10 questions you need to ask before buying a new item of clothing
Photo: Getty
The way we shop for clothes is changing. Many of us are currently trying to spend less, or less often, on fashion, making more informed shopping choices to do our bit for the planet, reducing landfill, environmental waste and items that are produced using unethical, cheap labour.
According to one report, 72% of consumers are aware of sustainable fashion concerns and make decisions based on a company's environmental impact, with 75% of Gen Z consumers saying they've purchased used clothing in the past to reduce their environmental impact; 68% of Vogue readers consider sustainability to be an important consideration when making fashion purchases, and 38% buy as much sustainable fashion as possible.
So, whether you’re buying new, or secondhand on platforms like Vinted or Depop, or in-person in a charity shop, this handy list of questions can save you wasting money, time and wardrobe space, not to mention buyer’s guilt and remorse.
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1. Is it my style?
This is a trickier question than it seems at first. What even is style? The Merriam-Webster dictionary defines style as “fashionable elegance,” or “beauty, grace, or ease of manner or technique.” People with their own style tend to look authentic and effortless. So, how do you define your own personal take on style?
Alexandra Fullerton, ex-fashion editor of Glamour and Stylist uses her own ‘3 words’ technique (see more at My3words.co) – a three-word styling method, which she calls “the quickest, most efficient way to save time and money and streamline your wardrobe.” You choose the words that define your style and Alex cuts through the online overwhelm on her site with expertly curated edits. Perhaps you’re ‘feminine, ‘rock chick’ or ‘minimal’? Having three words to guide you when shopping is a great tool to cut through the noise.
Fashion editor, author and stylist, Anna Cascarina on the other hand advocates for a style statement over a few words. Anna’s ‘Fashion Manifesto’ expands on a 3-word approach to turn 6 key words into a style statement that allows for a more detailed description of your style. Play around with a pen and a notebook and see what you come up with, it’ll help you define your look no end!
2. Will it fit me?
The best way to tell is to try it on in person of course, but many of us rarely get a chance to step inside an actual clothes shop these days and online shopping is our preference. So, check out the measurements, or email and ask for them, and know your vital stats. Ill-fitting clothes hardly ever look good, and it doesn’t matter what the label says, if you need to size up or down for the perfect fit, you do you!
Some brands have different sizing to others (Zara is notorious for sizing coming up small for instance) so you may need to try out a few sizes in the same design before you find the perfect fit. Hems can be taken up and waists cinched in – but be honest about whether you’ll actually get around to it. The best advice? Don’t buy something a bit small to slim into it later – this is no way to nurture a healthy body image. Meet yourself where you are at right now and your confidence will only grow.

3. Is the colour or pattern right?
Are you settling for a shade or design you’re unsure on because you can’t find your ideal style? You might be looking for the perfect eau de nil-coloured top to go with a rich pair of burgundy trousers but end up veering into cheap-looking mint shades as they’re easier to find. Or are you looking for a chequerboard patterned cardigan but can only find much more common checks?
Stick to your guns! Selling platforms like Vinted move fast with new items being added every minute of the day so hold out for your preferred colour or pattern to ensure it’s a keeper. Set up a saved search and be meticulous in your assessment when you’re searching for that made-for-you piece in the ideal shade or print.
4. Can I make 3 outfits out of it?
This is a great test for any fashion purchase. Essentially, you don’t want to be adding anything to your wardrobe that you need to then buy a whole new wardrobe for! If the item you’re eyeing up doesn’t go with anything you already own, consider letting it go. The pieces you’ll get the most wear from will already fit in seamlessly with your style.

5. Is the price right?
We often hear it said: “If you wouldn’t buy it full price, don’t buy it in the sale.” However, I beg to differ! Some designer or high-end brands are extortionately priced and buying in the sale or on a second-hand platform is the only way many of us will be able to afford that slice of luxury. Even then, it may be out of reach.
So, do your research – is there a dupe out there or a very similar piece that still feels like quality? On the flipside, think about how the item is made. If you’re lusting after a handmade piece, be prepared to spend more for the craftmanship – you’re buying a true one-off and supporting an artist.
6. Is the material good quality?
As with your food shopping, look at the label. Many brands now use organic cotton, which is grown without synthetic pesticides, herbicides, or the GM involvement used in standard cotton production, which reduces the environmental impact and promotes soil health while conserving water and minimising pollution. It’s also often softer and more breathable on your skin.
Similarly, look for GOTS certified garments – which are dyed using safe, low-impact colourants. Other natural materials offer an eco-alternative to fast fashion: hemp, linen, innovative options like recycled polyester, TENCEL (lyocell), and mycelium-based materials such as Mylo and MycoWorks that mimic leather.
Viscose's eco-friendliness is nuanced: while it's a semi-synthetic fabric made from natural wood pulp, the production process can be environmentally taxing. What you can do is look for sustainable viscose options instead like Lenzing's EcoVero. Companies that use deadstock fabrics are also doing their bit to help with waste in the fashion industry.

