Q. So what you’re saying is that wearing labels on HowBigIsYourEco makes us perfect consumers…

Well, no… if we wanted to be perfect consumers, we wouldn’t consume at all. But we do, so the idea is to tell you about the smart things many labels do when they design, make or distribute their clothes. Read all about it and hopefully their philosophies and actions will resonate with you.

Q. A label is missing a particular Eco Factor, should I blacklist them?

Not at all. Many designers would be as carbon neutral and all-natural as a rainforest if they could, but sustainable resources are often hard to find or cripplingly expensive. We’re not here to point the finger. Many young designers tell HowBigIsYourEco that as they become more established (read: have more money) they’ll have the freedom to big up their eco, as it were. We advocate the survival of the Australian and New Zealand fashion industry as well as the planet. Don’t judge them, support them.

Q. I know a great eco-ethical label but it’s not on here?

Hopefully we’re talking to them right now about joining the directory, but just in case we’re not, tell us.

Q. How do you decide who gets what Eco Factor?

Simple. We’ve interviewed every label here and from that information we set the individual Eco Factors. Please use these as a guide only. Things like Fabric Factor and Factory Factor are pretty easy to quantify. Carbon and Packaging Factors are a little more difficult because they involve many elements (shipping, merchandising, travel, etc). Incidentally, any philanthropic activity gets a full Care Factor—who’s to say someone who donates to charity is more or less generous than someone who gives their time to mentor young talent?

Q. Can I shop at HowBigIsYourEco?

Sadly, not at the moment. It is certainly something we’d love to offer in the future. Let us know if it’s a feature you’d be interested in.

Q. Anything else I should know?

If you really want to eco-fy your wardrobe, there are plenty of things to think about. The life of a garment, for instance—look for pieces that are well made and will still look great in years to come. Know that organic cotton is better than standard cotton, but that cotton is a very water-intensive fabric. Consider that a sustainable fabric that includes a synthetic blend will include non-sustainable elements. That’s for starters… educate and inform yourself and always feel free to debate such issues on HowBigIsYourEco.