And Cardi B launched her first clothing line with Fashion Nova, even rapping in her track “She Bad” that she “could buy designer, but this Fashion Nova fit all that ass”.
“These brands push people to constantly buy—and buy in huge quantities,” Fang explains. “And since they rely on microtrends, it’s hugely wasteful because people will wear something just a couple times before getting rid of it. We’re already seeing it with SHEIN taking over thrift stores.”
A generation now views ultra fast fashion’s historically low price points and disposable culture as the norm, with many young people considering garments worn out after only a few washes. This overproduction and quick disposal has exacerbated fashion’s waste crisis. While verifiable stats about fashion’s impact are hard to track down, at least one study has suggested that for every five garments produced, three end up in landfills or incinerators.
“Ultra fast fashion’s relentless churn makes it almost impossible to consider a purchase before you commit,” Bravo says. “Instead, you take the risk and buy—because when it’s only the price of a sandwich, what do you have to lose?”
@imperfectidealist Reply to @abacus28 as you might suspect, SHEIN is not an ethical or sustainable brand #fastfashionchange #greenwashing #ethicalfashion #greenscreen ♬ original sound – Lily – sustainable fashion
‘Surveillance capitalism’—tracking your every click
Have you ever had a dress put a curse on you and follow your every move? Without giving the plot away, that’s the concept behind the film “In Fabric”, in which a haunted red dress torments an unlucky shopper. That horror comedy seems like quite an apt metaphor for the Orwellian way ultra fast fashion brands capture your data with every click, monitor your every interaction across digital channels, and creepily project pictures of your previously viewed items on almost any website you visit.
Fast fashion brands like Forever 21 and H&M are known for cringey digital marketing tactics, with a barrage of ads and emails that put pressure on you to click and buy ASAP. Ultra fast fashion brands do that, too—but with far more, and far more precise, data.
Companies like SHEIN and Boohoo have built their entire business on harnessing user data to predict what styles will sell next—and sell fast. This has led to considerable growth. SHEIN, for instance, surpassed both H&M and Zara in US sales in 2021.
This commercial success is based, in large part, on TikTok’s infamous artificial intelligence. Every time you view, like, or comment on #haul content, TikTok’s algorithms get better at serving you similar kinds of content you’ll find entertaining. Its algorithm so successfully predicts what you’ll be interested in watching that a headline in The New York Times declared “TikTok reads your mind”. “The algorithm tries to get people addicted”, Guillaume Chaslot, founder of Algo Transparency, told The Times. Chaslot said that each video users watch gives TikTok more information about them, and “in a few hours” the algorithm can detect things like musical taste, interest in drugs, whether they’re depressed, and more potentially sensitive assumptions.
Algorithmic oppression is not just a glitch in the system but, rather, is fundamental to the operating system of the web.
Safiya Umoja Noble
Many analysts believe such algorithms can cause social harm. Increasingly, organisations like the Algorithmic Justice League and scholars such as Safiya Umoja Noble highlight, in the words of Noble, how “algorithmic oppression is not just a glitch in the system but, rather, is fundamental to the operating system of the web”. Similarly, Netflix’s hit documentary “The Social Dilemma” outlined the impacts that platforms like Instagram and TikTok have to manipulate our lives and shape opinions. In 2021, for example, a leaked Facebook report showed that the company was aware that Instagram had negative influences on teenage girls’ body image.
Ultra fast fashion piggybacks on the negative side effects of these algorithmic systems—gathering data from content shared on these platforms and pairing that with the data they glean from their own customers. Many describe this system of stalking users for commercial advantage as ”surveillance capitalism”, a term coined by Harvard professor Shoshana Zuboff.
By surveilling your digital life, brands gain access to a vast web of data that allows them to make increasingly more accurate predictions about what will trend next, often with frightening accuracy.
“It feels as though these brands put far more effort into developing the algorithms that stalk us, study us, and then chase us around the internet with targeted ads, than they do into designing great clothes”, Bravo tells me.
Breaking an ultra fast fashion addiction
In taking over our TikTok feeds, these brands have an extraordinary power not only to increase the pace of churning trends but also to manipulate young peoples’ mental health.
“Fast fashion addictions are often the result of an insecurity,” Fang tells me. “This could be an insecurity stemming from not having enough—pushed by the constant ads—or not fitting in. This isn’t as simple to resolve, but removing yourself from situations that make you feel like you don’t have enough or aren’t enough is a good place to start.”
Fast fashion addictions are often the result of an insecurity.
Lily Fang
Deleting the apps, unfollowing influencers who partake in the #haul culture, and unsubscribing from brands’ marketing emails are a few places Fang says you can start breaking ultra fast fashion’s microtrend obsession. “You can replace that with more supportive content and slow fashion creators who focus on styling, practical tips, etc instead of shopping,” she suggests. Recently, she’s been discovering the joys of getting clothes tailored.
