A steadily growing cohort of ‘clean’ fashion brands is challenging the chemistry of our clothing.

“People have detoxed their cleaning products, detoxed their beauty products, detoxed their cookware, and are now turning their attention to their wardrobes,” says Amanda McCourt, co-founder of UK-based brand Not Basics, which she launched in 2024 with her sister Katie after developing allergies to synthetic clothing. “I think that we’ve all been very distracted by the fact that our food is wrapped in plastic. We forget that we are as well.”

Other brands in the clean fashion space include Cottonique, Pact, Mate the Label and Everlane, which in June this year launched its Clean Luxury campaign, promising that the way it tests, designs and makes its clothes is “better for you”. Such brands are

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