Checking fashion labels: 6 questions before you buy

Many brands describe themselves as responsible. Whether that's true isn't shown by the logo, but by the details behind it. With these six questions, you can assess in a few minutes before buying how much a brand really discloses.

1. Does it say what the piece is made of?

The fibre composition is mandatory in the EU and your simplest starting point. A good product page states the shares exactly, for example "70 % organic cotton, 30 % linen", and not just "with organic cotton". With blends, this shows you how high the share of the advertised material really is.

2. Which certificate applies, and to which product?

A label in the website footer doesn't mean every product is certified. Make sure the certificate is shown with the specific item. For GOTS products, you'll also find the certification body and a licence number that you can check in the public database. We explain what the common standards verify in the overview of GOTS, OCS, GRS, RCS and RWS. With us, the information is in the "Production" tab on the product page of each item.

3. Where exactly is it produced?

Does the brand name a country, a city, a facility? The more specific, the better you can ask questions and put it into context. The country of origin alone says little about how the work is done. You can read why in the guide What really matters about origin. For comparison: ORGANICATION produces in Izmir, Turkey.

4. Are the statements specific or just buzzwords?

Terms such as "eco-friendly", "green" or "sustainable" sound good, but say little without proof. That's why, with Directive (EU) 2024/825, the EU has banned general environmental claims without recognised proof. Sustainability labels must also be based on a certification scheme or be established by public authorities. For you, this means: a reputable brand names facts you can check, such as a material, a standard or a recycled content.

Another pointer: does a statement say what it refers to? "Made from recycled polyester" is different from "with recycled polyester". And "Fairtrade" is a protected label that only certified products may carry.

5. How good is the quality, and how do you care for the piece?

A garment you wear for a long time is usually a better choice than one that loses its shape after three washes. Look at the fabric weight, clean seams and clear care instructions. A brand that explains exactly how to wash and store its pieces expects you to wear them for a long time. You'll find tips in the care guide and on the Care instructions page.

6. Do you get an answer when you ask?

The simplest test: write to the brand. Ask where a particular piece was sewn or which certificate applies. A clear, specific answer is a good sign. Evasive wording or silence also tell you something.

The six questions as a checklist

1. Is the fibre composition stated with percentages?
2. Is the certificate shown with the specific product, and can it be verified?
3. Is the place of production specifically named?
4. Are the statements backed up rather than general?
5. Are the workmanship and care instructions right?
6. Does the brand answer questions openly?

You don't have to see all six points met perfectly. But the more questions a brand answers of its own accord, the better you can judge what you're buying.

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