Greenwashing in fashion is a major issue right now – so-called 'sustainable' brands can actually be anything but…
September 29, 2022 - 13:27 BST Orin Carlin If you're new to the world of sustainable fashion, the term 'greenwashing' might not resonate with much meaning. No, it's not an extremely extra approach to colour-sorting your laundry, rather, greenwashing refers to brands that intend to pull the wool over your eyes concerning their ecological impact via crafty diversion tactics.
How can you identify greenwashing? "There are a couple of ways to spot greenwashing, firstly if it looks too good to be true then it probably is. Look for data-driven evidence to back up any claims a brand is making. Vague terms like 'conscious', 'responsible', or 'sustainable' without an explanation of what these mean are big red flags," Natalie explains.
How can you avoid greenwashing? "For consumers, the best way to avoid greenwashing is to read the fine print. Don't just take what a brand is saying at face value, look for evidence of what they're saying and ask questions," Natalie advises.
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