Drawer menu
Responsible streetwear balances comfort, durability, and environmental impact by choosing better materials and avoiding unnecessary waste. At Above Average Clothing, most products are built using organic cotton, with recycled polyester used selectively where added structure or performance benefits the garment. Combined with an on-demand production model that avoids overproduction and reduces unnecessary transport, this approach supports a more responsible way of creating modern streetwear in the UK.
Sustainability isn’t about chasing perfect labels or making sweeping claims. It’s about making better decisions consistently — and being honest about trade-offs.
That’s how I approach building Above Average Clothing.
Fabric choice is one of the biggest drivers of a garment’s environmental footprint.
Organic cotton is grown without synthetic pesticides and fertilisers, helping reduce chemical runoff and soil damage compared to conventional cotton. It also tends to be softer on the skin and more durable when properly constructed, making it ideal for everyday tees, hoodies, and joggers that need to withstand regular wear and washing.
Recycled polyester gives existing materials a second life rather than relying solely on new virgin fibres. It’s particularly useful where added strength, shape retention, or abrasion resistance improves how a garment performs over time.
Using these fibres thoughtfully allows performance and longevity to improve while reducing reliance on more resource-intensive materials.
Longevity matters. A garment that stays in rotation for years has a far smaller footprint than one that’s replaced every few months.
Traditional fashion production relies heavily on forecasting and bulk manufacturing. Brands guess what might sell, produce large volumes upfront, and often end up with excess stock that gets discounted, destroyed, or sent to landfill.
An on-demand production model works differently:
Products are only made once an order exists.
Overproduction and surplus inventory are significantly reduced.
Storage and waste are minimised.
Production can be routed closer to customers, reducing long-distance transport where possible.
This model doesn’t eliminate environmental impact — nothing does — but it avoids one of the biggest inefficiencies in fashion: unnecessary volume.
For a small brand like mine, it also keeps growth responsible rather than speculative.
When you buy an Above Average tee, hoodie, or layer:
It’s made intentionally, not in excess.
It prioritises organic cotton for comfort and everyday wear.
Recycled fibres are introduced selectively where they improve performance.
It’s designed to hold up over time rather than follow short trend cycles.
It avoids unnecessary inventory waste.
The goal isn’t to claim perfection — it’s to keep improving how products are made and how long they stay useful.
Above Average Clothing has always been rooted in mindset:
no ego, just evolution.
That applies just as much to product decisions as it does to creativity, training, or personal growth. Sustainability isn’t a badge to display — it’s a direction of travel. It’s about refining choices over time, learning from feedback, and staying honest about what’s realistically achievable.
There’s no finish line. Only progress.
One of the most overlooked sustainability wins is simply making clothing people actually keep wearing.
Fit, fabric weight, construction quality, and how a garment feels after dozens of washes all determine whether something becomes a long-term favourite or disposable clutter. I design with everyday use in mind — pieces that live in your rotation rather than your wardrobe.
Less replacement means less resource demand over time.
That’s quiet sustainability in action.
Using organic cotton and recycled polyester alongside an on-demand production model doesn’t solve fashion’s environmental challenges overnight — but it meaningfully reduces waste, avoids unnecessary overproduction, and supports longer product lifecycles.
For me, that’s what responsible streetwear looks like: thoughtful materials, intentional production, honest trade-offs, and continuous improvement.
Not perfection. Progress.