Ultimately, brands are responsible for their massive exploitation of garment workers—creating massive profits for only a handful of billionaires and environmental harm to the planet. But added together, people still have significant power to hold these companies accountable as consumers and push for legislation as citizens. On the regulatory front, the Fashion Sustainability and Social Accountability Act under consideration in New York state is one promising step in this direction.
And in advocating for change, ultra fast fashion addicts will come to rethink not only the ethics of overconsumption but their own personal style.
“If people think they need to constantly shop and participate in trends to be fashionable, I’d argue that they don’t actually have a good sense of their personal style,” Fang says. “Learning to slow down actually encourages you to get more creative.” And in a world where the hustle of microtrends dominate, slowing down is, in its own way, radical.
The post What is Ultra Fast Fashion? Investigating Why It’s Ultra Bad appeared first on Good On You.
What is Ultra Fast Fashion? Investigating Why It’s Ultra Bad
These brands have all types of sustainable socks for just about all of your footwear or around-the-house needs, from no-shows and performance-ready ankle socks to comfy crew-length and cozy knee-high socks.
I originally wrote this guide about four years ago, and I must say that sustainable socks have upped their game since then. We’ve been able to raise the bar on what it takes to get included in this guide.
What Qualifies as (More) Sustainable Socks?
There are several criterion I’ve used to determine the brands in this guide. Some brands meet several of these criteria and some even meet all of the criteria below.
- Use of at least 70% natural and organic materials, like organic cotton, hemp, and organic wool
- Uses certified organic materials and sources from certified GOTS (Global Organic Textile Standard) factories and/or Fair Trade factories
- Minimal to no use of synthetic fibers, preferring recycled when there are some synthetics used
- Use of either no dyes, natural dyes or low impact dyes
- Responsibly manufactured, ideally locally made or produced in fair trade environments
You’ll find that most of the sustainable socks in this guide do have a small percentage of synthetics for some stretch. (Though there are three brands with 100% organic cotton socks — check them out below!) I like to use a Guppyfriend Washing Bag to prevent the microplastics from synthetic textiles from being released into our waterways.
In case you have sensitive skin or want a pair of organic socks with an even lower environmental impact, there are also several brands with dye-free sock options.
As mentioned, the brands featured in this guide have all types of socks whether you’re looking for breathable moisture-wicking socks to play tennis in or comfy socks to cuddle up and say warm with. However if you’re looking for more substantial slippers, my guide to eco-friendly and ethical slippers will be a better bet.
The guide features affiliate links. As always, we only feature brands that meet high standards for sustainability that we love — and that we think you’ll love too!
Where to Find Sustainable and Organic Socks
1. Cottonique
Best for: latex-free organic cotton socks for sensitive skin
Materials: 100% GOTS-Certified Organic Cotton
Price: $18 for Kids (3 pairs) | $23-$28 for Adults (2 pairs)
Categories: Quarter, Crew, Ankle, Kids
Cottonique is the only brand I’ve found so far that sells exclusively 100% organic cotton socks. Founded by and designed for individuals with skin sensitivities, Cottonique’s socks are free of latex, spandex, or any other synthetic stretch.
The socks are also OEKO-TEX Standard 100 certified and sewn in the brand’s owned GOTS- and B Corp-certified factory in the Philippines.
I tried out the brand’s crew-length socks and found them to be quite comfortable, and I appreciated the ribbed detail. Without elastic for stretch, they fit snug in order to stay in place, so it’s important to get the right size! I wear a shoe size 7.5-8 and the medium was perfect.
2. Q for Quinn
Best for: soft, dye-free organic cotton socks
Materials: 98 – 100% Organic Cotton
Price: Kids’ from $10 | Adults from $15 / Pair
Categories: Ankle, Crew, and Trouser Socks
Made from 98% GOTS-certified organic cotton (with one pair of socks made of 100% cotton), Q for Quinn’s socks are breathable and super soft. One reviewer calls them the “softest socks I’ve ever worn!” and hundreds of other customers giving five-star reviews seem to agree.
Q for Quinn also has organic dye-free adult and kids’ socks perfect for sensitive skin.
3. Maggie’s Organics
Best for: 100% merino wool socks
Materials: 73% – 99.8% Organic Cotton | 60 – 100% Organic Merino Wool
Price: From $8.50 / Pair
Categories: Footie, Ankle and Crew Socks; plus Allergy, Recovery, and Diabetic
Sourcing GOTS-certified organic fibers and knitting all of their socks in the US, Maggie’s Organics is the real deal when it comes to sustainably-made socks.
The company is also committed to “Real Fair Trade” — they invest in the wellbeing of their farmers and suppliers and are on a journey to become employee-owned.
