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The fashion industry stands at a crossroads, and Australian and New Zealand consumers are leading the charge toward more sustainable, ethical practices. As awareness grows about the environmental and social impact of our clothing choices, shoppers across both nations are increasingly seeking out brands and practices that align with their values.
This comprehensive guide explores what sustainable fashion means for Australians and Kiwis, highlights some lingerie brands making a difference, and provides actionable tips for building a wardrobe that looks good and does good.
Understanding Sustainable Fashion in Australia & NZ
Sustainable fashion encompasses far more than just organic cotton or recycled materials. It means considering the entire lifecycle of a garment: from the resources used in production, to the conditions of workers who make it, to how long the item will last, and ultimately what happens when it reaches the end of its life.
In our region, sustainable fashion takes on particular significance given our proximity to the Pacific and our vulnerability to climate change impacts. Both countries have strong agricultural traditions and deep connections to the land, making environmental stewardship feel particularly urgent and personal. The concept of kaitiakitanga in Māori culture, which emphasises guardianship and protection of the environment, resonates deeply with sustainable fashion principles.
Key pillars of sustainable fashion include ethical production practices that ensure fair wages and safe working conditions, environmental responsibility through reduced water usage, lower carbon emissions, and minimal chemical use, longevity and quality with garments designed to last years rather than seasons, circular fashion principles that keep materials in use and out of landfills, and transparency from brands about their supply chains and manufacturing processes.
The good news is that consumers in both countries are already among the most environmentally-conscious in the world. We're recycling at higher rates, reducing single-use plastics, and increasingly applying these same principles to our fashion choices.
Building Your Sustainable Wardrobe: Practical Tips
Transitioning to a more sustainable wardrobe doesn't require throwing out everything you own and starting fresh (that would actually be quite unsustainable). Instead, it's about making more conscious choices moving forward.
Start with a Wardrobe Audit
Begin by taking stock of what you already own. Sort items into categories: love and wear regularly, like but rarely wear, and never wear. This process helps you identify your actual style preferences versus aspirational pieces that clutter your closet. Understanding what you truly wear informs smarter future purchases.
For items you never wear, consider whether alterations could make them wearable, if they could be donated or consigned, or if they're too damaged and should be recycled through textile programs. Many councils in Australia and NZ now offer textile recycling bins specifically for this purpose.
Embrace the "Cost Per Wear" Mentality
Sustainable fashion often carries higher upfront costs because ethical production and quality materials require proper investment. However, these pieces are often better-made and hence last longer, and when you calculate cost per wear over the garment's lifetime, you may find they prove far more economical than fast fashion.
A high-quality $150 bra worn three times weekly for five years costs just 19.5 cents per wear. Compare that to a $40 bra worn twenty times before, say, the cheap elastic band loses its stretch and no longer fits right, costing $2 per wear. This shift in thinking helps justify investment in pieces that truly last.
Prioritise Natural and Organic Fibres
When shopping, look for natural fibres such as organic cotton, silk, bamboo, linen, hemp and wool. These materials are biodegradable, often require fewer chemicals in production, and can last longer than some synthetic alternatives if cared for correctly. In Australia and New Zealand's climates, natural fibres also offer superior breathability and comfort.
Merino wool deserves special mention as both countries produce this exceptional fibre. It's naturally antibacterial, temperature-regulating and incredibly durable. Supporting local merino production reduces transportation emissions while maintaining high animal welfare standards.
Master the Art of Care and Repair
Extending the life of clothes you already own is the most sustainable action you can take. Wash items less frequently and using cooler temperatures, which saves energy and reduces wear. Air dry when possible, as dryers are harsh on fabrics and energy-intensive.
It also pays to learn basic repairs such as fixing a loose button or replacing a broken strap. Many communities offer repair cafes or workshops teaching these valuable skills. When professional repairs are needed, seek out local tailors rather than replacing items.
Choose Quality Over Quantity
Adopt a "buy less, choose well" philosophy. Before purchasing, ask yourself: Will I wear this at least 30 times? Does it work with multiple items already in my wardrobe? Is it well-made enough to last several years? Can I justify the environmental cost of producing this item?
Building a capsule wardrobe of versatile, high-quality pieces reduces decision fatigue while ensuring everything you own gets worn regularly. This approach also makes packing for travel infinitely easier.
Sustainable Lingerie Essentials
Lingerie represents a category where sustainable choices matter tremendously yet are often overlooked. These are pieces worn closest to your skin, making material quality and safety particularly important.
What to Look for in Sustainable Lingerie
When selecting bras and underwear, prioritise brands committed to ethical manufacturing, quality construction and safe dyes. Look for OEKO-TEX certifications, which means the garment is free from harmful chemicals.
