ABOUT US
Considered fashion, chosen with intention.
Why we exist
Finding well-designed fashion made with natural materials shouldn’t feel complicated — yet it often does. Many brands prioritise speed and synthetics, while others focus so heavily on sustainability messaging that style and wearability are left behind. Somewhere in between, there are brands creating beautiful pieces with care, quality, and intention - but they’re not always easy to come across.
The Conscious 50 exists to bring those brands into focus. Our starting point is simple: clothing should be made primarily from natural fibres. We prioritise brands that build their collections around materials like cotton, linen, wool, silk, and leather, while limiting synthetic use and clearly disclosing where it appears. Style matters just as much as composition - because pieces worth wearing should also be worth keeping.
Each month, we research fashion and accessory brands using publicly available information and curate a considered edit of 50 brands that reflect this approach. The aim isn’t to present perfection or pass judgement, but to offer transparency and discovery - spotlighting smaller brands doing thoughtful work, and giving you the information you need to decide what aligns with your taste and values.
Your essential guide to fashion worth wearing. We curate 50 brands each month that are as stylish as they are sustainable - so you don't have to question what you buy.
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