4. Rawganique
Best for: 100% natural fiber socks (cotton, linen, and wool)
Materials: 100% Organic Cotton, 100% Hemp, and 100% Wool Options
Price: From $12 / Pair
Categories: Anklet, Crew, Knee-High, and Dress Socks
If you’re looking for plastic-free socks, you will love Rawganique. The brand has several options of 100% natural fiber socks that are free of polyester, spandex, or nylon. Select from breathable 100% organic cotton socks, temperature-regulating 100% linen socks, or cozy 100% wool socks.
There are also several options of organic socks blended with a bit of synthetics for some stretch. These options will likely be more suitable for sport and hiking use.
5. Organic Basics
Best for: core-color basics with recycled synthetic blends
Materials: 70 – 75% Organic Cotton
Price: From $14 for 2-Pack
Categories: No-Show, Ankle, Crew, and Knee-High Socks
Focused on only the essentials — and doing them well — Organic Basics creates a range of quality organic socks in core colors like black, gray, blue and white. While these (more) sustainable socks do contain a percentage of synthetics, the majority of the synthetic content is recycled. I also appreciate that the product pages suggest a cooler washing temperature of 30C since clothing care and cleaning can make up a significant portion of a product’s total impact.
6. PACT
Best for: GOTS-certified organic no-show socks
Materials: 75 – 83% Organic Cotton
Price: From $14 for 2-Pack
Categories: No-Show and Crew Socks
PACT’s organic cotton no-show socks are made in a Global Organic Textile Standard certified factory. The no-show pairs come in basic black, white, and tan as well as some cute prints. They feature a new design and silicone grips to make sure they stay in place. That said, the socks unfortunately only come in one size — some of the reviewers who wear a shoe size 9 note that they are a bit too small for them.
7. Harvest & Mill
Best for: Naturally-colored dye-free cotton socks
Materials: 88% Organic Cotton
Price: $10 – $12 / Pair
Categories: Ankle and Crew Socks
Sustainable basics brand Harvest & Mill uses USA-grown and spun cotton for their ankle and crew organic socks. While these socks might look dyed with their earthy colors, they are actually completely dye-free — the natural color cotton varieties Harvest & Mill uses are naturally a muted brown or green.
8. tentree
Best for: hemp-blend white socks that plant trees
Materials: 71% Hemp and TENCEL
Lyocell
Price: $10 – $14 for 2-Pack
Categories: Ankle, Quarter, and Crew Socks
Socks are the crucial foundation of any closed-toe shoe and tentree’s basics are here to ensure you’re always putting your best foot forward. Crafted from a comfortable blend of hemp, TENCEL Lyocell, recycled polyester, their socks come in several lengths in basic pairs.
Plus, every pair plants 10 trees (the reason for their namesake ten-tree).
9. Conscious Step
Best for: giftable cause-driven organic socks
Materials: 75% Organic Cotton
Price: $15.95 / pair
Categories: Ankle and Crew Socks
Conscious Step’s socks are made with Fairtrade and GOTS-certified organic cotton and recycled polyester. The brand’s organic cotton socks are made with an exceptional quality too — with some even featuring a cushioned insole and arch support. But perhaps what this brand is really known for is that each design is associated with a different cause where a portion of your purchase goes.
10. Kind Socks
Best for: organic socks with fun prints
Materials: 80% Organic Cotton
Price: $12 – $14 / pair
Categories: Crew and Ankle Socks
KIND Socks is a Black-owned sustainable sock brand using GOTS-certified organic cotton for their vibrant collections. With prints like monstera leaves, watermelons, and bumblebees, KIND Socks will bring a touch of whimsy to any outfit.
The post 10 Sustainable Socks Made with Organic Fabrics appeared first on Conscious Life & Style.
When the temperatures go up, all I want to reach for is natural fibers — specifically, my linen clothing. There’s nothing quite as breathable or breezy as linen. So in this guide I break down what to know about this quintessential summer fiber, and share my top selections for linen clothing brands. They’re all small to mid-sized brands, mostly women-led!
Some Background on Linen
Where does linen come from?
Linen fiber is extracted from the stalks of flax plants. This plant is also known for providing us with nutritious flaxseeds and linseed oil — talk about an overachiever!
In fact, linen is one of the oldest fibers known to man, dating back to the prehistoric era. Archaeologists and paleobiologists have discovered flax fibers during excavations that were twisted, indicating they were used to make ropes or strings among many proposed applications that must have been a great advantage to the hunter-gatherer society. In fact, linen wrappings were even used for mummification in ancient Egypt.
Linen fabric is then created by obtaining its fibers from the inner bark (or stalks) of the flax plant.
How is the linen cloth made?
Before the fibers are spun into the breezy linen you know and love, its fibers are loosened and separated from the rest of the stalk through a process known as “retting”. At that point, the fibers are still straw-like and coarse in texture.
