Why About You's Climate Conscious filter quietly changes how you shop fashion

The Climate Conscious filter in the About You app hides in plain sight - but once you tap it, the fashion platform feels different. We look at how the feature works, what criteria it uses for "more sustainable" pieces and where the limits still are.

Reviewed: ad hoc news Software & Services desk. Edited and checked on 2026-06-18, 08:51. Details in the imprint.

With the Climate Conscious filter in the About You app, scrolling through dresses and sneakers suddenly feels less random and a bit more responsible. One tap, and the feed fills with pieces that promise lower impact, clearer materials and stricter supplier rules.

How the filter changes the feed

Open the app, tap the Climate Conscious filter, and the product grid changes its tone. Green tags appear under thumbnails, materials lists get longer, and descriptions suddenly talk about recycled polyester or organic cotton instead of just fit and color.

About You groups these items under Climate Conscious when brands or private labels meet internal sustainability criteria, for example by using certified materials or lower impact production methods, according to its sustainable products overview. That creates a second layer over the usual fashion filters like size, color and price.

What Climate Conscious actually means

The Climate Conscious label is not a single certification but a basket of standards. According to About You, products can qualify via recognised seals such as GOTS for organic textiles, Leather Working Group ratings, or by using a minimum share of recycled fibers in the material mix.

In its sustainability communication, the company breaks this down into product categories and material thresholds, for instance a required recycled content percentage in synthetic fabrics or certified origin for cotton and viscose, as shown in its sustainability approach documentation. For shoppers, that complexity is condensed into one small tag under the product image.

Day-to-day use in the About You app

In everyday scrolling, the feature behaves like any other filter. On the category page, you toggle Climate Conscious on, and only matching items remain. It feels tidy, especially when you combine it with brand, size and price to narrow hundreds of options down to a few lines.

On product detail pages, Climate Conscious appears near the price and size selection. With one extra tap you reach more detail on why this piece qualifies, such as the share of recycled content or the certification scheme that applies, mirroring the information on the dedicated Climate Conscious landing section.

Strengths, limits and greenwashing risks

The strongest element is simplicity. Users do not need to understand every seal or lifecycle assessment method. They see a clear label, a filter, and some explanation text. That lowers the barrier for climate-aware shopping when you are on the sofa with a phone in one hand.

At the same time, the abstraction is also the main weakness. Not all certified products have the same impact, and not all brands communicate in the same depth. Climate Conscious aggregates very different garments and production realities under one umbrella, which can blur nuances for critical shoppers.

How it fits About You's strategy and share

For About You SE & Co. KG, Climate Conscious sits next to private labels, marketplace partners and its tech platform as another building block in a broader strategy to keep younger, more sustainability-aware customers inside its ecosystem rather than losing them to niche players.

Shares of About You (DE000A3CNK42) trade on Xetra; the stock reflects not only fashion demand and marketing spend but increasingly also how convincingly features like Climate Conscious can turn sustainability promises into everyday user behaviour in the app.

Key facts on the Climate Conscious filter

• Product: Climate Conscious filter in the About You app
• Manufacturer: About You SE & Co. KG
• Category: Software/Service/Subscription
• Launch: Gradually rolled out in the early 2020s, with continuous updates
• RRP / Price: Included free of charge within the About You app
• Availability: Within the About You app and website in supported European markets
• Target group: Fashion shoppers who want to prefer products with defined sustainability attributes
• Highlight / USP: Simple one-tap filter that bundles complex sustainability criteria into a visible tag across thousands of fashion items

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.