7. Do I have a space in my wardrobe for it?
By this I mean, is it different enough to the rest of your wardrobe? As well as a literal space issue. Say you’re tempted by a white shirt. How many do you already have and how is this one different? Can you sell or donate one to let this one in? A ‘one in, one out’ policy works wonders for many fashionistas!
A good way to slimline your wardrobe is to assess whether similar pieces do the same job in terms of colour, silhouette or heel height for instance.
A good way to slimline your wardrobe is to assess whether similar pieces do the same job in terms of colour, silhouette or heel height for instance. Then decide whether you need four pairs of barrel-leg trousers, or whether two pairs might suffice, which in turn could make getting dressed in the morning feel less overwhelming as you have fewer options.
8. Do I need it?
It’s a tough question as arguably we don’t really need much at all. Assess it like this: what does your life look like right now? Are you in a corporate office five days a week or does your week mostly consist of running around after a toddler? Do you go to a lot of fancy functions and/or spend a lot of time in the gym? Let the ratio of clothing in your wardrobe reflect the time you spend actually wearing it.
For instance, I currently work two days a week from home and have two boys aged under six. The bulk of my wardrobe is (what I like to call) elevated joggers, printed T-shirts and colourful sweatshirts, with a sweet capsule collection of casual dresses, jumpsuits and cardis. I have almost zero gym wear, heels (just two pairs of dressy shoes) or evening gowns.
That’s not to say I won’t invest in those in the future but it’s not part of my life right now, and by the time it is, I’ll likely be a different size or want a more fashionable option anyway. It will help your shopping habits no end to be realistic.

9. Is it a good investment?
When you spend your hard-earned cash on a piece of clothing, consider what the resale value of your item is. You can often sell popular brand names that have a higher price point for nearly as much as you bought it for, if you look after it well. It’s a win-win for everyone! You may want to spend less on items that you know you’ll wear to destruction and have no plans to part with.
10. Is it as ethical as it claims?
‘Greenwashing’, where a company makes misleading or false claims about their products being environmentally friendly or sustainable, is a very real thing.
Here are the tips from Plan A about how you can spot it when buying clothes:
1. Look for proof
A legitimate green claim should be backed by verifiable evidence. Companies should provide clear, accessible information about their environmental practices, such as third-party certifications, detailed reports, and transparent supply chain data. Be wary of claims that lack concrete proof or seem vague and unsupported.
2. Beware of vague language
Terms like "eco-friendly," "natural," or "green" are often used without clear definitions. These terms can be misleading if not backed by specific details about how the product or company meets these claims. For example, just because a product is labelled as "natural" does not necessarily mean it is environmentally friendly or safe.
3. Check for hidden trade-offs
Some companies highlight a single positive attribute of a product while ignoring other significant adverse impacts. For instance, a product might be marketed as being made from recycled materials, but the manufacturing process could still be highly polluting. Consider a product's total environmental impact, including its production, use, and disposal.

4. Assess consistency in sustainability efforts
A company genuinely committed to sustainability will have consistent practices across its operations. Consistent and transparent communication about sustainability efforts is a hallmark of genuine environmental responsibility.
5. Scrutinise marketing and imagery
Greenwashing often involves the use of misleading imagery and branding. Pictures of nature, green colours, and eco-friendly visuals can create an illusion of sustainability. However, these visuals do not necessarily reflect the company's actual practices.
6. Verify the company's overall commitment
Research the company’s overall environmental track record. A company genuinely committed to sustainability will have a comprehensive environmental policy, set measurable goals, and regularly report on its progress. Look for detailed sustainability reports that cover all aspects of their ecological impact.
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