To soften it, the fibers are broken up into small, short bits, while the actual fiber is left unharmed, and then “scutched”, where the straw is scraped off the fiber. After which they are then pulled through “hackles”, that comb the straw out of the fiber to finally prepare flax for spinning into linen fabric.
And linen clothing is, of course, garments comprised of linen fiber in its entirety or blended with other fibers. For this guide, I tried to select brands that only used 100% linen or at the minimum blended linen with other natural fibers like cotton.
The Benefits of Linen Clothing
Why wear linen? Known for being ideal during the summers, clothing made from linen will allow heat to escape from the body while absorbing moisture and drying relatively quickly. While linen may have a notorious reputation for wrinkling rather quickly, when blended with other fibers, the creases aren’t as discernible as they would be with pure linens.
While linen may be notorious for its high energy consumption owing to its need to be ironed more, linen clothing’s pros easily outweigh its cons.
Flax plants can be grown in the harshest of climate conditions that require minimum water. What’s more impressive is the plant’s ability to absorb carbon. The European Confederation of Flax and Hemp (CELC) states that one hectare of flax absorbs 3.7 tons of CO2 every year.
Is Linen More Sustainable Than Cotton?
While there are benefits and drawbacks to every fiber when it comes to environmental sustainability, there are a few points where linen stands out when compared to cotton.
First, we know that durability is a key aspect of sustainability, because it means our clothes will last, enabling us to keep our clothes longer and buy new clothing less frequently.
So how long does linen clothing last in comparison to cotton? Linen clothing is up to 12 times stronger than cotton, helping increase its longevity and taking away the need to be replaced so often.
Another question might be about flax’s water usage. While the irrigation needs of the crop are dependent on the region’s climate (just as with cotton), 450–750 mm of water per season is sufficient for flaxseed. In fact, some studies even indicate that flax could be regarded as a drought-tolerant crop.
How to Care for Linen Clothing
When it comes to caring for linen clothing, linen can be washed on a gentle machine cycle with a mild detergent. (Check out these low waste low-impact detergent options.)
In case you’re curious whether linen stretches or shrinks, then there isn’t much to worry about. Linen is mostly pre-shrunk during the manufacturing stages but pure linens may show about 4% shrinkage.
And when it comes to stretch, linens aren’t known to stretch out over time but can show some level of elasticity when blended with other fibers.
Finally, it’s no secret that linen clothing tends to wrinkle easily! You may choose to embrace the natural characteristics of linen and wear your linen clothing as is, or if you want a crisper look, you may either want to look for a linen blended fabric, or be prepared to steam and/or iron your garments relatively frequently.
Note: This guide includes partners and/or affiliates. As always, brands must meet high standards for sustainability and ethics — and I only share brands that I believe in.
How to Find Sustainable Linen Clothing
So of course, I’m a big advocate for “secondhand first” when it comes to all fashion, including linen clothing. While your local thrift store might not be filled with 100% linen clothes, online secondhand shops can be a great resource. For luxury and premium brands, Vestiaire Collective and The RealReal. For more affordable options, my favorite pick is ThredUp because you can filter by natural fibers only. To be clear: the listings aren’t always accurate, so I still double check the descriptions of any product that shows up with that filter, but it does save some time to start there.
When looking for new linen clothing, I always prioritize small to mid-size women-led businesses. And I check the product details to see if they use 100% linen or if they’re deceptively saying “linen blend” and then it’s actually 50% polyester!
And while not perfect you can also look for certifications. These are the ones most relevant to linen clothing and linen fashion brands.
OEKO-TEX Standard 100 certifies that the finished textile product has been tested for harmful substances (heavy metals, formaldehyde, pesticide residue). This is a chemical-safety certification, not a guarantee of fair labor or environmental practices. So it tells you the linen has been tested for potentially toxic chemicals, but it doesn’t tell you who made it or how. Note that some brands just say “OEKO-TEX certified” — that virtually always refers to OEKO-TEX Standard 100, the most common certification from OEKO-TEX.
GOTS (Global Organic Textile Standard) certifies that a textile contains a minimum percentage of certified organic fiber and meets environmental and social criteria through processing. It’s the standard for verifying a fabric is genuinely “organic,” not just marketed that way.
B Corp certifies the company as a whole against social and environmental performance standards (labor, governance, environmental impact). This is a business-level cert, not a product-level one, so it doesn’t speak to any single garment’s materials.
Fair Trade Certified verifies that the specific factory/facility producing the item meets standards for labor conditions, wages, and worker safety, and that a Community Development Premium is paid to workers. It’s a labor and production-facility certification. It doesn’t certify the fabric’s environmental footprint or chemical content (that’s what OEKO-TEX covers), so a garment can carry both certifications and they’re speaking to different things.
