Once upon a time, slow fashion meant exclusively buying from independent sellers and wearing hemp clothing that clung to you like a sack. Now, the best sustainable clothing brands are integrating ethical practices so fluidly that you wouldn’t even know that the piece is good for the environment, save for recognising the plush feeling of organic cotton on your skin and their pride in communicating these procedures.
Sustainable fashion is one of those phrases that gets tossed around a lot. To some, shopping second-hand, be it at charity shops or on leading resale platforms like Vestiaire and The RealReal, is a way to shop consciously by keeping pre-loved pieces in circulation and away from landfills. To others, it’s about buying less and investing mindfully, such as splurging on a leather jacket that will last them a lifetime rather than purchasing a new coat season after season.
Whatever your personal philosophy, the litany of sustainable fashion brands that bring new meaning to the phrase stylish integrity makes building a well-edited and eco-friendly wardrobe incredibly easy. These are labels that consider their impact on the planet through every stage of production, from the fibres they use to the factories where they manufacture their garments and the materials they’re packaged in to end up on your front door.
Some even go so far as to contemplate the full lifespan of their clothing, offering programs that allow you to trade in items that no longer serve you in exchange for store credit, only to then recycle those fabrics to be used elsewhere in their designs.
That is to say, it’s no longer feasible to claim that being sustainable isn’t feasible, or fashionable for that matter. There are countless sustainable fashion brands that do it well and make you look good whilst doing it, setting the benchmark for what transparency and circularity should be.
Ahead, Who What Wear UK has compiled a guide to the best sustainable clothing brands to shop from. From sun-kissed brands making beautiful dresses from upcycled garments to lingerie brands that have omitted the use of plastic altogether, keep scrolling through to see our editor’s favourites.
The 12 Best Sustainable Fashion Brands to Shop in 2026
1. Reformation
Style Notes: Reformation is like catnip for cool girls, so it’s no wonder that they’ve helped prove that sustainable fashion brands need to ignore trends or a demand for looking chic when producing ethically. By 2030, the brand pledges to source fabrics from deadstock, recycled, and next-generation materials (a.k.a not-virgin), use suppliers with recycling solutions and continue to disclose all fibres used in a garment.
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2. St. Agni
Style Notes: Born as a design studio in Byron Bay and with outposts across Sydney and New York, St. Agni’s proximity to scintillating coastlines and industrial cosmopolitan centres has forged its commitment to sustainability. Balancing effortless design with a discerning minimalism underscored with a ‘90s sensibility, their pieces are both architectural and fluid, underwritten by a core belief to use considered materials that are gentle on the environment and uphold a recognised certification.
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3. Chloé
Style Notes: As a luxury fashion brand, it’s incredibly refreshing to see a brand sitting in the upper echelons of the industry take sustainability so seriously in its design philosophy. Operating as a Société à Mission, or a mission-driven company, Chloé applies responsible environmental and social practices throughout its operations, including utilising a fair supply chain when sourcing and creating lasting products with lower environmental impact. These principles harken back to the brand’s inception by Gaby Aghion in Paris in 1952, with her revolutionary commitment to feminine and romantic fashion continued today through every lace-trim camisole and tiered ruffle dress.
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4. Dôen
Style Notes: Hailing from the dreamy coastline of California, Dôen has become synonymous with antique-inspired pieces that conjure up a dreamlike quality. Think: wafty babydoll dresses decorated with lace trim, pastel ribbons, ditsy florals and flirty hemlines. With a decade under their belt, Dôen has ramped up their sustainability commitments in recent years, including announcing a roadmap that pursues an aggressive carbon reduction strategy and establishes use of lower-impact materials.
