Ethical style has become quite a thing in recent years, and many fashion brands are keen to cash in. Some do the right thing, while others simply hide the realities of their unethical practices behind layers of jargon. This practice of insinuating that a product is ethical when it is not, is known as ‘greenwashing’.

The terms used in fashion marketing are unregulated, so words such as ‘conscious’, ‘sustainable’ and ‘responsible’ can be used freely by companies, even if their policies are anything but.

So how to work out if that cute tee is what it says it is? Here are some quick Qs to ask yourself before you hand over your cash.

1. Where is it from?

Fast fashion companies are able to deliver low prices because they outsource production to countries where labour is cheap, and workers have no rights. When you buy clothes made in your country of residence, you’ll not only reduce carbon emissions, you can ensure fair labour practices are being followed.

2. How much is it?

When you tot up materials, shipping, labour and retail markup, there’s just no way a top should be five bucks. Labour is the easiest place to cut costs, so if the price is very low, it’s likely the person making it was not paid a fair wage for their work.

3. What is made of?

Animal fibres such as wool and leather are unethically produced because they are the product of animal abuse. Some synthetic fibres, such as polyester, are seriously unsustainable because they release microplastics into the ocean when washed. At vegan collective, we advocate for cruelty-free natural fibres (think cotton, rayon and bamboo), or synthetics with minimal environmental impact, such as Pinatex, Tencel and recycled synthetics.

4. Where can I find out more?

Despite these tests, unethical practices can slip through the cracks. Fortunately, a lot of people spend a lot of time researching brands so you can shop in peace. Our favourite database is good on you, which gives clear ratings on a huge list of popular labels.