Where to Find Eco-Friendly Linen Clothing
I scoured through dozens of brands to find my top picks for brands with sustainably-crafted linen clothing for women (some have men’s clothing too). I’ve included their conscious qualities, what they’re best for, and any caveats so you can make the best decision for yourself. Keep in mind while shopping that 100% linen garments won’t have any stretch — so if you run between sizes, I’d default to sizing up. But of course, check the size chart and reviews for each brand!
1. Linen Handmade Studio
Best for: tailored, elevated linen clothing
A lot of linen clothing can feel quite casual. And while Linen Handmade studio does have relaxed-fit options, what differentiates the brand in my opinion is their tailored options. I often hear from conscious readers that they want to wear natural fibers to work, but they can’t find something nice enough. Enter in: Linen Handmade Studio’s tailored pieces.
The brand has linen blazers and jackets, linen vests, and linen pants elevated enough for work or an evening out. (They even have bridesmaid dresses.) I’ve been wearing their Evelyn Longline Linen Vest in red clay on repeat and gotten so many compliments on it.
Price Range: $68 – $305
Size Range: US 2-18 (runs slightly small, I’d size up!)
Based in: Lithuania | Ships: Internationally; free U.S. shipping on orders $300+
2. MATE
Best for: casual GOTS-certified organic linen clothing
Prioritizing natural non-toxic materials, MATE has a collection of effortless linen shorts, button-downs, and pants made from GOTS-certified organic linen and colored with low-impact dyes.
That means that the color options at MATE are a bit more limited than you might see at other brands. They carry white, black, and “dune” — a soft beige.
I have their organic linen button-down in white and it’s been a reliable staple for me the past two years that’s held up beautifully.
Price Range: $88 – $178
Size Range: XS – XL
Based in: U.S. | Ships: Internationally
3. Linen Fox
Best for: romantic pastoral clothing in trend-forward colors and prints
Linen Fox is a Lithuanian small independent fashion brand — their team of 16 people make all of their linen clothing — including womenswear, menswear, and kids clothes.
The brand’s garments are made from OEKO-TEX Standard 100 certified linen fabric. The label follows fair trade principles to production and reduces fabric waste by selling their fabric scraps as samples, and crafting accessories like scrunchies. They also ship in 98% plastic-free packaging.
Price Range: $74 – $187
Size Range: XS – XL (several products fit oversized; check each description!)
Based in: Lithuania | Ships: Internationally
4. Magic Linen
Best for: linen separates plus matching home linens
From classic linen shirts to linen aprons and linen pajamas, Magic Linen is your destination for finding summer-ready sustainable linen clothing for men or women.
The small business’ linen clothing is made with European flax linen certified by OEKO-TEX Standard 100.
The Etsy shop also has plenty of linen home goods — I have linen curtains and bedsheets from Magic Linen and the quality of the fabric has been fantastic, with the sheets holding up well even after years of washing.
Price Range: $93 – $298
Size Range: XS – XXL
Based in: Lithuania | Ships: Internationally
5. Beaumont Organic
Best for: European-made linen clothing with full factory transparency
Looking for breathable garments perfect for your summer getaway to the English countryside or sea? Look no further than Beaumont Organic.
Beaumont Organic is a UK slow fashion brand with garments made from natural fabrics, like flax linen clothing! The brand publishes a directory of the factories they source from — 97% of production takes place in Northern Portugal.
They also have a repair program and are launching a resale program (currently available within the UK only).
Price Range: $211 – $300
Size Range: XS – L
Based in: UK | Ships: Internationally
6. LoveAndConfuse
Best for: feminine style linen clothing
The linen clothing from this lovely small Lithuanian brand on Etsy are truly swoon-worthy!
From wrap dresses to ruffled midi’s to high-waisted linen shorts and linen crop tops, their collection of linen fashion will have you dreaming of a slow travel escape to somewhere warm and sunny.
Price Range: $116 – $225
Size Range: XS – XL
Based in: Lithuania | Ships: Internationally
7. Neu Nomads
Best for: classic linen garments and resortwear
With a mission to create simple, sustainable luxury, Neu Nomads offers quality classics made from earth-minded materials, including 100% OEKO-TEX Standard 100-certified linen.
You’ll find linen trousers, effortless shirts, resort-ready kaftans, and tailored linen blazers in classic colors like white, black, olive, and bright coral.
Price Range: $159 – $359
Size Range: XXS – XXL
Based in: U.S. | Ships: Internationally
8. EILEEN FISHER
Best for: classic linen clothing with circularity programs
Slow fashion brand EILEEN FISHER has elegant, minimalistic garments made from eco-minded fabrics including organic linen. Several of the pieces are made in Fair Trade Certified factories.
This is the largest company on the list, but still considered a medium-sized enterprise — and, of course, this namesake label is woman-founded.
