Fashion Brands Accused Of Greenwashing In The Past

These are some brands that have faced greenwashing accusations in the past!

The fashion industry, well more specifically the fast fashion branch has been criticized for its negative impact on the environment, with concerns ranging from excessive water consumption to the use of toxic chemicals in the manufacturing processes.

Another issue in the fashion industry has exponentially risen in the past years – greenwashing.

Brands have seen that customers have started becoming more aware of the negative impact that fast fashion has on the environment and are looking for more sustainable ways of shopping. In order for them to still keep making money and keep their customers, more and more fast fashion brands have started to get on board the sustainable train and release “eco-conscious and sustainable” collections.

But how much of what they say is true? Most of what they’re saying are just buzzwords with no explanations and just clever deceptive marketing to reel customers in. Hook, line, and sinker.

This ongoing trend of greenwashing in the fashion industry is becoming a bigger problem everyday. And it just creates more distrust in the customers’ eyes and they don’t know how to distinguish whether the brand is being genuine with its sustainable initiatives, or is being deceitful with empty marketing promises.

Greenwashing Accusations In Fashion Brands

Unsurprisingly most of the brands that are accused of greenwashing are fast fashion brands. Greenwashing in the fashion industry manifests itself with brands releasing “sustainable and eco-friendly” collections, brands saying they use organic materials without saying how they’re sourced, how they’re processed, and how are the workers being treated.

In this article, we will discuss a list of several fashion brands that have been accused of greenwashing.

DISCLAIMER: All of these brands are companies that have been under fire for greenwashing before and have been accused of doing just that. We, however, DON’T have or provide any proof of greenwashing for these companies. Whether these brands are still greenwashing, we don’t have the authority to say.

We’re starting with H&M:


H&M, as one of the most famous fashion retailers, has faced many criticisms and backlash for engaging in greenwashing. While H&M has made numerous statements and commitments to sustainability and to reducing its environmental impact, most critics are still skeptical and scared that the company is not holding the end of its promises.

One example of greenwashing that H&M has allegedly committed is the “Conscious” collection, which the company markets as being made from organic materials such as organic cotton and recycled polyester. But critics have discovered that even though these two materials are listed, the company relies heavily on using non-organic materials such as non-organic cotton and synthetic fibers.

Another example of greenwashing that the company has been accused of is by failing to take meaningful action to address labor abuses and human rights violations in its supply chain. Despite commitments to improving working conditions and wages for factory workers, H&M has been criticized for not doing enough to ensure that its suppliers comply with labor laws and ethical standards.

Although, H&M has made efforts to become more sustainable and environmentally responsible, its business models and practices and its lack of commitment to be more socially responsible and more transparent in key areas such as labor practices and supply chain transparency.


Zara is another fast fashion giant, which has also been under scrutiny and backlash by critics and customers alike for participating in greenwashing.

One of the main reasons why Zara is being called out for greenwashing is because of their “Join Life” initiative. The Join Life collection is marketed as sustainable, but it turned out that the collection is made with a big portion of non-organic materials, including synthetic fabrics and chemically treated cotton. And all of this has made customers question the brand’s integrity.

The company has been also criticized for its lack of transparency- failing to provide information about its sustainability practices. The company is claiming that they’re committed to reducing its environmental impact and carbon footprint by installing some renewable energy sources and optimizing its transportation system but they haven’t provided enough information about its goals or its set targets for reducing its carbon emissions.


SHEIN is a fast fashion brand that is claiming to be eco-friendly, but they’re also accused of allegedly participating in greenwashing.

Firstly, SHEIN uses synthetic fibers such as polyester, which is non-biodegradable and it’s derived from non-renewable sources. These fabrics are known to contain microplastics which leads to more plastic pollution and polluting marine life. The brand hasn’t disclosed any information about its environmental impact, carbon footprint, water usage, etc.

The brand despite claiming to be an eco-friendly brand is still mass-producing an enormous amount of clothes as trends come and go, in order to catch up and most of it is thrown in landfills, contributing to textile waste.

Another greenwashing issue they’ve been accused of is not disclosing information about their supply chains, where the clothes are being manufactured, and under what conditions. The brand is notoriously known for its alleged labor abuses and exploitation, and brands need to be truthful and transparent about their supply chains to ensure that they’re not contributing to these problems.


Another brand on our list is Boohoo. Boohoo is a very popular fast fashion brand that has been accused of committing greenwashing.

The brand has been accused of its lack of transparency in its supply chain and of using unsustainable materials in its clothing. The brand has also been accused of misleading its customers by using phrases such as “sustainable fashion” and “conscious fashion” in its marketing campaigns, however, it failed to show any evidence or information to back up its claims.

In 2020 the brand was found under scrutiny because allegedly its been using suppliers who paid their workers £3.50 per hour which is way below the standard UK minimum wage. This revelation caused an uproar and there were calls for boycotting the brand.

Despite all of this Boohoo has continued to promote itself as an environmentally friendly brand. In 2020 the brand partnered with the recycling company ReGain to encourage customers to recycle their clothes. But some critics think that does little to address the fundamental issues in the brand’s business practices.


Last but not least is the fast fashion company Zaful. Zaful has been accused of greenwashing by both environmental organizations and customers.

Zaful has been promoting a sustainable clothing line, claiming that its made of eco-friendly materials and sustainable production methods. However, after several investigations have been done by environmental organizations such as Greenpeace have revealed that these claims are misleading and they don’t have any solid proof to back them up.

The company has also been linked to poor working conditions in its factories, where workers are allegedly paid low wages and forced to work long hours.

In response to all of this, Zaful has made some changes in its sustainability claims and practices, such as removing some of the false claims from its website and marketing campaigns and partnering with a sustainability certification program. However, consumers and many environmental organizations remain skeptical and continue to call for the company to be more transparent and accountable.


In conclusion, the issue of greenwashing in the fashion industry is a concerning problem that is gaining more attention as consumers become more aware of the environmental impact of their purchasing choices.

Fashion brands, especially fast fashion brands have been accused of greenwashing by making false claims about their environmental practices and exaggerating their sustainability efforts. This practice not only misleads customers but also causes distrust and undermines the actual efforts of some fashion brands that are genuinely committed to being sustainable and eco-friendly.

To address this problem, it’s IMPORTANT for fashion brands to be as truthful and transparent as possible about their sustainability practices and to always provide evidence to back up their claims.

Customers have a key role in this too. Everyone should be reading and researching the brands they want to make a purchase from, they should be reading the full materials list and double-checking the certifications if they’re named on the brand’s website.

We as customers should always hold brands accountable and keep calling them out so they can correct their ways and actually do what they promised. And we have the power to fight for workers’ rights and to get companies to pay them high livable wages and better working environments, standards, and conditions.

Only by working together and creating a symbiotic-like relationship between fashion brands and customers can help promote genuine sustainability in the fashion industry and help create a more environmentally responsible future.

This concludes today’s article we hope you enjoyed it and please let us know if we missed anything!




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