Sunday, 09 Aug 2020

What is greenwashing and how to recognize it in fashion


What is greenwashing and how to recognize it in fashionWhat is greenwashing and how to recognize it in fashion -  While some brands are embarking on a green path, others are just doing greenwashing. 

On the pages of the famous Vogue magazine, the article “What is greenwashing and how to recognize it in fashion” tells how to make sure that our things don’t harm the planet and our environment.

Environmental awareness, environmental safety, sustainable development - which words are not used right now to promote green brands and corporations. 

And, despite the fact that in general the number of companies responding to the climate crisis is constantly growing, it is not always possible immediately to understand which one is truly responsible and which is engaged in greenwashing.

The term “Greenwashing,” or “Green camouflage,” was first proposed by ecologist Jay Westerveld in 1986. 

Greenwashing is the use by a company of misleading or false statements that suggest that it does more for the environment than it actually is.

Consumers need to conduct research and ask questions themselves. “Don’t believe everything that marketers say”,- comments Harriet Woking, brand director of Eco-Age, a consulting company. “Look at the company’s website, read what it does”.

Here are six ways to recognize greenwashing in fashion and become an environmentally responsible customer:

1) Trust the numbers, not the words

“Companies like to demonstrate themselves in terms like “created with the environment in mind” or “environmentally friendly”, but what percentage of their products are actually made from recyclable or already recycled materials?

2) Natural doesn’t always mean more environmentally friendly

Natural materials such as viscose, rayon and bamboo are advertised as environmentally friendly, but it all depends on how they are obtained.

3) Vegan - also not always more environmentally friendly

“Products with such a mark are advertised as environmentally friendly, because they didn’t kill animals for their manufacture”,- says Woking. “But often these things are made of oil, which harms the planet”.

4) Find out who makes the clothes you wear

Brands are increasingly publishing detailed information about their suppliers, but much less is known about the treatment of workers in factories.

5) Check for certificates

Find out if the company has industry standard certifications that support the statements made.

6) Invest in brands with an integrated approach
Invest in brands that pay attention to the big picture, and not to individual issues. Sustainable development should extend to all activities and at all stages: from headquarters to design, production, delivery and sales.

The best choice is an absolutely transparent brand that openly informs about its sustainable development path.



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