Making sense of sustainable fashion.

I've spent the past 17 years in the fashion industry. I've always been aware of its environmental impact, but when I started looking for ways to make better choices myself, I realized how difficult it was to know where to begin.

I found myself in stores labeled as sustainable, looking at garments made with synthetic fibers and materials I had questions about. At the same time, I was discovering organic cotton in fast-fashion collections. It was confusing. Greenwashing was everywhere, and it wasn't always easy to tell what was genuinely better.

I kept coming back to the same questions: What should I look for? How can I tell what's actually better? And how do I make sense of it all when the answers are rarely black and white?

The more I looked, the more I realized that the information I needed was often scattered, incomplete or difficult to understand. Sustainability isn't a simple label. Understanding a garment's impact means looking beyond a single claim or its main fiber and considering the bigger picture, from how raw materials are grown or sourced to how a garment is processed and made.

After a year of working on other projects using AI, I decided to put that technology to a different use: helping answer the questions I'd been asking all along.

That's how Fiber First Fashion (FFF) was born.

A clearer way to explore fashion

FFF brings together brands, collections, fibers and certifications in one place, helping you discover what's available and understand more about what goes into the clothes you wear.

You'll find brands focused on more sustainable practices, alongside selected collections from larger and fast-fashion brands. Because better choices aren't always found where you'd expect them, and understanding the details matters more than a label alone.

We bring together the information we can find about each brand and its catalogued products, helping you distinguish between what is supported by evidence, what a brand claims and what remains unconfirmed. Our Brand Rating and Fiber Score make that information easier to navigate and compare against our published criteria.

FFF isn't here to tell you what to buy. It's here to make information easier to find, understand and use, so you can make your own decisions with greater clarity.

Discover fashion by fiber

Explore clothing through its fiber composition and discover brands and collections that meet our fiber criteria. We look into the brands, bring relevant information together and link you directly to their own websites when you're ready to shop.

We don't set the prices. When you buy directly from a brand through FFF, you pay the price offered by that brand.

How we rate

Every brand receives a score from 0 to 100, based on the fiber composition of its catalogued products and certifications we can match to public registries. Our criteria are published, so you can understand what contributes to a score and why.

Fiber composition matters. We look at the bigger picture, from how raw materials are grown or sourced to how fibers are processed and garments are made.