Edition Nine: Better fashion, not faster fashion - why does using preferred materials build a better apparel business?

  Charlotte Batson  •  12 March 2026  •  5 minute read

Sustainability isn’t just a nice-to-have anymore. It’s expected and influences buying and business decisions. Clients care about where garments come from, how they’re made, and what happens when they’re discarded. They want to feel part of the solution, not the problem.

The needle is moving on circularity, durability and responsible supply chains – part of the product DNA, alongside performance, quality and finish. Decorators who can provide decorated apparel made from preferred materials gain a genuine commercial advantage. Responsibility sells.

What is a preferred material?

"A fiber or raw material that delivers consistently reduced impacts and increased benefits for climate, nature, and people against the conventional equivalent, through a holistic approach to transforming production systems." – Textile Exchange

Why should decorators understand and show certifications?

Cutting through the noise is key. Businesses and governments are cracking down on greenwashing. Credible certification now isn’t just valuable – it’s essential.

Examples include:

• GOTS (Global Organic Textile Standard) – verifies organic fibres and responsible production from field to finished garment.
• OEKO-TEX Standard 100 – confirms textiles are tested for harmful substances, assuring chemical safety and compliance (e.g., REACH).
• BCI (Better Cotton Initiative) – supports more sustainable cotton farming practices at scale.

Each certification tells a story and gives you something concrete to share with customers seeking more than words. They provide integrity, credibility, and proof of sustainability commitments.

Why are longer-lasting garments the real sustainable choice?

The most responsible garments are those that don’t need replacing. A cheap polo that falls apart after a few washes creates waste, costs your client money, and reflects poorly on your recommendation. A quality polo that holds its shape, colour and structure, wash after wash, is a much easier sell and a genuinely sustainable choice.

This is particularly true for workwear. Polos that withstand industrial laundering, maintain a smart look, and are built to last aren’t just better products – they’re more sustainable. Less waste, lower total cost, happier clients.

For more on high-performance polos, see Professional polos for decorators.

What are some sustainable apparel brands decorators can trust?

Brands are putting sustainability at the forefront of their values, giving you responsible products to offer.

Stanley/Stella uses GOTS-certified organic cotton with full supply chain traceability, and as Fair Wear Foundation members, they’re committed to ethical working conditions. Their Creator tees and Coaster polos are go-to choices for decorators prioritising provenance and premium organic quality. Stanley/Stella is also OEKO-TEX Standard 100 certified.

Gildan is the largest supporter in our industry of Better Cotton Mass Balance and a member of the US Cotton Trust Protocol. Gildan promotes high social standards through SEDEX, WRAP, and the Fair Labor Association, and all their products are OEKO-TEX Standard 100 certified.

B&C is OCS-certified for organic cotton traceability, OEKO-TEX Standard 100 certified, and backed by Fair Wear Foundation membership. Ringspun organic cotton gives a denser, more consistent weave for sharper prints, smoother embroidery, and a premium feel.

These aren’t niche eco products – they’re mainstream options that perform brilliantly and are made sustainably. For a deeper dive into fabric performance and decoration, see Choosing the best fabrics.

Why should you help clients choose more responsible products?

Most clients aren’t sustainability experts. They want to do the right thing without complications. When you can explain why one product is more responsible than another, backed by certifications and evidence, you’re adding genuine value. You make their life easier and help them feel good about their purchase.

Increasingly, this approach wins business. Not the lowest price, but the smartest recommendation from someone who really knows their stuff.

What do apparel certifications mean?

Quickly decode certifications, materials, and key sustainability terms with Ralawise’s easy-to-use Sustainability Glossary.

If you need further information, our sales and sustainability teams are always available. Whether matching the right product to a client brief or understanding which certifications matter most, we provide all the information you need to get it right. Responsibility in fashion is now part of everyday business.

Build better. Sell smarter. Leave fast fashion behind.

👉 Explore tees and polos at Ralawise