For consumers, it is not always clear how to be more sustainable. They find it difficult to buy more sustainable fashion and do not use their clothing long enough. Eco-labels have great potential to guide consumers into more sustainable behavior. The purpose of this paper is to understand how eco-label design and communication can be used to make more sustainable choices and extend the life of fashion products through repair, maintenance, and reuse. A survey (n = 307) was conducted to investigate the respondent’s reaction to different label designs and their reaction to quality, maintenance, repair and second hand. We learn that labels have indeed a great potential in informing people about sustainability aspects (environmental, ethical, and local). When acquiring new clothing, a traceability tag is the most effective way to persuade the end-user, a label that should provide them mainly with information on materials and quality. For secondhand, an additional focus should lie on hygiene quality assurance. Next to that, labels for clothing in use should focus on care instructions (maintenance) and opportunities for qualitative repair (repair). This research provides us with more in-depth insights for design and communication opportunities. Future research is needed to understand consumers’ quality perception, mediators and moderators in consumers’ purchase reactions, how resale value is determined, where and how to introduce repair and how washing instructions should be re-designed.