How To Spot Greenwashing In Fashion: The Faux Sustainable Brands

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands

Yes, you read the title correctly. When it comes to greenwashing in fashion, there are faux sustainable brands that you have to worry about.

While many of the major clothing companies have committed to more sustainable practices in their manufacturing processes and supply chains over the past few decades, these changes may not be apparent from their advertising campaigns or other marketing efforts.

What is Greenwashing?

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands

Greenwashing is the term used to describe when a company or organization falsely represents itself as being environmentally friendly.

This can be done in a number of ways, such as making false claims about their products or services, using misleading labeling or advertising, or simply not providing accurate information about their environmental impact.

The goal of greenwashing is to make consumers believe that the company is doing more to protect the environment than they actually are. This can lead to people support and patronizing companies that may not be acting in an environmentally responsible manner.

If you suspect that a company is engaged in greenwashing, there are a few things you can do. First, try to get more information from the company directly. If they are unwilling or unable to provide clear and accurate information, then it’s best to avoid doing business with them.

You can also report your suspicions to organizations like Greenpeace or the Better Business Bureau so they can investigate further.

The term “sustainable” is often thrown around by brands in an attempt to be more environmentally conscious. However, sustainable fashion is about much more than just being eco-friendly.

It’s about ensuring that all aspects of the fashion industry are ethically sound, from the production of the clothing to the working conditions of the people who make them.

Recycled polyester is often touted as a sustainable fabric, but if it’s being produced by underpaid workers in poor working conditions, it’s not actually sustainable. Sustainable fashion is about making sure that all aspects of the industry are ethical and environmentally sound.

What are Faux Sustainable Brands? How to Spot one?

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands

The average person spends about $1,700 on clothing and shoes every year. A lot of that money goes towards brands that we think are sustainable, but are actually anything but.

There are a few key things to look out for when it comes to greenwashing in fashion. One of the most common ways that brands greenwash is by using vague or misleading language on their labels.

For example, a brand might claim that its products are “eco-friendly” without saying what that actually means. Or they might use terms like “sustainably sourced” without disclosing how or where the materials were sourced from.

Another way that brands greenwash is by using images or logos that give the impression of being eco-friendly when they’re not actually related to sustainability at all.

For instance, a brand might use a picture of a tree on its packaging even though its products have nothing to do with forestry or the environment.

Finally, some brands will try to offset their environmental impact by donating to charitable causes, but this doesn’t make them sustainable.

In fact, it can often be just another form of greenwashing. So how can you tell if a brand is truly sustainable?

Here are a few tips:

  • Look for independent certification labels like Fairtrade, Organic, or GOTS.
  • Check to see if the brand is a member of an industry organization like the Sustainable Apparel Coalition.
  • Read the fine print on labels and marketing materials to see if the claims are backed up by facts.
  • Do some research on the brand to see what other people are saying about them.

Conscious Collections

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands
The idea of proposing Conscious Collections is contradictory in itself. How can a brand be considered sustainable, while profiting off largely unsustainable goods? The answer is simple: they can’t.

Conscious Collections is a sustainable fashion initiative that encourages brands to be more conscious about the environmental and social impacts of their products. The initiative was founded in 2013 by Livia Firth, the Creative Director of Eco-Age , and her husband, actor Colin Firth.

The initiative asks brands to commit to three key areas: firstly, to use more sustainable materials; secondly, to increase transparency throughout their supply chains; and thirdly, to invest in projects that will have a positive impact on the environment and communities where they operate.

However, many of the brands that have signed up to Conscious Collections are still selling largely unsustainable products. For example, H&M’s Conscious Collection includes items made from recycled polyester – a material that is not biodegradable and takes centuries to break down.

Similarly, Zara’s Join Life collection includes clothes made from viscose – a material that is derived from wood pulp and therefore has a major impact on forests.

So while it is commendable that these brands are trying to be more sustainable, they are still profiting from the sale of largely unsustainable products. And until they start investing in truly sustainable initiatives, their claims of being ‘conscious’ will remain nothing more than greenwashing.

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands


There are a lot of fashion brands out there that claim to be sustainable, but the reality is that many of them are greenwashing their products. This means that they’re using marketing tricks to make their products seem more environmentally friendly than they actually are.

As a consumer, it’s important to be able to spot these faux sustainable brands so that you can make more informed choices about the clothing you buy. Here are some tips on how to spot greenwashing in fashion:

  • Look for brands that use vague or misleading language about their sustainability efforts.
  • Check to see if the brand is transparent about its supply chain and manufacturing processes.
  • Do some research on the materials used by the brand and whether they are actually eco-friendly.

How To Spot Greenwashing In Fashion: The Faux Sustainable Brands

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