The fashion industry faces significant challenges regarding sustainability. While there is increasing awareness of environmental and ethical issues, this has also led to the rise of greenwashing—a marketing strategy where brands exaggerate or misrepresent their environmental efforts to appeal to eco-conscious consumers. Greenwashing misleads shoppers and undermines genuine sustainability efforts, making it essential for consumers to discern when brands are being honest and when they are not.

Greenwashing occurs when companies market themselves as environmentally responsible without backing up those claims with substantive action. For instance, a brand may advertise a “sustainable collection” made from recycled fabrics, yet still engage in overproduction or use unsustainable materials in the majority of their products. These superficial efforts often mask the broader environmental harm caused by the brand’s overall operations.

To help you identify greenwashing, here are six key red flags to watch for:

1. Vague or Undefined Claims
   Brands often use terms like “sustainable,” “eco-conscious,” or “green” without providing concrete details. A genuinely sustainable brand will specify the materials used, outline their processes, and explain their environmental impact. If the claim lacks data or transparency, it’s worth questioning its validity.
2. Selective Transparency
   Beware of brands that highlight one or two eco-friendly initiatives while ignoring the broader impact of their practices. For example, they may focus on using organic cotton in a single product line while neglecting to address overproduction, waste, or carbon emissions across the rest of their operations. True sustainability requires a holistic approach, not cherry-picking feel-good aspects.
3. Overuse of Green Imagery
   Excessive use of green hues, nature-inspired graphics, or buzzwords like “earth-friendly” can be a red flag. This visual strategy is often used to create the illusion of environmental responsibility without any substantial action behind it. If the message relies heavily on aesthetic appeal over tangible facts, it may be greenwashing.
4. Misleading or Irrelevant Certifications
   Certifications can be helpful but are not always meaningful in the context of sustainability. For instance, a product might boast “carbon-neutral shipping,” which sounds impressive but says little about the garment’s production or the brand’s overall environmental impact. Look for trusted certifications such as GOTS (Global Organic Textile Standard) or Fair Trade, which address comprehensive aspects of sustainability.
5. Outrageously Low Prices
   Sustainable production comes with higher costs due to ethical labour practices, eco-friendly materials, and slower manufacturing processes. If a brand claims to be sustainable yet offers extremely low prices, it is unlikely they are adhering to these principles. Question how such low costs are possible without cutting corners on sustainability or ethics.
6. Overemphasis on One “Sustainable” Product Line
   Many brands introduce small, “sustainable” collections while the majority of their production remains unsustainable. This token effort often serves to distract from harmful practices such as fast fashion cycles, overproduction, and poor labour conditions. Assess the brand’s overall commitment to sustainability, not just the marketing around a single product line.

As consumers, we have a powerful role in holding brands accountable. By asking critical questions, supporting businesses that demonstrate transparency, and avoiding those prioritising profit over meaningful change, we can collectively push the industry towards genuine sustainability. Recognising and calling out greenwashing is an essential step in promoting accountability and driving the fashion world toward a more ethical and environmentally conscious future.