The new fashion label check: 100% cotton
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Illustration: Natalie Peeples/Axios
More shoppers are reading clothing labels, looking for 100% cotton, wool and silk fabrics over fast fashion polyester.
Why it matters: Picking natural fabrics can reduce exposure to microplastics and help build wardrobes that last.
Catch up quick: Fast fashion makes it easy to buy cheap, trendy clothes.
- But some shoppers, especially those focused on sustainability, are shunning what they see as low-quality synthetics in everything from basics to luxury brands.
- Just this week, some Swifties were seeing red about Taylor's latest limited-edition cardigan, partly because it's made from a lot of plastic.
State of play: Roughly 9,000 TikTok posts were tagged #NaturalFibers during the first half of 2025 — up more than 230% from the same time last year, according to data the platform shared with Axios.
- These posts often show natural-fiber clothing hauls and label-reading tips to avoid synthetics.
What we're hearing: "Most of the time, you find something you like and are disappointed when you check the care label," Colleen Kleinmann, a "Fabrictok" creator, tells Axios.
- It's not just that clothes made of natural fibers biodegrade and are easier to recycle. A half-polyester sweater will wear out and "look hideous" in three years, she says.
The big picture: Natural fiber fans want breathable, durable clothes that "feel beautiful on the skin and often transcend seasons," Caroline Belhumeur, creative director at Vince, recently told Coveteur.
- And influencers say choosing natural doesn't have to break the bank. Affordable all-cotton options exist at retailers including Gap, Quince and Brandy Melville.
Between the lines: For some, natural fabrics fit into a broader "low-tox" lifestyle, which has gained traction alongside Health Secretary Robert F. Kennedy Jr.'s "Make America Healthy Again" push and its concerns about microplastics.
- The tiny particles end up in our air and food supply, alarming researchers still studying their exact health impacts.
By the numbers: Nearly three-quarters of U.S. consumers say cotton, denim and cotton blends are their favorite fabrics to wear, per a 2024 survey by Cotton Incorporated, a not-for-profit research and marketing company.
Reality check: When it comes to support and sweat control, synthetics still win for many.
- And natural fabrics also leave an environmental footprint, requiring water and other resources.
The bottom line: Most people aren't tossing their closets — they're taking a closer look at what they buy.