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5. Flore Flore
Style Notes: Over the past year, Amsterdam-based brand Flore Flore has dominated the cultural zeitgeist, serving as the preeminent destination for contemporary cotton basics that are anything but boring. With an exceptional colour palette ranging from royal purples to bright tomato reds, these pieces serve as the foundation for a cool wardrobe rooted in care and comfort. Behind the subtle elevation, must-have credo and understated quality, there is a genuine passion for sustainability. Flore Flore’s essential styles are produced in a family-owned Portuguese factory run by a mother-daughter duo, whilst shirting fabrics are sourced from Albini, the renowned textile house in Bergamo, Italy. Furthermore, they contribute 1% of annual sales to non-profit organisation the Women’s Earth Alliance, which is dedicated to protecting our planet through female-led environmental initiatives that transform communities.
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6. Fruity Booty
Style Notes: They say that being naked is the most sustainable option, and London-based lingerie, swimwear and clothing brand Fruity Booty is honouring that adage through every layer of undress. Led by a small group of impeccably dressed and artistically inclined women, including co-creative directors and sisters Rio and Jazz Mignone, everything from their highlighter-toned bras and softly muted baby tees is designed consciously. “As vintage or second-hand underwear isn’t for everyone, it is our goal to be the next best alternative, “ the brand explains. With initiatives that minimise carbon emissions and their overall footprint, reduce wastage through a zero single-use plastic policy and priority for producing with surplus fabrics and materials which would otherwise have gone to landfill, it’s safe to say that this objective is being fully realised.
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7. Faithfull
Style Notes: Based between Bali and Australia, Faithfull delivers romantic and nostalgic pieces dictated by a never-ending lust for a summer holiday. Each collection is inspired by a specific place, be it an artistic retreat nestled into the Aegean Sea or a colourful city that prioritises a slower pace of life. On that latter point, each of Faithfull's pieces is made consciously and with consideration for people and planet. With a B Corp certification, Faithfull had to undergo rigorous testing and evaluation to ensure it upholds standards across several pillars of its business, including employees, environment and community. From implementing new end-of-life strategies to account for the full lifecycle of each product to using certified fabrications and fibres with lower environmental impact, these are pieces that you can be proud to pack with you.
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8. Matteau
Style Notes: Longevity is at the heart of everything Matteau does, from capturing that essence of that blissful European summer vacation with a beautiful dress that will always transport you there each time you wear it, to swimwear that won’t give up on you after one summer. Predominantly produced in Australia, the brand prioritises materials from regenerative, organic, renewable and recycled sources and aims to completely trace their supply chain with a goal to achieve full visibility of their materials and components.
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9. Friends With Frank
Style Notes: Hailing from Melbourne, Friends With Frank offers wardrobe staples that are endlessly covetable, but never predictable. Through clean-cut shapes and unexpected textures, the brand creates a dialogue with clothing that elevates your existing pieces, whilst injecting a sense of thoughtfulness. Made for the modern woman, the brand prioritises bio-degradable fabrics and places small, carefully sized production runs to minimise over-consumption and waste.
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10. Almada the Label
Style Notes: In search of meaningful classics, Finnish fashion brand Almada the Label offers up a solution with icy white coats, rich and sumptuous black leathers and slinky silhouettes that cocoon the body. With a seasonless approach to design, these items are truly timeless in the sense that they offer a respite from a hypersonic trend cycle and can be styled again and again for eternity. Recently, they made their runway debut at Copenhagen Fashion Week, which requires every designer on the schedule to commit to a series of sustainability pledges in order to show.
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11. Rixo
Style Notes: Infused with a spirit that recalls the halcyon days of the ‘70s, Rixo operates with the view that their pieces are made to be future heirlooms. With a belief that these items will one day become future vintage, the brand ensures that all materials sourced possess a timeless quality and limits production runs to cement the fact that every style—from the new must-have embroidered coat to its signature slinky dresses—is seen as a true keepsake.
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12. Hai
Style Notes: Established in 2018 by Tessa Vermeulen, London-based womenswear brand Hai champions natural fabrics and timeless design classics. What began as an attempt to shift the perception of silk away from something exclusively used for special occasions into something more suited for the everyday, the brand found rhythm in creating premium pieces that subvert the idea of mundanity. From taffeta cropped pants to dupion shirts, every item is produced in small quantities in China in the heart of the historical silk-producing city of Suzhou whilst utilising the most sustainable methods of production on offer.
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