How Do You Identify Greenwashing In Fashion? – Call BS On Greenwashing Brands

Greenwashing is like poorly styled hair extensions – it might look good at first glance, but once you take a closer look, it’s clear that it’s just a fake covering up the truth. In this article, we’ll show you how to spot greenwashing and call BS on brands that are trying to pull the wool…

Fashion has always been a dynamic and ever-evolving industry, constantly reinventing itself with new trends and styles.

However, over the past few decades, there has been a dramatic shift in the way we consume fashion. The rise of fast fashion has transformed the industry, making it possible for consumers to stay up-to-date with the latest fashion trends without breaking the bank. Nevertheless, this convenience has come at a cost, with fast fashion brands being criticized for impacting the environment and human rights in a negative light.

As a result of that, sustainable fashion has emerged as a growing movement, promoting ethical and environmentally conscious fashion practices. This shift towards sustainability is changing how we consume fashion and redefining our understanding of what it means to be fashionable.

To keep making money and to keep their loyal customers, most fast fashion brands have started to market their clothing or some of their collections as eco-friendly and sustainable. But is it even true? Or is it just a marketing ploy to spill out some buzzwords to convince people to buy their garments?

Sometimes it is true, some brands are trying to actively be better, but most of the time it isn’t, and that phenomenon is also known as greenwashing.

What Is Greenwashing?

Greenwashing in the fashion industry (explained in layman’s terms) can manifest itself as fashion brands releasing collections and items and then marketing them as “eco-friendly and sustainable”, brands saying they’re using organic without saying how they’re sourced, or how they’re produced, and how are the workers being treated, brands claiming they’re committed to sustainability and ethical practices without disclosing any information on how they’re going to do that, and etc.

Over the past few years, greenwashing has been becoming a big issue in the fashion industry that needs to be resolved as soon as possible, because it has been causing mistrust in customers they don’t know what to believe in, and they might overlook brands who are genuinely committed to sustainability.

How Do You Identify Greenwashing In Fashion?

STRAIGHT ANSWER: Greenwashing in fashion is difficult to detect, but it’s always important to keep an eye out for vague claims, lack of transparency and accountability, what kind of materials they use, their supply chains, price tags, etc.

Greenwashing is a marketing strategy used by fashion brands to help promote their products as eco-friendly and sustainable when in reality they aren’t. In the fashion industry, it can be quite difficult to identify greenwashing because many brands make vague or misleading claims about their sustainability practices.

Here are some tips to help you recognize greenwashing in fashion:

Look For Vague Or Misleading Claims

If a brand makes vague claims like “eco-friendly” or “sustainable” without providing any evidence or specific information that can back these claims up, can be a sign of greenwashing. Look for brands that provide specific information about their sustainability efforts, such as the percentage of the organic cotton used in their products or the amount of water saved during the manufacturing process.

Check For Third-Party Certifications

Investigate The Brand’s Entire Supply Chain

A brand might use sustainable and eco-friendly materials or processes, but if its entire supply chain is not transparent or sustainable, it can indicate that the brand is committing greenwashing. Keep a look out for brands that are transparent and willingly provide information about their entire supply chain, including the sourcing of materials, manufacturing processes, and transportation.

Lack Of Improvement

Greenwashing brands have made minimal or no improvements in their practices, even though some of them have promised to do it. And they use marketing language to appear as if they are making significant changes. Look out for evidence of actual progress and improvement over time.

Unrealistic Claims

Be careful of brands that make unrealistic or exaggerated claims about their environmental impact or sustainability practices. For example, claiming that a product is 100 percent eco-friendly or sustainable is often an exaggeration.

Non-Environmentally Friendly Materials

Check the full list of materials used in the production of the product. Greenwashing can happen when brands label a product as “sustainable” or “eco-friendly” without considering the materials used in production. For example, clothing made from recycled polyester is a more sustainable option than regular polyester, but it is still a synthetic material and has environmental impacts.

