How to Choose Truly Sustainable Fabrics (and Avoid Greenwashing)

1. Understand the Full Lifecycle of the Fabric

Sustainability goes beyond the raw material. A truly sustainable fabric should have a low impact at every stage:

• Farming/Growing – Was it grown using minimal water, pesticides, or chemical fertilizers? (E.g., organic cotton, hemp, linen)

• Processing & Dyeing – Were chemicals used? Were the wastewater and effluents treated responsibly?

• Transport & Carbon Footprint – Is it locally sourced or flown halfway across the world?

• End of Life – Is it biodegradable or recyclable?

📌 Tip: Ask suppliers about their processes — not just what the fabric is, but how it's made.

2. Natural Doesn’t Always Mean Sustainable

Words like “natural” can be misleading. While natural fibres are a great start, they’re not automatically sustainable.

• Conventional Cotton – Yes, it’s natural. But it’s also water-intensive and heavily pesticide-dependent unless it’s organic.

• Bamboo – Fast-growing, but often chemically processed into viscose using toxic solvents.

• Silk – Biodegradable, but energy- and labour-intensive.

✅ Better options:– Organic cotton– Hemp– Linen (especially if rain-fed and untreated)– Tencel™ (closed-loop production)

3. Look for Third-Party Certifications

Independent certifications help cut through the noise. Here are some of the most reliable:

• GOTS (Global Organic Textile Standard) – Covers organic farming, fair labour, and chemical processing.

• OEKO-TEX® Standard 100 – Ensures fabrics are tested for harmful substances.

• Fair Trade Certified – Guarantees fair wages and working conditions.

• Cradle to Cradle® – Focuses on circularity and environmental health.

📌 But remember: certifications are useful tools, not the only criteria. Smaller artisan-run mills may follow excellent practices but lack certification due to cost.

4. Ask These Questions to Vet a Supplier or Fabric Source

If you're sourcing for your brand, don’t hesitate to dig deeper. Ask your supplier:

• Where is the fibre grown and how is it processed?

• Are any chemical finishes used?

• Is the dyeing process natural, azo-free, or GOTS-compliant?

• Is the fabric biodegradable or compostable?

• Are artisans or workers involved in weaving paid fairly?

At Source Creative, we encourage transparency and are happy to walk clients through the story behind every fabric we supply.

5. Watch Out for Red Flags of Greenwashing

Be cautious if you see:

🚩 Vague phrases like “eco-friendly,” “green,” or “sustainable” with no backing data

🚩 No mention of certifications, process details, or fibre sources

🚩 Emphasis on packaging rather than product material

🚩 Misleading use of recycled synthetics as "sustainable" without clarity

6. Balance Idealism with Practicality

Not every small brand can afford certified fabrics or completely closed-loop systems. That’s okay. What matters is making informed choices and taking gradual steps — choosing better over perfect.

• Opt for low-MOQ deadstock or handloom fabrics

• Work with sourcing partners who value transparency

• Focus on timeless, durable design over fast fashion trends

Choosing with Intention

Sourcing sustainable fabrics is both an art and a science. It takes research, the right questions, and trusted partners. As a brand, you have the power to shape better industry standards — one fabric choice at a time.

Need help finding truly sustainable fabrics for your brand?

At Source Creative, we specialise in sourcing natural, artisan-made, and certified fabrics with transparency at every step. Reach out to us to learn more or request swatches.

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FAQs

What makes a fabric truly sustainable?

A fabric is truly sustainable when its entire lifecycle has a low environmental and social impact. This includes responsible farming or fibre production, low-impact processing and dyeing, reduced transport emissions, ethical labour practices, and the ability to biodegrade or be recycled at the end of its life.

Which fabrics are considered better sustainable options?

Better sustainable options include organic cotton fabric, hemp fabric, linen fabric (especially rain-fed and untreated), and fibres like Tencel produced through closed-loop systems. Handloom fabrics made with low-impact processes can also be strong sustainable choices.

How can brands verify if a fabric is genuinely sustainable?

Brands should ask fabric suppliers detailed questions about fibre origin, dyeing methods, chemical finishes, wastewater treatment, labour practices, and end-of-life options. Transparency is key, reliable suppliers should be able to explain how a fabric is made, not just what it is.

Are sustainability certifications mandatory when sourcing fabrics?

Certifications such as GOTS, OEKO-TEX®, Fair Trade, or Cradle to Cradle® are helpful indicators, but they are not the only measure of sustainability. Many artisan-run or small mills follow excellent ethical and environmental practices but may lack certifications due to cost barriers.

Can small or emerging brands source sustainable fabrics on a budget?

Yes, Sustainability doesn’t require perfection from day one. Brands can start by using low-MOQ deadstock, handloom fabrics, or working with transparent sourcing partners. Choosing durability, timeless design, and better materials is more impactful than chasing certifications alone.

Can brands request samples or swatches before finalizing fabrics?

Yes, Brands can request swatches to evaluate fabric quality, texture, and suitability for their collections before placing bulk orders, helping reduce waste and unnecessary sampling.