But what does it really mean to shop sustainably? And what are the steps to find a wool coat that is beautiful, high-quality, and above all, ethical? Today, simply stopping at a label that says “100% wool” is not enough. Sustainability is a complex concept that includes not only the choice of materials but also the production chain, the economic and social impact of the product, and finally, its ultimate destination. In this guide, we will explore how to make informed and responsible choices when purchasing a wool coat.
The guide to finding a true “gentleman” coat
1. Know Your Product: Materials and Composition
A high-quality wool coat is an investment. That’s why it’s essential to pay close attention to the composition of the materials. Reading the label is the first step, but it’s not always enough:
Verify the percentage of wool. Many coats claim to be “wool” but actually contain only a small percentage of natural material, blended with synthetic fibers like polyester or acrylic.
Ask brands or manufacturers questions. Don’t hesitate to inquire: Where does the wool come from? Is it certified (e.g., Woolmark or GOTS for organic wool)? Reputable brands are often transparent about this information.
2. The Production Chain: Beyond Raw Materials
Sustainability doesn’t stop at the choice of materials. Environmental, economic, and social responsibility applies to every stage of the production process:
Environmental impact. Look into the brand’s practices to minimize pollution during manufacturing. This includes using natural dyes or low-impact chemicals and conserving energy.
Short production chains. Favor brands that produce locally or offer full product traceability. This helps reduce the carbon footprint associated with transportation.
Responsible production. Ask whether the coat was produced under fair working conditions and whether workers were adequately compensated.
3. Deadstock and Reclaimed Materials
Many small brands or independent designers use stock fabrics (deadstock), which are leftover materials from other productions. This practice has both advantages and disadvantages:
Pros: Using existing fabrics prevents waste and reduces the demand for new resources.
Cons: Many deadstock fabrics are synthetic, and while they offer a temporary sustainable solution, they may not always be the best choice from an environmental perspective.
If you choose to buy a coat made with deadstock materials, check the fabric composition and consider the product’s long-term impact.
4. Design and Longevity: Thinking About the Product’s End
A sustainable wool coat must be designed to last over time, both in quality and style. Here’s what to evaluate:
Timeless design. Choose a classic model that can be worn for years without going out of style.
End of life. Opt for garments that can be easily repaired, recycled, or composted. Natural materials like pure wool decompose more easily than synthetics.
Artisanal quality. Look for coats that are carefully crafted, with sturdy stitching and well-finished details.
5. The Role of the Consumer: Sustainability Is a Shared Responsibility
Buying a sustainable wool coat is not just about choice; it’s about responsibility. As consumers, we have the duty to:
Educate and raise awareness. Share the knowledge you’ve gained about sustainable fashion and encourage those around you to make conscious purchases.
Support ethical brands. Reward producers who demonstrate transparency and responsibility with your purchases.
Buy less, but better. A good coat is an investment worth making. Avoid buying cheap, low-quality items that will quickly end up in landfills.
Finding a 100% sustainable wool coat is a challenge, but it’s not impossible. As you can see, by following small but essential steps, such as knowing the materials, asking questions about the production chain, evaluating the brand’s practices, and thinking long-term, you can make informed decisions. Remember, sustainability is a comprehensive approach that includes environmental, social and economic responsibility. Every purchase we make is a declaration of values. Let’s make sure it’s the right one.
Today, many brands also offer installment payment options, making it easier to invest long-term. A good coat is an item that you will always use and as Orsola de Castro says in her book: “The clothes you love live a long time”.