How to Spot Greenwashing in Fashion: What To Look Out For and How To Avoid It
In the fashion industry, greenwashing is a major problem. It’s when companies make false or misleading claims about their sustainability initiatives to make their products seem more eco-friendly than they actually are. Greenwashing can be found in all types of fashion materials, including textiles, production methods, and even packaging. As a consumer, it’s important to know how to spot greenwashing and how to avoid it. By taking a few extra steps to ensure that your fashion choices are truly eco-friendly, you can make a positive impact on the environment.
What is greenwashing in fashion?
Greenwashing is a form of false advertising in which companies make unproven claims that their products are environmentally friendly or sustainable. It’s a way for companies to mislead consumers into thinking that their products are eco-friendly when they may not be.
Learn more about greenwashing here.
Greenwashing is not illegal. However, it is a serious problem that affects both consumers and the environment. When consumers purchase garments that they think are eco-friendly, but they’re not, they’re being misled. When brands falsely claim that their garments are eco-friendly, they undermine the efforts of truly sustainable brands. This can result in a loss of income for these true eco-friendly brands. When consumers are misinformed, they spend their money on products that are less sustainable than they think. This can cause a decline in demand for truly eco-friendly garments. This can have far-reaching consequences for the environment.
Common signs of greenwashing in the fashion industry
There are many signs that a fashion brand may be committing greenwashing. Let’s take a look at the most common ones:
Inferior fabrics. Greenwashing fabrics might be made of synthetic materials or contain a low percentage of organic materials. It’s important to note that fabrics that are labeled “organic” are not necessarily eco-friendly since the term is unregulated.
False claims about eco-friendly practices. If a company claims that their clothes are made from recycled water or were produced without harm to animals, but it’s not true, that’s a sign of greenwashing.
Craftsmanship and quality issues. If the company uses shoddy construction methods and low-quality materials, it’s likely that their garments are not eco-friendly.
Lack of transparency. A company that won’t disclose their supply chain or refuses to provide information about their production methods is likely hiding something.
If you notice any of the signs of greenwashing listed above, you should definitely be wary of that brand. However, even if a company’s products meet all the above criteria, that doesn’t mean that they’re truly eco-friendly. It’s important to look for false claims that might indicate greenwashing. False claims about recycled materials, eco-friendly fabrics, or garment-specific sustainability claims are signs of greenwashing. For example, a company may claim that their materials are made from 100% recycled materials, but in reality, they might be just 10%. If a company is truly eco-friendly, they will be transparent about their production methods.
Once you know what to look for, you can start asking questions. Here are a few questions that you can ask when considering a purchase:
Does the brand use eco-friendly materials?
Do they openly disclose their production methods?
Do they provide proof of their sustainable practices?
Are they transparent about their supply chain?
If a brand meets all of these criteria, they are likely to be a truly sustainable brand. Now that you know what to look for and how to spot greenwashing, you can make smarter choices and protect yourself from false claims.
For more resources on sustainable fashion, check out this guide.
