TBCo Style Stories: Emma’s Guide to Thoughtful Shopping
By Emma Macdonald, Co-Founder of TBCo.
Learning to Shop With Intention
As someone who genuinely loves fashion, I believe getting dressed should always be a joy. But over the years, especially since starting TBCo, I’ve become far more thoughtful about the choices I make when I shop. From the fibres I choose to the way a piece fits into my wardrobe, I’ve learnt that shopping with intention not only makes you feel better in what you wear, it helps protect the planet too.
If you are looking to make more conscious decisions with your own wardrobe, here are a few questions I always ask myself before I buy something new.
What Is It Made From
This is the first thing I check. Understanding the fibres that go into a piece of clothing has completely changed how I shop. Natural fibres like wool, cotton and cashmere are always my top choice. They are breathable, durable and feel beautiful against the skin.
They are also much better for the environment. Synthetic fibres like polyester are made from crude oil and shed microplastics when washed. These microplastics end up in rivers, oceans and eventually in our bodies. They also do not breathe well, which often leaves you feeling a bit uncomfortable by the end of the day. I have learnt that the hard way.
When you choose natural fibres, you are choosing something that is better for your body and kinder to the planet.
Will I Actually Wear It
This might sound simple, but it is one of the most important questions I ask. I now have a much clearer sense of which shapes and cuts suit me, so I focus on pieces that I know will work hard in my wardrobe.
If you find yourself drawn to a piece, ask yourself whether you would reach for it on a normal day. Can you picture yourself wearing it to work, out for coffee, or at home on the weekend? If the answer is yes, then it is likely a piece that will last beyond the moment.
Does It Work With What I Already Own
A great piece should feel like a natural extension of your wardrobe. I often hold a potential new purchase up against the items I wear most often. Can I layer it with what I already have? Does it pair easily with my favourite trousers or jackets?
This helps me avoid impulse buys and ensures that everything in my wardrobe works together in a way that feels effortless and true to my style.
Can I Add Personality With Accessories
While I love choosing timeless shapes and high quality materials, I also think fashion should feel personal and expressive. Accessories are where I like to have the most fun. Whether it is a bold scarf, a playful texture or an unexpected colour, I find that these little details bring joy and keep my outfits feeling fresh.
Accessories are also a great way to bring seasonal trends into your wardrobe without replacing the pieces you already love.
Am I Choosing Something That Aligns With My Values
When you start to look beyond the surface of what you are buying, it changes everything. I now see shopping as an extension of my values. That means choosing brands that are transparent about their materials and production methods. It means supporting companies that care about people and the planet.
At TBCo, we design with purpose. From the fibres we choose to how we work with our partner mills, every decision is made with longevity and impact in mind. I try to carry those same values into my own personal style.
Look Good Feel Good Do Good
The more you understand about what you are buying, the more connected you feel to what you wear. Shopping with intention is not about restriction. It is about choosing pieces that feel good in every way. That look great, last longer and say something about who you are.
You do not need a perfect wardrobe. You just need pieces that make sense for your life, your values and your personal style. And a few great accessories never hurt.
