Three Ways to Identify Greenwashing

Greenwashing is a pretty sneaky business. You’ve probably seen a bunch of it on social media lately. But what should you be on the lookout for?

  1. If a brand releases a new ‘conscious collection. Oftentimes these collections are released by brands selling fast fashion, making it pretty impossible for them to actually be a sustainable business. If a brand is still profiting off largely unsustainably made clothes, then they are not a sustainable brand.
  2. If a brand is claiming to be ‘conscious’ or ‘sustainable’ but their site contains hundreds or even thousands of options on a weekly basis. Typically, truly sustainable brands will focus more on perfecting a select amount of classic styles and will avoid convincing consumers they need to buy, buy, buy.
  3. When a brand claims they are sustainable but they do not provide much detail on their company, processes, or ingredients. Vague marketing statements like ‘shop and save the planet’ or ‘look cute and protect the environment’ without any further figures or information is greenwashing.