The 2013 collapse of the Rana Plaza factory in Bangladesh where over 1,000 workers were killed and many more were injured, revealed how players in the fast fashion industry are able to sell their products at such absurdly low prices—by using cheap materials, cheap labor and the cheap real estate found in developing countries. In the wake of overwhelming consumer backlash, many fast fashion companies quickly jumped onto the sustainability bandwagon. However, the attempts of these companies to adopt a sustainability ethos while simultaneously pledging fealty to corporate shareholders, has led to widespread accusations of greenwashing.
What is Greenwashing?
Greenwashing in the fast fashion industry refers to the deceptive marketing practices employed by companies in an attempt to portray themselves as environmentally friendly while continuing harmful production and manufacturing practices. Brands often highlight the use of sustainable materials or eco-friendly initiatives, such as recycling programs, to divert attention from the negative socio-environmental impacts of their overall operations. For instance, many fast fashion retailers frequently launch limited “sustainable” collections that rely more on marketing hype than a significant change in core values, masking the continuous production of low-quality garments that contribute to waste and pollution.
Moreover, the marketing tactics associated with greenwashing also exploit the growing consumer demand for sustainable fashion. Many brands use catchphrases like “eco-conscious” or “green collection” without a transparent commitment to long-term improvements. This façade can mislead consumers into believing that their purchases are contributing positively to their world, when in fact, the rapid turnover of styles and the resulting waste often negate any minor sustainable measures implemented. Ultimately, greenwashing raises ethical concerns about consumer trust and the authenticity of sustainability claims in the industry, signaling an urgent need for regulatory oversight as well as support for brands that genuinely prioritize sustainable business practices.
How Can I Protect Myself from Greenwashing?
There are a few telltale signs that can help you identify truly sustainable fashion brands, including:
Certifications
Look for certifications such as Fair Trade, Global Recycled Standard (GRS) OEKO TEX STeP, ISO 140001, and B Corporation to ensure that a brand aligns with sustainable fashion principles. For example, here at JEREMIAD, our signature heavyweight cotton jersey t-shirts are GOTS certified, which represents the world’s leading standard for organic textile products (read more about the GOTS standard here). What this means is that the product you receive is authentically organic and socially responsible.
Transparency
Sustainable fashion brands should be transparent about their supply chain, materials used, and labour practices. Check their website for detailed information. For instance, KOTN, a Canadian clothing brand, shares extensive information about their factories, materials, and costs on their website, allowing consumers to make informed decisions.
Mission and Values
Investigate the brand's mission and values to ensure they align with sustainable fashion principles. CHNGE, is an example of a clothing brand with a strong commitment to sustainability and social responsibility, as reflected in their mission statement and values.
Reviews and Recommendations
Seek out reviews and recommendations from trusted sources and friends to help you identify sustainable fashion brands. Websites like Ethical Consumer, Good On You and The Good Trade offer reviews and ratings of various fashion brands, highlighting their sustainability and ethical practices.
Making My Wardrobe More Sustainable
To make your wardrobe more sustainable, there are a few steps you can take: research sustainable fashion brands and stay informed about new innovations and developments in the industry, buy higher-quality pieces with timeless designs that can be worn for years to come, extend the life and usability of your garments by repairing any damage or upcycling them into something new, buy pre-owned clothing, and most importantly, spread the word! Encourage your family, friends, loved ones (and even your enemies!) to think sustainably, and to consider the impact of their clothing choices. By deepening your understanding of sustainable fashion and incorporating these practices into your wardrobe, you can make a positive impact on both the fashion industry and the world around you.