POV: You want to explore and have fun with your passion for fashion but do not want to feed into the industry that has increasingly succumbed to over-consumption of natural resources, over-production of waste, and poor treatment of its employees. So, you go shopping online and notice that some of the biggest retail brands, including Zara, H&M, and even SHEIN, have “sustainability” pages. PAUSE. Stop there. These companies know people like you are looking and willing to spend more on products that align with your values. Do not pay high price tags for products that are not as sustainable as you think… Do not fall for greenwashing.

What is greenwashing?

This concept can be complex, but greenwashing is defined by these reputable sources as such:

“…misleading claims made by a company about its environmental credentials. They're designed to hoodwink (deceive) consumers.”

– The New York Times

“…when an organization spends more time and money on marketing itself as environmentally friendly than on actually minimizing its environmental impact.”

– Business News Daily

“A common marketing ploy designed to make products seem more sustainable than they are.”

– EcoWatch

According to a report produced by First Insight and the Baker Retailing Center at the Wharton School at the University of Pennsylvania, “two-thirds of consumers say they will pay more for sustainable products.” Furthermore, “nearly 90% of Gen X consumers said that they would be willing to spend an extra 10% or more for sustainable products,” which follows the trend of increased customer desire for products to match people’s values and causes. Companies see this change in how consumers shop so those who greenwash do so as, “an attempt to capitalize on the growing demand for environmentally sound products.”

Don’t fall for this marketing ruse! Consider the following tips…

Look deeper into claims. On their website, do they…

o Tell you which factories they source from?

o Give specific numbers on their sustainable initiatives?

o Seem to be avoiding some topics of sustainability? There are three aspects to holistic sustainability: Eco-friendly materials, Overproduction, Social justice

o Do they have certifications? Detailed sustainability reports? Common certifications include: B Corporation, Fair Trade Certified, 1% for the planet

Look at how many products they are releasing.

o Practicing slow consumption habits is one of the most eco-friendly ways to be sustainable; you are not contributing to the demand for further clothing production (which means more use of resources and fabric waste).

o When a company offers hundreds of clothing options on their website, question how they are able to have seamstresses sew each unique pattern, given the fast turnaround, the amount of time and thought that is put into each design, and the amount of inventory they have for each item.

Pay attention to vague buzz words that are not backed up with data.

o Think of words like “Pure”, “Green”, “Conscious”, “Eco-friendly”

§ Example: What makes a product eco-friendly enough for it to be called eco-friendly? Right, we couldn’t tell you either.

o Search for a calculated phrase that ends or starts with “%% more sustainable”

§ More sustainable per item of clothing? For the whole company? Watch out for sustainability percentages that contrast between these two metrics (ex: “reduced carbon emissions by 15% per item of clothing”, but also increased production by 30%).

§ Are you more sustainable because you are starting to outsource production outside of the company, whose numbers do not count towards your own?

o Be aware when the product is made of “vegan leather”

§ “If this fabric is not explained, most likely it is because it is made out of PVC, which releases microplastics into water.” - Justine Leconte

o If a product is “Organic,” that can be checked!

§ How much of the product/fabric content is organic? Is their fabric certified organic?

Is the cost of the garment so low it’s shocking?

o Purchasing sustainably does not need to be expensive, but it sure will cost more than fast-fashion. Consider: for a mass-produced $12 shirt, subtracting transportation, admin, marketing, and materials costs, was the seamstress paid enough for this job? Probably not.

Look at how they close the circle in production.

o Do they have take-back programs or lifetime warranties to extend the life of the garment or to recycle/reuse it?

Keep in mind that if a company’s website is not giving you the information you need or want for an informed purchase, email them! A truly sustainable company will be excited to be transparent with you about their values and practices.

Sustainable shops to replace your current brands:

These companies (thanks to some research on GoodOnYou) are here to give you a place to start in your sustainable brands search. Happy shopping!

- For Days – for your affordable, simple basics.

- Dallas Daws – for your linens; the epitome of slow fashion.

- KOTN – for the urban inspired girlies.

- Mila.Vert – for clean lines and custom fits.

- ARMEDANGELS – for jeans upon jeans and basics.

- OhSevenDays – for elegant, elevated, romantic basics.

- Mud Jeans – for more jeans and rentable options.

- Asket – for the classic and neutral girls.

More resources for sustainable fashion:

Conscious Chatter Podcast by Kestrel Jenkins