EILEEN FISHER’s organic linen clothing is timeless and made with quality, as part of their circularity efforts. In addition to ensuring their pieces last, the brand also has a resale program called Renew and a “third life” program that repurposes unwearable garments into unique artwork and other goods.
Price Range: $98 – $268
Size Range: XXS – XL
Based in: U.S. | Ships: Within U.S.
Your Questions, Answered:
What about Quince’s linen clothing?
While Quince offers more affordable linen clothing, in my experience their linen clothing is ok quality, but does not compare with the quality of some of the other brands on this list. Also, I personally want to prioritize women-led small businesses for my guides, not venture-backed billion-dollar companies.
Should I look for organic linen clothing?
While organic linen is wonderful, it is quite rare. Only two brands on this list use certified organic linen. Note that OEKO-TEX Standard 100 linen is not “organic” linen, but rather linen clothing that has been tested against common harmful substances. The most common certification for organic fiber clothing is Global Organic Textile Standard, or GOTS.
Is there any linen clothing that’s work-appropriate?
This one depends on your work place’s dress code, but there are a few options on this list with linen blazers, trousers, and other more tailored pieces like Linen Handmade Studio and Neu Nomads.
More Sustainable Clothing Guides:
The Best Organic Cotton Fashion Brands
Actually Fashionable Hemp Clothing Brands
The post 8 Best Linen Clothing Brands With Easy Breezy, Beautiful Pieces appeared first on Conscious Life & Style.
9 Best Linen Clothing Brands With Easy Breezy, Beautiful Pieces
Breezy, light, and breathable, we take a deep dive into how one of the best summer fabrics fares when it comes to sustainability while discovering these brands that are doing right by linen.
Some Background on Linen
Where does linen come from?
Linen fiber is extracted from the stalks of flax plants. This plant is also known for providing us with nutritious flaxseeds and linseed oil — talk about an overachiever!
In fact, linen is one of the oldest fibers known to man, dating back to the prehistoric era. Archaeologists and paleobiologists have discovered flax fibers during excavations that were twisted, indicating they were used to make ropes or strings among many proposed applications that must have been a great advantage to the hunter-gatherer society. In fact, linen wrappings were even used for mummification in ancient Egypt.
Linen fabric is then created by obtaining its fibers from the inner bark (or stalks) of the flax plant.
How is the linen cloth made?
Before the fibers are spun into the breezy linen you know and love, its fibers are loosened and separated from the rest of the stalk through a process known as “retting”. At that point, the fibers are still straw-like and coarse in texture.
To soften it, the fibers are broken up into small, short bits, while the actual fiber is left unharmed, and then “scutched”, where the straw is scraped off the fiber. After which they are then pulled through “hackles”, that comb the straw out of the fiber to finally prepare flax for spinning into linen fabric.
And linen clothing is, of course, garments comprised of linen fiber in its entirety or blended with other fibers. For this guide, I tried to select brands that only used 100% linen or at the minimum blended linen with other natural fibers like cotton.
The Benefits of Linen Clothing
Why wear linen? Known for being ideal during the summers, clothing made from linen will allow heat to escape from the body while absorbing moisture and drying relatively quickly. While linen may have a notorious reputation for wrinkling rather quickly, when blended with other fibers, the creases aren’t as discernible as they would be with pure linens.
While linen may be notorious for its high energy consumption owing to its need to be ironed more, linen clothing’s pros easily outweigh its cons.
Flax plants can be grown in the harshest of climate conditions that require minimum water. What’s more impressive is the plant’s ability to absorb carbon. The European Confederation of Flax and Hemp (CELC) states that one hectare of flax absorbs 3.7 tons of CO2 every year.
Is Linen More Sustainable Than Cotton?
While there are benefits and drawbacks to every fiber when it comes to environmental sustainability, there are a few points where linen stands out when compared to cotton.
First, we know that durability is a key aspect of sustainability, because it means our clothes will last, enabling us to keep our clothes longer and buy new clothing less frequently.
So how long does linen clothing last in comparison to cotton? Linen clothing is up to 12 times stronger than cotton, helping increase its longevity and taking away the need to be replaced so often.
Another question might be about flax’s water usage. While the irrigation needs of the crop are dependent on the region’s climate (just as with cotton), 450–750 mm of water per season is sufficient for flaxseed. In fact, some studies even indicate that flax could be regarded as a drought-tolerant crop.
How to Care for Linen Clothing
When it comes to caring for linen clothing, linen can be washed on a gentle machine cycle with a mild detergent. (Check out these low waste low-impact detergent options.)
In case you’re curious whether linen stretches or shrinks, then there isn’t much to worry about. Linen is mostly pre-shrunk during the manufacturing stages but pure linens may show about 4% shrinkage.
And when it comes to stretch, linens aren’t known to stretch out over time but can show some level of elasticity when blended with other fibers.
