If you’ve ever looked at the marketing claims on a potential new favorite shirt or company website and wondered what the sustainability claims mean - you’re not alone. This confusion is literally why I switched careers to the footwear and apparel industry.

It’s been almost seven years and one of my big takeaways is - there is no magic, perfectly sustainable material. All materials take resources from the earth. They take differently, but they all take. The most sustainable item you can wear is something that is already in your closet or your friend’s closet. 

For footwear and apparel, almost all of the product’s environmental impact occurs in the supply chain. According to the Outdoor Industry Association, less than 3% of a product’s impact occurs after the product has left the final goods factory - this includes active product life and end of life. It sounds like I’m saying, as a consumer there is nothing you can do to reduce the impact of your closet - but it's the opposite actually. By focusing on extending the life of your products, you eliminate ALL the environmental impact it would take to create a new, replacement product. 

What does this look like in practice?

Buy only what you need. 

I grew up going to the mall with my girlfriends every Friday evening, shopping as a thing to do. The sheer volume of cheap clothes we had makes me cringe a little. I remember talking about how a given shirt would probably only last one night, but it was $5 so “worth it”. I do not believe this type of frivolity is happening with the next generation - thank goodness. As for me, when you know better, you do better. 

My new favorite shopping philosophy is #30wears. This campaign was started by Livia Firth and championed by Hermione Granger (just kidding, I know her muggle name is Emma Watson). The concept is before you buy anything consider if you will actually wear the item 30 times. It's a two-fold thought process. First, you need to question if the garment is appropriate for your lifestyle. Will you actually have the occasion to wear it 30 times? Second, you need to consider if the item is durable enough to last 30 wears; consider the material, the construction, and the product care involved. Is this garment actually going to survive 30 wears?

Rent or borrow when possible.

Pass on any items that fail the 30 wears question. If you need a garment for a special occasion, consider borrowing from a friend or renting. Just last month, I rented a beautiful dress from Rent the Runway for a wedding. I’ll write about that experience soon - spoiler alert: it was easy and cheaper than buying!

Embrace secondhand for everyday items.

This can mean secondhand shops, clothing swaps, or visiting your favorite brand’s recommerce site. This doesn’t negate my previous advice to only buy what you need. Still the most sustainable item is something already in your closet or your friend’s closet. The goal is not to double the size of your closet, rather to slowly increase the proportion of used items in your closet.

This is especially relevant for kids' clothes. My kids' clothes fall in two camps - worn to the point where I can't tell if they were originally a top or a bottom - or barely touched. Sharing those barely touched items is a godsend when it comes to the budget and reduces the environmental impact of buying new. 

Shop for durability and longevity.

When you have decided you will buy something you actually need and will wear, buy the highest quality item you can afford. This means consider the material durability, the craftsmanship, and the style - will they survive 30 wears? This does not mean spending a fortune on sustainability marketing claims. Rather, think about where you will wear the item and buy something that can withstand the intended purpose and environment. I avoid white clothing, because my kids will stain it. If a shirt feels flimsy on the hanger, it's probably not going to retain its shape after the washing machine. Are you really going to invest the time to handwash it? If a style is on trend, will it be on trend in 30 wears - will you still like it, if not?

Regarding materials specifically, there is a time and place for everything. I know people who refuse to wear plastic - this is fine. But a recycled polyester hiking jacket is more durable than a wool jacket. Both can keep you warm and dry, while hiking Half Dome - but one is gonna need to be babied a lot more. Are you really gonna do that? Or are you gonna accidentally ruin your wool jacket and need to replace it? Additionally, a recycled polyester jacket has a lower environmental impact during production than a wool jacket - and will last longer than a wool one. (This is not the case for virgin polyester, so check your labels.) Like I said, there is no magic material. Everything is a trade off, so think about your situation, read the care labels, consider what work you’re willing to do to take care of your stuff, and then shop accordingly. 

Take care of your items.

Look at the pocket in your favorite jeans - does it say something like “if it doesn’t smell, don’t wash it”? I’m seeing this everywhere and I’m here for it! This advice can apply to plenty of your clothing items. I mean - be reasonable - wash your clothes when they need washed. But if something doesn’t look or smell dirty, feel free to hang it back up. It saves on water, electricity, housework - and its better for your clothes.

When it's time for a wash, read the care labels - they’re there for a reason. 

Product care is not just about washing and drying practices. Product care also includes things like using proper hangers, brushing your wool coat, conditioning your leather boots or purses. Responsible brands will advise you on how to properly care for your items. This should be on the product care label and often on the company’s website.

And finally, repair - this is one of my favorite topics. Until I got into the industry, I really didn’t think cobblers still existed. The idea of getting your shoes resoled sounded like something my grandpa would do, but not something that was available to me. Turns out, most well-made shoes can be repaired. The outsole can be replaced, zippers can be replaced, the leather can be restored with proper conditioning (this can be done at home too). Well-made shoes are expensive, but they last for years, not seasons. 

Depending on the item, clothing can be repaired as well. Check with your favorite dry cleaner if they can mend a torn sweater or replace a bent zipper.

Remember - extending the life of a well-worn product saves all the resources that would be required to make a new product. 

Re-home gently used items. 

Social media is a bit obsessed with the closet cleanout and the clothing takeback industry is booming as a result. I have concerns that the idea of guilt-free donating your clothes is actually increasing the rate of consumption, as people purge and replace their closets more frequently. The problem is, the clothes that are being donated have to go somewhere and often they end up rotting on distant shores. 

If you are ready to part ways with an investment piece, look to resell it through consignment shops or online recommerce platforms. Many brands are actually hosting recommerce sites, which ensures product authenticity for the buyer and a better selling price for the seller.

For everyday items, look to rehome them locally. Look for clothing swaps in your area, or organize one yourself. For kids' items, consider gifting secondhand. I can’t tell you how many times I’ve gotten a wrapped, new gift for my kids birthday AND a bag of hand-me-downs. For cultural reasons, we’ve decided that gifts need to be purchased. Can we please normalize gifting like-new clothes, books, toys and other items?

Finally, before donating to a large organization that might send your clothes to unknown destinations, look for people in your community. Giving through programs like Buy Nothing or local homeless shelters, you can have a higher confidence that your items will continue to be used by someone who needs them.

Responsibly dispose of well-loved items.

All the steps previously described are intended to keep valuable materials in use as long as possible. When an item has been worn and loved beyond the point of usability, look for ways to give it a second life beyond your closet. Look for clothing recycling programs with your favorite brands or retailers. Your city may offer a specific clothing or textile recycling program or event (especially during April). You can also look at secondary uses - for example, old sheets and blankets can be donated to animal rescue centers. Finally, get creative - Pinterest is awash with ideas on how to downcycle items.

Just please keep in mind, just about everything we wear was made with someone's hands - yes it was probably sewn on a sewing machine, but someone's hands pushed that material through the machine. Pay respect to that work by only downcycling items that can truly no longer be worn or used by someone else.

December 11, 2025 | Chicago, IL

For more on understanding sustainability claims - check out the glossary