Love cotton? Aim to choose pieces made with organic cotton, which eliminates pesticide exposure for farmers and reduces chemical use. Many conventional cotton farming practices are water-intensive and chemical-heavy, making organic alternatives significantly better for the environment.
Consider brands using recycled materials, particularly recycled nylon and polyester made from post-consumer waste such as fishing nets and plastic bottles. This gives new life to existing materials while reducing demand for virgin resources.
Sustainable Lingerie Brands to Know
Quality construction in lingerie means proper support, reinforced stitching and materials that maintain their shape and elasticity over time. A well-made bra should last 12+ months with proper care, while many fast-fashion alternatives fail after just weeks.
Here are some of the brands to check out at Style Gallery:
Sans Complexe lingerie is 100% OEKO-TEX Standard 100 certified. That means that no matter which piece catches your eye, you can be sure it doesn’t contain any harmful chemicals.
Shock Absorber creates sports bras designed for high-impact activities with durability that withstands repeated washing and intense use. Their focus on truly solid support means pieces perform well throughout their lifespan.
Royce Lingerie specialises in comfortable, well-constructed intimate apparel with a focus on quality materials, and they’re gradually switching over a growing percentage of their range to recycled or natural and organic fabrics. Their bras are designed for real life, prioritising comfort and longevity over fleeting trends.
Natori brings luxury and quality together with attention to detail in every piece. They exclusively work with OEKO-TEX Standard 100-certified suppliers, and their focus on premium materials and expert construction creates intimate apparel that feels special while lasting significantly longer than fast-fashion alternatives.
Naturana combines European quality standards with practical design, creating foundational pieces built to last. Their commitment to proper fit and construction means investing in pieces that serve you well for extended periods. Their Thursday and Friday ranges incorporate Global Recycled Standard (GRS) certified fabrics.
Passionata incorporates recycled materials into a wide range of its products. Check the product descriptions for information, such as the “Produced with at least 30% recycled content” note on the Suzy bra.
Caring for Your Lingerie
Proper care dramatically extends the life of intimate apparel. Always hand wash bras in cold water using gentle, eco-friendly detergent, or use a mesh bag for machine washing on delicate cycles. Never put bras in the dryer, as heat breaks down elastic fibres. Instead, lay flat or hang to air dry.
Rotate bras rather than wearing the same one daily, allowing the elastic to recover between wears. Store moulded bras properly by stacking them flat or hanging by the centre front rather than folding cups into each other, which distorts their shape.
Also Read: Learn more about extending the lifespan of your bras here.
Secondhand, Vintage, Rentals and Recycling
The most sustainable garment is one that already exists. Secondhand shopping in Australia and New Zealand has evolved far beyond dusty op shops, with curated vintage stores, online marketplaces and designer consignment offering quality pieces at fraction-of-retail prices.
There are platforms offering rental for special occasion pieces, eliminating the need to purchase items you'll wear once. And Local Buy Nothing groups and Facebook Marketplace facilitate clothing swaps within communities.
For lingerie and intimate apparel, where you may prefer to always purchase new due to hygiene, you can still ensure your unwanted pieces are either donated (in the case of good-condition bras that no longer fit) or sent off to a textile recycling program, rather than to landfill.
The Role of Activism and Advocacy
Supporting sustainable fashion extends beyond individual purchasing decisions. Advocate for better industry practices by engaging with brands on social media, asking about their sustainability initiatives, and demanding transparency. Support legislation requiring supply chain transparency and environmental accountability.
Join or support organisations such as Fashion Revolution, which campaigns for greater transparency in the fashion industry and runs Fashion Revolution Week, which encourages consumers to ask brands "Who made my clothes?".
Share your sustainable fashion journey on social media, not to virtue signal but to normalise conscious consumption and inspire others. The more visible sustainable choices become, the more accessible and mainstream they feel to those just beginning their journey.
Moving Forward Together
Sustainable fashion in Australia and New Zealand represents more than a trend; it's a fundamental shift in how we think about clothing, consumption and our impact on the planet. While individual choices matter, collective action creates systemic change.
Start where you are. You don't need to be perfect; you need to be conscious and committed to gradual improvement. Every sustainable choice matters, whether it's wearing what you own more often, investing in one quality piece over several cheap alternatives, or supporting brands aligned with your values.
The future of fashion in our region looks bright, with innovative brands, engaged consumers and growing infrastructure supporting circular fashion. By making informed choices, supporting ethical brands and caring for what we own, we contribute to an industry that respects both people and planet while still expressing personal style and creativity.
Together, Australian and New Zealand consumers can prove that sustainable fashion isn't a sacrifice but an enhancement, creating wardrobes that tell stories we're proud to share and leave legacies we're comfortable passing on to future generations.