Lack Of Transparency

Greenwashing brands tend to provide vague or incomplete information about their sustainability practices and impact, making it difficult for consumers to verify their claims. And if a brand does not want to disclose information about its supply chain, production process, or environmental impact, it may be trying to hide something. Look for brands that are transparent and publish sustainability reports, participate in sustainability initiatives, and engage with consumers on sustainability issues.

Limited Range Of Sustainable Products

Some brands may offer a small selection of “sustainable” or “green” products but will continue to produce and sell a majority of items that are not environmentally friendly.

Overemphasis on small actions

If a brand focuses on small, easily achievable actions, such as reducing paper usage in the office, or switching regular lightbulbs with LED lights, etc., while often ignoring more significant environmental issues related to its products and production processes, and supply chains, it may be engaging in greenwashing.

Conflicting Values

If a brand is promoting sustainability but also engages in practices that harm the environment, such as using non-recyclable packaging or sourcing its materials unethically from environmentally sensitive areas, then the company might be greenwashing.

Check The Price

When you’re shopping check the price tag a bit closely and carefully. Truly sustainable clothing is made with materials and production processes that are expensive. If the price tag on the item is too good to be true then it could be a sign that the company might be engaging in greenwashing.

Greenwashing In Fast Fashion Brands – Examples

Here are some examples of greenwashing in fast fashion brands that might help you identify greenwashing in fashion in the future.

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.

H&M, a renowned fashion retailer, has faced significant criticism and backlash for engaging in greenwashing, despite its numerous statements and commitments to sustainability and reducing its environmental impact. Despite these efforts, critics remain skeptical and concerned that the company is not fulfilling its promises.

One example of greenwashing that H&M has been accused of is its “Conscious” collection, which the company claims is made from organic materials like organic cotton and recycled polyester. However, critics have found that H&M still heavily relies on non-organic cotton and synthetic fibers.

Another instance of greenwashing involves the company’s failure to address labor abuses and human rights violations in its supply chain. Despite pledging to improve working conditions and wages for factory workers, H&M has been criticized for not taking sufficient action to ensure that its suppliers comply with labor laws and ethical standards.

While H&M has made some efforts to be more sustainable and environmentally responsible, the company’s business models and practices, as well as its lack of commitment to social responsibility and transparency in key areas like labor practices and supply chain transparency, remain concerning.

SHEIN is a fast fashion brand, that has faced accusations of participating in greenwashing despite its claims of being eco-friendly.

The brand uses synthetic fibers like non-biodegradable polyester derived from non-renewable sources, which contain microplastics that contribute to plastic pollution and harm marine life. However, SHEIN has not disclosed any information about its environmental impact, carbon footprint, or water usage.

Despite its claims of being eco-friendly, SHEIN still produces a massive amount of clothes to keep up with fashion trends, contributing to textile waste in landfills.

Additionally, SHEIN has been accused of not disclosing information about its supply chains, including where the clothes are made and under what conditions. The brand has a reputation for alleged labor abuses and exploitation, and it is essential for brands to be transparent about their supply chains to ensure that they are not contributing to these issues.


To sum up, greenwashing is an alarming concern in the fashion industry, as brands want to capitalize on customers’ desires for sustainable and eco-friendly clothing. Because a lot of brands are engaging in greenwashing, it’s creating a lot of mistrust in customers and it harms the environment.

To identify greenwashing, we as customers need to look for specific claims or certifications, such as third-party eco-labels or certifications, to verify that the brand is indeed sustainable. We should always research a brand’s environmental and social impact, including its supply chain and transportation.

To avoid greenwashing, we should try to support sustainable and ethical fashion brands and designers that prioritize sustainability, transparency, accountability, and ethical production and labor practices. We should also invest in high-quality clothes that can be worn for years, thus reducing the environmental impact, textile waste, carbon footprint, the negative impact on the workers, and the demand for fast fashion.

It’s important that we educate ourselves about sustainable and ethical fashion, we need to seek out important credible information about the brands that we want to buy from, and we need to support brands that put sustainability and ethical practices first. By doing all of this, we can contribute to a more responsible and sustainable fashion industry.

This concludes today’s article! We hope you enjoyed reading it and that our tips will help you in your sustainable shopping journey! Please let us know if we missed anything!




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