So I’m sitting here trying to film a TikTok about this outfit I’m wearing, and my ring light just died. Classic. But honestly, the outfit looks so good I might just use natural lighting because sometimes the universe is telling you something, you know?
The whole look cost me like $110 total, which sounds reasonable until you realize I spent three hours researching the brands beforehand because I’m that person now. The one who reads about supply chains for fun and has strong opinions about organic cotton certifications. My friends think I’ve lost it, but whatever – someone has to figure out how to look cute without supporting terrible companies or spending rent money on a single shirt.
This whole thing started because I was getting so frustrated with my options. Like, you want to be a good person and buy ethical fashion? Cool, hope you love spending $200 on a basic white tee that looks like it was designed by someone who thinks “fun” is a dirty word. Want something that doesn’t look like you’re cosplaying as a wellness blogger? Great, you can shop fast fashion and feel guilty every time you wear it, or drop serious cash on designer pieces that are probably made in the same factories anyway.
But lately I’ve been discovering these brands that somehow thread the needle – they’re not perfect, nothing is, but they’re actually trying to do better while making clothes that don’t scream “I only shop at farmers markets and have very serious thoughts about kombucha.”
The shirt I’m wearing is from Kotn, this Canadian brand that works directly with cotton farmers in Egypt. It’s $38, which is more than Forever 21 but way less than those luxury basics that cost more than my monthly phone bill. The fabric is insane – like, I’ve washed it probably fifteen times and it still looks new. No weird twisting or that thing where the seams migrate to random places on your body.
The pants are from Whimsy + Row, made in LA, and they’re $72. I know that sounds like a lot for pants, but hear me out – I’ve been wearing them constantly for like six months and they still look perfect. Compare that to the cheap versions I used to buy that would get weird after three washes, and suddenly the math makes sense.
What’s wild is how these brands are totally changing what “ethical fashion” looks like. Remember when sustainable clothing meant shapeless brown dresses and jewelry made from recycled bottle caps? Like, I appreciate the sentiment, but I also want to look hot sometimes, you know? These new companies figured out that you can care about workers and the environment while still making clothes people actually want to wear.
I’ve been testing tons of these brands for months now – my package situation has gotten so out of control that I had to start getting deliveries sent to the boutique because my apartment building’s mailroom was basically just a mountain of my orders. My manager thinks I have a shopping problem, but it’s research! Someone has to figure out which brands are actually good and which ones are just slapping “eco-friendly” on the same old stuff.
Christy Dawn is another one that’s been blowing my mind. They use deadstock fabrics, which means they’re taking leftover materials that would otherwise get thrown away and turning them into these dreamy dresses that look like something a cool girl would wear to an art gallery opening. Most pieces are $150-300, which isn’t cheap but it’s way less than similar vibes from bigger designers who don’t give a shit about sustainability.
For jeans, I’m obsessed with Nudie. They’re Swedish, everything’s organic cotton, and they’re like $200 which seems expensive until you realize they repair them for free forever. I already sent mine back once when I got a hole in the crotch – let’s normalize talking about crotch blowouts, it happens to everyone – and they came back basically like new.
The whole activewear situation was solved by Girlfriend Collective. Their leggings are made from recycled plastic bottles, they’re actually squat-proof unlike some very expensive brands I won’t name, and they’re around $80 which is reasonable for leggings that don’t become see-through the second you bend over. I’ve worn mine to probably fifty workout classes and they still look perfect.
What I love about all these brands is they’re not trying to be everything to everyone. They pick a few things to focus on – better materials, fair labor, less waste – and actually do them well instead of making vague claims about being “conscious” or whatever meaningless buzzword is trending.
Because let’s be real, greenwashing is everywhere. For every legitimate brand actually trying to do better, there are like twenty others slapping “eco” labels on fast fashion and hoping nobody notices. I’ve gotten pretty good at spotting the BS though. Real sustainable brands tell you specifics – like “70% organic cotton, 30% recycled polyester” instead of just “made with sustainable materials.” They show you their factories, they have actual certifications from third parties, not just badges they made up themselves.
The whole transparency thing is huge. These good brands will tell you exactly where everything is made, how much they pay workers, what their materials are. The sketchy ones use lots of vague language and stock photos of wheat fields or whatever is supposed to make you think “natural.”
I’m not saying everyone needs to completely overhaul their closet – that would actually be super wasteful. But when you do need new stuff, these middle-ground brands are such a better option than the usual choices. Like, the most sustainable thing is always wearing what you already have or shopping secondhand, but sometimes you need something specific and new.
My whole approach to shopping has changed because of this. Instead of buying five cheap black shirts that look terrible after a few washes, I got two really good ones that have lasted years. My closet is way less chaotic now, everything actually goes together, and I spend way less time standing in front of it feeling like I have nothing to wear.
The money thing took some adjusting. Like, spending $80 on pants felt insane at first, but when I think about how many $30 pairs I used to go through, it actually saves money. I started putting aside like $50 a month specifically for better clothes, and it adds up faster than you’d think.
Also, these brands actually have sales sometimes, unlike luxury stuff that stays full price forever. I follow them all on Instagram and get their emails – I made a separate folder so it doesn’t clog up my main inbox – and when they do like 30% off, that’s when I stock up.
The sizing situation is still not perfect with a lot of these brands, which is frustrating. They’re getting better but most still have pretty limited size ranges, which is something they really need to work on. And obviously even these “affordable” options aren’t accessible to everyone, which is a whole other conversation about how fucked up it is that ethical choices cost more.
But for people who can swing it, these brands feel like actual progress. They’re proving you don’t have to choose between looking good and not supporting terrible practices. My friend Sarah was so skeptical when I told her about this stuff – she was like “sustainable fashion is just expensive ugly clothes for rich people who want to feel superior.” But then she tried a few pieces and now she’s converted too.
The whole thing gives me hope that fashion might actually be changing. These brands are small now, but they’re growing, and hopefully that forces bigger companies to step up their game too. Like, if enough people start expecting transparency and better practices, maybe the whole industry will have to adapt.
I’m still not perfect at this – I still own fast fashion stuff from before I cared about any of this, and sometimes I buy trendy pieces for content that aren’t from the most ethical sources. But I’m trying to be more thoughtful about it, and these brands make that way easier than it used to be.
Anyway, I should probably try to film that TikTok before I lose the good light completely. But first I need to figure out how to explain to my followers that yes, this basic outfit cost over $100, but also why that’s actually reasonable when you think about cost per wear and not supporting exploitation. Maybe I’ll make it a series – “Why I spent $40 on a white t-shirt and why you should too.” Catchy, right?
Brooklyn’s a 24-year-old content creator from Austin who lives where fashion meets TikTok. She covers Gen Z trends, viral styles, and the messy reality of making fashion content for a living. Expect energy, honesty, and unapologetic fun.
