At the start of 2025 I set a goal for myself to only buy secondhand clothing as a way of reducing my individual consumption. Shopping secondhand reduces the demand for new clothing production – which has a huge impact on the planet with the amount of carbon emissions, water, and resources used to manufacture new garments. The impact of fast fashion, and the amount of discarded clothing from brands like Shein, creates massive problems for our environment – clothes end up in landfill, where they can take centuries to break down.
To be completely honest, I’ve enjoyed it so far! If I need something, I scroll through Depop or Facebook Marketplace, and if I feel like a browse IRL, I head to my local Salvos or make the occasional trip to Uturn.
More recently, I started thinking about creating some merch for my studio – maybe get my brand-mark embroidered on a hat or some cosy jumpers (since we’re coming into winter). But because I made that no-new-clothes rule for myself this year, I had to find a workaround. So I thought – why not thrift some plain pieces and DIY it?
At the time of writing, it’s still sitting in my project pile (you know how it is), but I’ll update this blog once it’s underway. In the meantime, if you’re a purpose-led business owner who cares about your environmental impact, here’s how to do merch without costing the earth.
Rethinking the usual merch
Merch is everywhere – t-shirts, tote bags, bucket hats, you name it. It’s become a go-to tool for brand awareness and community-building. But all too often, it’s produced in bulk, cheaply made, worn once (maybe), and then discarded.
- Over 200,000 tonnes of clothing goes to landfill in Australia alone each year.
- The average garment is worn only 7 times before being discarded.
- Polyester (a common fabric used in merchandise) can take up to 200 years to break down.
Most branded merch is made quickly and cheaply, using virgin materials, with little thought given to how or where it was made. For brands that actually care, that’s a problem worth solving.
Why are you making merch?
Before you design anything or send a brief to your designer, ask: what’s the purpose of this merch? Is it to:
- Celebrate your community?
- Raise awareness for a cause?
- Fundraise or generate revenue?
- Create brand recognition?
Getting clear on your ‘why’ helps guide what you create – and stops you from making stuff no one really needs. It also helps your merch feel more connected to your brand values and your audience.
Quality > quantity
Instead of bulk-ordering 300 tees that get worn once and fall apart in the wash, try this instead:
- Opt for small, intentional runs of high-quality items.
- Use made-to-order services or limited drops to avoid overproduction.
- Pick durable fabrics like organic cotton, hemp, or recycled fibres.
- Work with suppliers who value fair pay and ethical production.
- And make sure it’s actually wearable. We’ve all had that tee that turns into a rag after one wash – don’t be that brand.
Good merch feels good, lasts longer, and gets worn more — giving your brand way more visibility over time.
Reuse! Reuse! Reuse!
The fashion industry already overproduces. There are heaps of clothes already out there, just waiting to be brought back to life. Want to do the most sustainable thing of all? Don’t make anything new.
- Op shops: Thrift blank or lightly branded pieces in good condition. Bonus points if they’re in your brand colours or neutrals.
- Iron-on or embroider: Add your logo or artwork with iron-on patches, embroidery, or simple screen printing.
- Host a DIY workshop: If you’ve got a strong community, run a bring-your-own-garment day where people customise old clothes with your designs.
This option is way less wasteful, and heaps more meaningful. Each piece tells a story and makes your merch feel special, not mass-produced.
Choice in fabric
If you do need to produce something new, be picky about what it’s made from. Look for:
- Organic cotton: Grown without harsh chemicals and uses less water.
- Recycled fibres: Often made from plastic bottles or textile waste.
- Hemp or bamboo: Naturally regenerative, biodegradable, and durable.
Try to steer clear of conventional cotton (it’s water-intensive), polyester, and other synthetics. If you have to use them, look for recycled options or offset the impact in another way.
Ethical production
Look for apparel suppliers who are transparent about their labour practices, environmental impact, and supply chains.
- Are they using certified organic or recycled materials?
- Do they produce in ethical factories?
- Is their process low-impact – using minimal water, energy, or dye?
- Do they ship plastic-free?
Here are a couple of good ones to check out:
The Common Good Co. – Recycled fabrics, low-impact basics
AS Colour – Certified factories and quality blanks
Would you wear it?
f your merch isn’t cute, it won’t get worn.
Design it to be something people want to wear. Think beyond logos slapped on a tee. Use visuals, messages, or symbols that resonate and feel aligned with your brand.
- Bold illustrations or playful motifs that tell a story
- Subtle nods to your values or mission
- Typography or phrases that spark connection or conversation
If someone wears your merch and gets asked about it – that’s a win.
Merch is part of your brand experience
Good merch becomes part of your community, your storytelling, and your impact.
Here’s what to remember:
- Start with intention, not just exposure.
- Reuse and repurpose where you can – secondhand is in.
- Choose quality over quantity, every time.
- Design with care – make things that last.
- Think people and planet, not just profit.
Whether it’s to sell, gift, or build connection — merch can do more than market your brand. Done right, it becomes a wearable reminder of your values.