Finally, it’s no secret that linen clothing tends to wrinkle easily! You may choose to embrace the natural characteristics of linen and wear your linen clothing as is, or if you want a crisper look, you may either want to look for a linen blended fabric, or be prepared to steam and/or iron your garments relatively frequently.
Note: This guide includes partners and/or affiliates. As always, brands must meet high standards for sustainability and ethics — and I only share brands that I believe in.
How to Find Sustainable Linen Clothing
So of course, I’m a big advocate for “secondhand first” when it comes to all fashion, including linen clothing. While your local thrift store might not be filled with 100% linen clothes, online secondhand shops can be a great resource. For luxury and premium brands, Vestiaire Collective and The RealReal. For more affordable options, my favorite pick is ThredUp because you can filter by natural fibers only. To be clear: the listings aren’t always accurate, so I still double check the descriptions of any product that shows up with that filter, but it does save some time to start there.
When looking for new linen clothing, I always prioritize small to mid-size women-led businesses. And I check the product details to see if they use 100% linen or if they’re deceptively saying “linen blend” and then it’s actually 50% polyester!
And while not perfect you can also look for certifications. These are the ones most relevant to linen clothing and linen fashion brands.
OEKO-TEX Standard 100 certifies that the finished textile product has been tested for harmful substances (heavy metals, formaldehyde, pesticide residue). This is a chemical-safety certification, not a guarantee of fair labor or environmental practices. So it tells you the linen has been tested for potentially toxic chemicals, but it doesn’t tell you who made it or how. Note that some brands just say “OEKO-TEX certified” — that virtually always refers to OEKO-TEX Standard 100, the most common certification from OEKO-TEX.
B Corp certifies the company as a whole against social and environmental performance standards (labor, governance, environmental impact). This is a business-level cert, not a product-level one, so it doesn’t speak to any single garment’s materials.
Fair Trade Certified verifies that the specific factory/facility producing the item meets standards for labor conditions, wages, and worker safety, and that a Community Development Premium is paid to workers. It’s a labor and production-facility certification. It doesn’t certify the fabric’s environmental footprint or chemical content (that’s what OEKO-TEX covers), so a garment can carry both certifications and they’re speaking to different things.
Where to Find Eco-Friendly Linen Clothing
I scoured through dozens of brands to find my top picks for brands with sustainably-crafted linen clothing for women (some have men’s clothing too). I’ve included their conscious qualities, what they’re best for, and any caveats so you can make the best decision for yourself. Keep in mind while shopping that 100% linen garments won’t have any stretch — so if you run between sizes, I’d default to sizing up. But of course, check the size chart and reviews for each brand!
1. Linen Handmade Studio
Best for: tailored, elevated linen clothing
A lot of linen clothing can feel quite casual. And while Linen Handmade studio does have relaxed-fit options, what differentiates the brand in my opinion is their tailored options. I often hear from conscious readers that they want to wear natural fibers to work, but they can’t find something nice enough. Enter in: Linen Handmade Studio’s tailored pieces.
The brand has linen blazers and jackets, linen vests, and linen pants elevated enough for work or an evening out. (They even have bridesmaid dresses.) I’ve been wearing their Evelyn Longline Linen Vest in red clay on repeat and gotten so many compliments on it.
Price Range: $68 – $305
Size Range: US 2-18 (runs slightly small, I’d size up!)
Based in: Lithuania | Ships: Internationally; free U.S. shipping on orders $300+
2. MATE
Best for: casual GOTS-certified organic linen clothing
Prioritizing natural non-toxic materials, MATE has a collection of effortless linen shorts, button-downs, and pants made from GOTS-certified organic linen and colored with low-impact dyes.
That means that the color options at MATE are a bit more limited than you might see at other brands. They carry white, black, and “dune” — a soft beige.
I have their organic linen button-down in white and it’s been a reliable staple for me the past two years that’s held up beautifully.
Price Range: $88 – $178
Size Range: XS – XL
Based in: U.S. | Ships: Internationally
3. Linen Fox
Best for: romantic pastoral clothing in trend-forward colors and prints
Linen Fox is a Lithuanian small independent fashion brand — their team of 16 people make all of their linen clothing — including womenswear, menswear, and kids clothes.
The brand’s garments are made from OEKO-TEX Standard 100 certified linen fabric. The label follows fair trade principles to production and reduces fabric waste by selling their fabric scraps as samples, and crafting accessories like scrunchies. They also ship in 98% plastic-free packaging.
Price Range: $74 – $187
Size Range: XS – XL (several products fit oversized; check each description!)
Based in: Lithuania | Ships: Internationally
4. OhSevenDays
Best for: deadstock linen with custom sizing available
OhSevenDays was founded by Megan Mummery after seeing the vast supply of surplus fabrics (i.e. deadstock) in Istanbul, Turkey.
