Greenwashing in Fashion: How to Spot It and What Truly Counts as Sustainability

1. What is greenwashing, and why does it matter today? Greenwashing is when a brand suggests environmental benefits it can’t substantiate. The problem is real: the European Commission has observed that 53% of “green” claims are vague or misleading and 40% lack evidence, with hundreds of labels that are hard to compare. The result: confused consumers and honest brands harmed.

   
   

2. Current data on fashion’s environmental impactIn 2023, the apparel sector’s polluting emissions grew by 7.5%. The world generates 92 million tons of textile waste per year; moreover, only 8% of fibers used in 2023 were recycled. Clothing and textiles account for 11% of plastic waste, aggravating marine pollution.

   
   

3. How to tell real sustainability vs. greenwashing Red flags (greenwashing):

   1. Empty words: “eco,” “responsible,” “sustainable” without the “what,” “how much,” and “how.”

   2. CO₂ offsets used to sell neutrality without real reductions across the supply chain.

   3. “Green capsules” that don’t explain the percentage of recycled or recovered materials.

4. Signals of genuine initiatives:

   1. Product-level data: detailed composition, origin of fibers/fabric/manufacturing, and the scope of the data (e.g., materials vs. the entire garment).

   2. Goals + progress: reduction targets (energy, water, chemicals) with a baseline and annual updates.

   3. Circularity practices: post-sale repairs, well-documented precision upcycling (origin and % recovered), and care guides to extend product life.

      
      

5. What does your company gain when it’s done right?

   1. More trust and conversion: lower drop-off on product pages and better click-through when product-use information is concrete.

   2. Stronger brand story and reputation: speaking about durability and repair is a differentiator in artisanal luxury.

      
      

      And most importantly: supporting the planet!