What is Greenwashing in Fashion and How to Be Aware of It

Are your favorite “sustainable” fashion brands actually as sustainable as they seem? Or are these brands skillfully using marketing language to appear more sustainable, ethical, and eco-friendly than they really are? Today, we’re tackling the topic of greenwashing in the fashion industry and how you can see through classic “green” marketing ploys to determine if a fashion brand is sustainable and ethical.

Learn more about what sustainable fashion means here.

What is greenwashing in fashion?

More and more brands are promoting sustainability initiatives to gain customer loyalty. But, unfortunately, a lot of it is just talk and no action. A July 2021 report by the Changing Markets Foundation found that about 59% of all green claims by European and UK fashion brands are considered “misleading” or inaccurate.

“Greenwashing” occurs when a company utilizes misleading or unjustified marketing to portray a sustainable brand or product – even if it’s not actually sustainable. Greenwashing can come in a variety of forms:

• Outright deception, like saying a shirt is made of organic cotton when it is not organic
• Subtle advertising, like saying their clothes use less water in production, but they only use 1 gallon fewer per cycle than other comparable clothing pieces
• Red herrings, like a fast fashion company offering a recycling program to try to divert attention away from their other unethical practices

So, how do you know if a company is truly sustainable or if they are just greenwashing their marketing to make a sale?

1. Avoid fast fashion.

Fast fashion brands are often the guiltiest of greenwashing. Purchasing from fast fashion brands is a surefire way to increase your personal carbon footprint.

Let’s take Shein as an example. Shein has gotten a lot of criticism for their ultra-fast fashion processes that exploit people and the environment. To overcome this backlash, Shein launched a recycling program to address textile waste. They also prohibited animal testing.

Firstly, this is a “red herring” that ignores the real problems of the fast fashion industry. Their recycling initiative completely ignores the unethical practices, carbon emissions, water usage, resource depletion, and other major concerns that come with fast fashion. These brands are trying to focus attention on recycled goods, so consumers won’t ask questions about what’s really going on behind the scenes.

Secondly, Shein has not been able to back up its claims. Ethical Consumer, an England sustainability and ethics magazine, discovered that Shein’s “no animal testing” policy isn’t entirely true. They may not “test” on animals anymore, but they are still selling a lot of animal goods that are produced with unethical practices. Shein is using skillful language to make their customers feel like animals are not being hurt in the process, but this just isn’t the case.

Thirdly, their textile waste program might be the biggest greenwashing initiative of all. Greenpeace Africa and Greenpeace Germany went on a research trip to Kenya and Tanzania in April 2022. They wanted to see where fast fashion clothing ends up once it’s finished its short life. Guess where these products go? They sit in huge landfills, releasing carbon emissions, or they are burnt in an open fire or washed out to sea to do damage to river and ocean life. All of these can have devastating consequences for people, animals, and the environment.

And it’s not just Shein, Zara and H&M have also been accused of greenwashing. H&M has been incorporating more recycled materials, and Zara is promoting sustainable cotton, but these initiatives have two major problems. They aren’t fully addressing the problems of fast fashion, and ultimately, they’re just not delivering on their promises. A single initiative pretending to be “sustainable” is just not enough to offset the damages.

Fast fashion is always going to be unsustainable. The entire industry is built on the idea of fast, cheap production and consumer overconsumption. The easiest and fastest way to avoid greenwashing and truly make an impact is to stop buying from fast fashion brands.

2. Be aware of vague wording.

Avoid companies who are vague about what they’re doing. Just saying they are eco-friendly, all-natural, green, or organic doesn’t mean they are. When a company makes a claim, consider how vague or detailed it is. What is the messaging really saying? If a company isn’t totally transparent, assume they might have something to hide.

Also, keep in mind that talk is easy. Brands can implement all these initiatives, but are they achieving the goals and purposes of those campaigns? In Good On You’s fashion climate report from COP26, they found that 69% of large brands with greenhouse gas emissions target numbers did not state whether or not they are on track to meet those goals. They’re verbal about their eco-friendly goals, but a lot less verbal about how they are working to reach those goals.

Check out these eight examples of greenwashing from fast fashion companies that use vague claims to seem like they’re doing a whole lot more than they are.

3. Look out for green imagery.

A lot of companies make us feel like they are natural and sustainable through their use of marketing images, like green imagery, a leaf logo, or a fresh and natural vibe. Just because something looks sustainable or healthy doesn’t mean it is. Keep in mind that companies like to use our psychology against us – like utilizing the color green to make us feel like something is eco-friendly or sustainable. (Psst… Want to learn how to use fashion psychology in your daily life? Check out these 9 fashion psychology hacks here.)

So, when you see green imagery, take a step back. Does the brand have sustainable certifications? Are their claims backed up by action? Don’t take a green logo at face value.

4. Buy secondhand items.

A lot of people like fast fashion simply because it’s a cheap way to get clothes, particularly trendy clothes. But buying sustainable doesn’t have to mean buying expensive. You can still find affordable options when you purchase preloved goods from consignment or thrift stores. Buying from high-end consignors like Current Boutique will allow you to find high-quality pieces at a lower price, so you can fill your wardrobe at a reasonable price.

Beyond the cost, you know you’re doing good for the environment with every single consignment purchase. When you buy a garment from a consignor, you are saving that piece from ending up in landfills. You are giving a new life to textiles while reducing your personal consumption.

Check out these 11 things you probably didn’t know about consignment shopping to learn even more benefits of purchasing secondhand items.

5. Recognize the power of your dollar.

If everyone were to reduce their consumption by making more purchases from consignment shops and preloved sellers, fast fashion companies would soon have to change their ways. The way we spend our money matters. Consumers can make a huge difference with how they buy. Every purchase from a sustainable brand or a consignment shop tells the fashion industry that you are not going to stand for unethical, bad environmental practices. Every dollar spent sustainably makes a change in the fashion industry as a whole.

Sustainable fashion is changing the world. You have the power to change the world by learning how to see through greenwashing campaigns, do your own research about companies, and lead the charge in purchasing from companies like Current Boutique that are fighting for a more eco-friendly and ethical fashion industry. 

Want to learn more about how Current Boutique is spearheading the push for sustainability in fashion? Follow us on Instagram @currentboutique for trends, unique finds, and sustainability tips and tricks.