While originally sourcing their deadstock fabric from middleman sellers, OhSevenDays now sources their surplus fabrics (including linen) directly from OEKO-TEX fabric mills for better transparency.
Price Range: $$
Size Range: XS-XL + custom sizing options
Based in: Turkey | Ships: Internationally
5. Magic Linen
Best for: linen separates plus matching home linens
From classic linen shirts to linen aprons and linen pajamas, Magic Linen is your destination for finding summer-ready sustainable linen clothing for men or women.
The small business’ linen clothing is made with European flax that means the pre-certification guidelines of OEKO-TEX Standard 100.
The Etsy shop also has plenty of linen home goods — I have linen curtains and bedsheets from Magic Linen and the quality of the fabric has been fantastic, with the sheets holding up well even after years of washing.
Price Range: $-$$
Size Range: XS – XXL
Based in: Lithuania | Ships: Internationally
6. Beaumont Organic
Best for: UK-made linen with full factory transparency
Looking for breathable garments perfect for your summer getaway to the English countryside or sea? Look no further than Beaumont Organic.
Beaumont Organic is a UK slow fashion brand with garments made from natural fabrics, like flax linen clothing! The brand publishes a directory of the factories they source from — 97% of production takes place in Northern Portugal.
They also have a repair program and are launching a resale program (currently available within the UK only).
Price Range: ££ – £££
Size Range: XS – L
Based in: UK | Ships: Internationally; covers EU customs & fees
7. LoveAndConfuse
Best for: ultra feminine style linen clothing
The linen clothing from this lovely small Lithuanian brand on Etsy are truly swoon-worthy!
From wrap dresses to ruffled midi’s to high-waisted linen shorts and linen crop tops, their collection of linen fashion will have you dreaming of a slow travel escape to somewhere warm and sunny.
Price Range: $ – $$
Size Range: XS – XL
Based in: Lithuania | Ships: Internationally
8. Neu Nomads
Best for: affordable linen garments
With a mission to create simple, sustainable luxury at affordable prices, Neu Nomads offers quality classics made from earth-minded materials, including organic linen.
You’ll find linen trousers, effortless shirts, chic blouses, summer dresses, and even linen blazers in a range of colors among Neu Nomad’s consciously crafted selection.
Price Range: $ – $$
Size Range: XS – XL
Based in: U.S. | Ships: Internationally
9. EILEEN FISHER
Best for: investment-piece linen with a circularity program
Slow fashion label EILEEN FISHER has elegant, minimalistic garments made from eco-minded fabrics including organic linen.
EILEEN FISHER’s organic linen clothing is timeless and made with quality, as part of their circularity efforts. In addition to ensuring their pieces last, the brand also has a resale program called Renew and a “third life” program called Waste No More that repurposes unwearable garments into unique items.
Price Range: $$$
Size Range: XXS – XL
Based in: U.S. | Ships: Within U.S.
Your Questions, Answered:
What about Quince’s linen clothing?
While Quince offers more affordable linen clothing, in my experience their linen clothing is ok quality, but does not compare with the quality of some of the other brands on this list. Also, I personally want to prioritize women-led small businesses for my guides, not venture-backed billion-dollar companies.
Should I look for organic linen clothing?
While organic linen is wonderful, it is quite rare. Only two brands on this list use certified organic linen. Note that OEKO-TEX Standard 100 linen is not “organic” linen, but rather linen clothing that has been tested against common harmful substances. The most common certification for organic fiber clothing is Global Organic Textile Standard, or GOTS.
More Sustainable Clothing Guides:
The Best Organic Cotton Fashion Brands
Actually Fashionable Hemp Clothing Brands
The post 9 Best Linen Clothing Brands With Easy Breezy, Beautiful Pieces appeared first on Conscious Life & Style.
9 Best Linen Clothing Brands With Easy Breezy, Beautiful Pieces
-
Climate Change1 year ago
Guest post: Why China is still building new coal – and when it might stop
-
Greenhouse Gases1 year ago
Guest post: Why China is still building new coal – and when it might stop
-
Greenhouse Gases2 years ago嘉宾来稿：满足中国增长的用电需求 光伏加储能“比新建煤电更实惠”
-
Climate Change2 years ago嘉宾来稿：满足中国增长的用电需求 光伏加储能“比新建煤电更实惠”
-
Climate Change2 years ago
Bill Discounting Climate Change in Florida’s Energy Policy Awaits DeSantis’ Approval
-
Renewable Energy10 months agoSending Progressive Philanthropist George Soros to Prison?
-
Greenhouse Gases1 year ago
嘉宾来稿：探究火山喷发如何影响气候预测
-
Carbon Footprint2 years agoUS SEC’s Climate Disclosure Rules Spur Renewed Interest in Carbon Credits