Our standards for natural-fiber claims.
The Purely Score separates brand-wide material reality from marketing language, isolated hero products, and incomplete component disclosure.
One score. Six clear tiers.
The 0–100 Purely Score is brand-wide and independently cross-checked. Descriptive tiers show how much product-level checking a shopper should expect; they are not school-style letter grades. A qualifying natural-fiber product does not make an entire mixed catalog plastic-free, and unknown components are scored as unknown—not assumed natural.
Natural-fiber leader
Exceptional natural-fiber focus and evidence. Synthetic components are absent, rare, or clearly isolated; exact products still need checking.
Strong natural-fiber focus
Natural fibers dominate the catalog, with limited or clearly identified synthetic use and some component-level uncertainty.
Selective natural-fiber fit
Good natural-fiber options exist, but the brand cannot be treated as natural across its full catalog.
Mixed-material catalog
Natural and synthetic or regenerated materials coexist. Careful product-level composition checks are essential.
Limited natural-fiber fit
Qualifying products are narrow or synthetic components are substantial. Use the listing to locate specific exceptions.
Minimal natural-fiber fit
The brand has a natural-material connection, but finished products or the broader catalog rely heavily on non-natural components.
Materials
Natural fibers rewarded; polyester, nylon, acrylic, spandex, elastane, and recycled PET flagged.
Plastic-free construction
Thread, elastic, trims, linings, closures, finishes, coatings, and packaging.
Catalog focus
Brand-wide natural-fiber depth, not just the strongest individual product.
Certifications
Relevant third-party standards such as GOTS, Fairtrade, RWS, ZQ, and IVN BEST.
Evidence
Exact compositions, component disclosure, current sources, and independent corroboration.