I shop online a lot — for myself, for shoots and for clients — so I’ve learned to spot the red flags of fast-practice fashion (the brands that prioritise speed and low cost over people and planet). Over the years I’ve turned those instincts into a simple checklist that helps me avoid impulse buys that won’t last, or that come with a worrying supply chain footprint. Here’s how I assess brands quickly, what to look for on product pages, and practical alternatives that keep my wardrobe stylish and kinder to the environment.
What I mean by "fast-practice" fashion
When I say fast-practice fashion, I mean brands or retailers that use ultra-fast production cycles, opaque supply chains and hyper-low prices to push constant newness. They might not call themselves “fast fashion” — sometimes they’re positioned as trendy, affordable or chameleon-like. The problem is the same: poor labour conditions, wasteful overproduction and garments designed to be disposable.
Quick signals I check on product pages
When I land on a product page, I run through a short mental checklist. If several of these are flagged, I’ll either keep scrolling or look for better options.
Material details: Is the fabric clearly stated (e.g. 100% organic cotton, 40% recycled polyester)? Vague descriptions like “mixed fibres” without percentages are suspicious.Country of manufacture: Transparent brands often list where items are made. If there’s no information, that’s a red flag.Price vs. quality cues: An intricate, lined coat that’s £25 is unrealistic. Fabrics, hardware descriptions and construction photos should match the price point.Production lead times: “Ships in 24 hours” for a garment that should take weeks to ethically produce is a clue the piece was made en masse.Small-batch or restock messaging: “Limited run” and honest pre-order options are far better than the constant “drop” culture used to fuel overconsumption.Return policies and repair information: Brands that encourage returns but don’t offer repairs or alterations often rely on high-return rates and disposable shopping habits.How I use brand and product research to inform choices
I always go beyond the product page. A few minutes researching a brand can tell you more than a polished homepage.
Search for supply chain transparency: Look for an ethical policy, a supplier list or factory audits. Brands like Patagonia and Eileen Fisher publish robust information; smaller independent labels may at least explain their sourcing and makers.Read reviews and look for repeat photos: Customer photos on reviews can reveal fabric texture and fit that polished product images hide. If the product looks cheap in real-life photos, that’s instructive.Check media and watchdog reports: A quick search for “brand name + labour conditions” or “brand name + sustainability” often highlights problematic practices.Watch for unrealistic marketing language: Words like “eco” or “sustainable” without explanation can be greenwashing. Prefer specific claims: “GOTS certified organic cotton” or “OEKO-TEX certified dyes”.Examples of common warning signs and what they mean
| Warning sign | What it often indicates |
| Extreme low prices for complex garments | Likely low-cost labour and low-quality materials |
| No information on where garments are made | Opaque supply chain — higher chance of unethical production |
| Constant multiple new drops each week | Designed to encourage overconsumption and excess production |
| Vague sustainability claims | Possible greenwashing — ask for certifiable proof |
| Large-scale discounts and returns management | Business model built on rapid turnover, not longevity |
Brands you might recognise and how I treat them
I’ll be frank: there are huge differences within the high-street and online market. Brands like Zara, Shein and some fast online-only labels are often linked to the rapid churn and environmental impacts associated with fast fashion. But not every product from a mainstream retailer is the same — some have begun small sustainability initiatives. I evaluate each product by the checklist above rather than writing off entire retailers immediately.
Search terms and browser tricks I use
Some practical searches and techniques save me time:
“Brand name + factory list” — reveals transparency efforts.“Brand name + sustainability report” — look for downloadable PDFs with measurable targets.Use the browser’s image search on product photos — sometimes the same image is used across multiple cheaper listings.Set filters for materials (e.g. “linen”, “organic cotton”, “recycled”) and avoid terms like “100% polyester” when looking for longevity and breathability.What I buy instead and why
I favour a few clear strategies when I shop online:
Buy classic, well-made basics: A plain shirt, a good pair of jeans, or a tailored blazer are worth more research — think fit and fabric over flash.Support transparent brands: Independent makers, heritage brands and certified sustainable labels usually share production stories and are honest about trade-offs.Second-hand and vintage: Platforms like Depop, Vinted, eBay or local charity shops are my go-to for unique finds and classic pieces.Repair and tailor: Rather than buying multiple cheap alternatives, I invest in a good tailor and learn simple repairs. A small hem or a new button can keep a favourite item in rotation for years.How to balance budget with responsibility
Not everyone can or wants to spend a lot on every purchase — I get that. Here are ways I keep costs down without funding bad actors:
Shop sales from reputable brands rather than full-price from unknown fast-practice labels.Prioritise the items you wear most — invest in those and be thriftier with trendier pieces.Consider clothing swaps with friends or community groups — it’s free and fun.Set a simple rule: if you won’t wear it at least 30 times, skip the buy. It filters impulse purchases effectively.Signals that a brand is worth trusting
When a brand ticks these boxes, I feel confident supporting them:
Clear material and manufacturing information.Third-party certifications (GOTS, Fair Trade, OEKO-TEX) where applicable.Longer-term focus: repair services, buy-back schemes, or transparent recycling programmes.Honest pricing that reflects quality rather than constant discounting.Shopping online doesn’t have to be a moral minefield. With a few minutes of detective work and a simple checklist I return from my browser with pieces that last, that I love wearing, and that make me feel good long after the initial click. If you want, I can share a printable version of my “fast-practice” checklist or highlight a few reliable brands and marketplaces I frequently use — just tell me what style or item you’re hunting for.
