A Consumer’s Guide to Consumption
Tom Atkin, April 29, 2026
To clarify, this isn’t a list of “good” shops VS “bad” shops, and I’m not telling you where to buy your clothes. We all have different taste and priorities so that approach just doesn’t work.
Even within the same brand, one garment might be consciously made while another isn’t. Sustainability and quality tend to be garment-specific, not brand-specific.
So, this is a guide on how/what to think when you’re buying clothes.
1. Check the composition label
The care label is more informative than most people realise. It tells you what the garment is made from: cotton, polyester, wool, blends etc. This matters for durability (how long you can wear it for), comfort (how often you’ll wear it), and environmental impact (what producing this garment has taken from the world).
Natural fibres like cotton or wool can age well and feel better against the skin, while synthetics like polyester may last longer but shed microplastics. Blends can be a practical middle ground that is comfortable and durable. At Fibre to Fibre we recycle poly/cotton blends too so they can also be produced in a circular supply chain.
The key is awareness: know what you’re buying and why. Just remember, natural fibres like wool, cotton etc are biodegradable so when you do bin them, they won’t pollute the earth (unless artificial dyes have been used but that’s another can of worms). However, synthetics are not biodegradable so it’s like throwing away a giant crisp packet.
2. Consider where it was made
Where a garment is made gives you a sense of how far it’s travelled before reaching you, which has environmental implications.
The implications are not actually as important as you might think, however.
For example, the difference in emissions between making in Bangladesh and making in Portugal are hardly noticeable. At Fibre to Fibre, we make in Bangladesh and shipping accounts for just ~3% of a garment’s emissions.
The majority of a garment’s emissions are in production.
That said, avoid jumping to conclusions. A “Made in…” label is not a moral verdict. As a consumer, I like to support local producers however this isn’t always the best option – see below…
3. Don’t rely on assumptions about countries
There’s a tendency to associate certain countries with unethical production, but reality is more complex.
For example, Bangladesh is often viewed negatively because of the 2013 factory collapse. Since the 2013 Rana Plaza collapse, Bangladesh’s garment sector has undergone one of the largest coordinated safety overhauls in global manufacturing. International initiatives led by the International Labour Organization and industry agreements have resulted in thousands of factory inspections, structural upgrades, and ongoing monitoring systems.
In fact, these reforms introduced binding safety standards and independent inspections across a majority of export factories. This means many large Bangladeshi garment facilities are now monitored more rigorously than those in other major producing countries.
Similarly, “Made in China” doesn’t automatically mean poor conditions or low quality. China has highly advanced manufacturing capabilities and specialises in technical garments. Many high-performance jackets and coats are produced there because of the expertise and infrastructure available.
It’s important to be realistic about which countries have the best infrastructure for garment production. Bangladesh and China aren’t affordable because they employ illegally – they’re both able to achieve greater economies of scale due to their infrastructure.
4. Understand price differences
When you see a big price gap between garments made in different countries, for example UK versus China, it’s not just about labour costs. Economies of scale play a huge role.
Large manufacturing hubs can produce at volume, with efficient supply chains and specialised machinery, which brings costs down. Smaller European factories may produce in lower quantities, with higher overheads and different regulatory environments. Price reflects a mix of factors, not just ethics or quality.
5. Trust your hands
If you’re shopping in person, this is one of the simplest and most underrated tests: feel the garment.
Does it feel substantial? Does the fabric feel like it will hold up after multiple washes? Are the seams neat and secure?
If something feels flimsy or poorly constructed, it probably is. Quality is often immediately noticeable when you pay attention.
If the quality feels average, don’t buy it. Back yourself that you’re right.
The price of a garment doesn’t always reflect quality so trust your senses!
6. Think about how it fits into your life
This is the most important one in my opinion. How many times have you seen something and thought “that looks cool but it’s not very me” and bought it anyway?
These garments sit in your cupboard collecting dust.
If it’s not very you, you probably won’t wear it. So no point buying it at all.
Before buying anything, pause and ask a few practical questions:
How often will I realistically wear this?
What do I already own that it works with?
Does it actually fit my personal style?
Does it fit in my wardrobe, not just physically, but stylistically?
A good purchase isn’t just about the item itself it’s about how seamlessly it integrates into your existing wardrobe.
Learning your style can take a bit of time. This is very normal and you can expect it to change seasonally and with age. But the fundamentals of your style shouldn’t really change.
It’s not about what’s fashionable, it’s about wearing what makes you feel good and what YOU think looks good on. Don’t worry about what Kim K is wearing – she’s paid the big bucks by brands to wear it.
It’s hard to pinpoint many celebrities style because they are either dressed by a stylist or are dressed by brands.
Don’t let this be you. There’s no bigger compliment than when you’re wearing something and someone says its “very you”.
Final thought
Being a more conscious consumer isn’t about perfection or strict rules. It’s about asking better questions and making more informed decisions over time.
You don’t need to overhaul everything overnight. Just start paying attention to the details that are easy to overlook.
Ultimately, the best wardrobe isn’t the most expensive or the most “ethical” on paper, it’s the one you actually wear.