Wondering how to tell if a brand is ethical, when every label says “conscious”? Judge it on evidence: published supplier lists, wage data, independent certification and specific claims, not on the look of the marketing.
| Item | Value |
|---|---|
| Companies ranked by the Fashion Transparency Index (eighth edition) | 250 |
| Overall average transparency score in that edition | 26% |
| Brands that do not publish how many supply-chain workers get a living wage | 99% |
| Brands disclosing first-tier supplier lists in that edition | 52% |
| Garment and textile workers worldwide | About 60 million |
| Average garment worker pay compared with a living wage | About half |
Figures come from TheIndustry.fashion’s report on the Fashion Transparency Index and Fairtrade International’s textiles page. They can change with each new edition, so check the sources before you rely on them.
Why a “sustainable” label is not proof
There is no single legal definition of an ethical clothing brand. Words like ‘green’, ‘conscious’ or ‘responsible’ do not, by themselves, explain what a brand has achieved.
That is why the five checks below focus on evidence you can verify. If you are building a shortlist, our guide to ethical clothing brands shows how these checks apply to real names.
Work through them in order, and write down what you find. A few minutes of searching a brand’s website usually tells you more than any advert.
First check: does the brand publish its suppliers?
A brand that cannot tell you where its clothes are made cannot say much about how workers are treated. Supplier transparency is the most basic test.
Fashion Revolution’s Index assesses disclosure by 250 companies, including information about their environmental and social impacts. In its eighth edition, more than half (52%) disclosed their first-tier supplier lists.
Look for these on the brand’s website:
- A named list of factories, ideally including the fabric mills behind them.
- Where each factory is, and roughly how many people work there.
- A date on the list, so you know it has been updated.
If the list is missing, search the site for “supplier”, “factory” or “transparency”. Many brands bury it in a footer link or a downloadable report.
Second check: what does it say about wages?
Pay is where most claims fall apart. Fairtrade International estimates garment and textile employment at about 60 million people, with average earnings reaching roughly half a living wage.
The same Index edition found that 99% of brands do not publicly state how many workers in their supply chains are paid a living wage. So a brand that gives actual numbers is already unusual.
Be wary of vague phrases such as “we pay fair wages”. A stronger statement names the wage benchmark, the share of workers covered and the timeline for closing any gap.
Third check: is there independent certification?
Third-party labels mean someone other than the brand has audited a specific claim. Each label covers something different, so ask what it actually certifies: a fibre, a factory or the whole company.
Certification under the Fairtrade Textile Standard sets a six-year deadline for achieving living wages and includes rules on hours and contracts. Workers choose how to allocate the Fairtrade Premium, with possible uses including education, childcare, environmental projects and training.
Our page on fair trade certified clothing explains how that kind of label works. When you see any badge, look up the scheme’s own website and read what it covers.
Fourth check: are the claims specific and checkable?
Specific claims can be tested, and broad ones cannot. “Made with a named percentage of certified cotton” is checkable. “Eco-friendly” is not.
Use this quick filter on any sustainability claim:
- Does the claim say what exactly is better: the fibre, the dye, the packaging or the factory?
- Does it give a number, a baseline and a date?
- Does it name who verified it?
- Does it cover the whole product, or one small line of the range?
A brand with one small “conscious” capsule and a very large conventional range is a common pattern. The capsule can be real while the overall business stays the same.
Fifth check: does the brand report on its own progress?
Ethical practice is a direction, not a finish line. Good brands publish results, including missed targets, and explain what they will change.
The Index itself shows how far the industry has to go. The eighth edition’s 26% average indicates that substantial disclosure gaps remained. Two of the 250 scored 80% or higher for the first time, with OVS highest at 83% and Gucci at 80%. At the other end, 18 major brands scored 0%.
A high score means a brand discloses a lot, not that it is flawless. Still, disclosure gives you something to hold the brand to, and silence does not.
How to tell if a brand is ethical: putting the checks together
Note which checks a brand passes and where information is missing. A brand that is open about a problem is usually a better bet than one that claims to have none.
- Strong sign: named suppliers, wage data, audited labels and dated progress reports.
- Mixed sign: some disclosure, but only about one material or one collection.
- Warning sign: only slogans, stock photos of artisans and no way to check anything.
The same checks work whatever you shop for. If you want to apply them to menswear, see our list of sustainable fashion brands for men.
Buying less and wearing items for longer also helps, whichever brand you choose. The most ethical garment is often the one already in your wardrobe.
When you are unsure, ask the brand directly. Send a short message asking for its supplier list, its wage policy and the name of the body that audits its claims. A clear, prompt and specific reply is a good sign, while a vague reply or no reply tells you something too.
Keep a simple note for each brand you research, with the date you checked. Brands change their policies, and a page you read last season may have been updated since. Revisiting your shortlist now and then keeps your choices based on current evidence rather than on old impressions.
Finally, compare brands against each other rather than against perfection. Two brands may both fall short, but the one that shares more detail gives you more to work with when you decide where to spend your money.
Frequently asked questions
Is a certification label enough to call a brand ethical?
Show answer
No. Certification scopes vary; check whether the label covers a material, a factory or the company, and which criteria it assesses. Use it as one piece of evidence next to supplier lists and wage data.
Does a high transparency score mean a brand is ethical?
Show answer
Not by itself. The Index scores what a brand discloses, not how well it behaves. It does tell you how much you can check.
What is the quickest check I can do in a shop?
Show answer
Look for where the item was made, then search the brand’s site for a supplier list. If you cannot find one, treat the other claims with caution.
Are small brands more ethical than big ones?
Show answer
Not automatically. Size says little. Judge each brand on what it publishes and who verifies it.
