April 28, 2022 3 min read

Ethically-made and sustainable clothing is becoming more popular as consumers become aware of their fashion choices and the resultant impact on the company’s workers and the environment. Many clothing brands are taking the appropriate steps to protect our planet, their workers and animals. 

However, eco-friendly shoppers have to be wise to avoid companies that are “greenwashing” and taking advantage of modern trends in order to increase their profits.

What is “Greenwashing” in Fashion?

This term refers to brands that use misleading marketing tools and sustainability-focused campaigns. These companies cater to shoppers' progressive and eco-friendly principles without truly doing anything substantial to reduce their negative environmental and social repercussions. 

Marketers have taken note that consumer attitudes are shifting towards environmentally-conscious shopping, and concepts such as sustainable, “slow” fashion.

Consumers need to be able to spot greenwashing in the fashion industry in order to ensure they are truly making eco-friendly purchasing decisions. This article will outline tips that will help you buy from brands that truly care about sustainable clothing and fashion with a positive impact.Look carefully into eco-friendly collections

Many brands will launch conscious collections or eco-friendly lines, but it does not mean it's true just because they state these terms, so you should question these collections. Research what percentage of the overall business follows through with these claims, and consider the production chain behind the scenes to determine whether it’s an eco-friendly line.

1. Look carefully into eco-friendly collections

Many brands will launch conscious collections or eco-friendly lines, but it does not mean it's true just because they state these terms, so you should question these collections. Research what percentage of the overall business follows through with these claims, and consider the production chain behind the scenes to determine whether it’s an eco-friendly line.

2. Look for certifications

Double-check to ensure that the certificates a brand claims to have are legitimate. The good news is that there are certifications that fashion brands can receive to show their commitment to sustainability. There are governing organizations that oversee and regulate these certifications, such as Fair trade: a brand or an individual product that has been certified and labelled by an independent organization because it meets certain standards.⁠ Do not be afraid to do your background research and dig!

3. Look at the labels

Brands may say they use sustainable fabrics, but this may not be the case, so don't trust words like "vegan" or "natural" and check the labels. Many vegan alternatives are made from synthetic, plastic-derived materials, which will pollute the environment and only if you read the labels will you have a clear understanding of what your clothing is made of. This information will tell you whether your purchase is sustainable, and you will be able to make more intelligent purchases as a result.

4. Take a look at their website

Companies who genuinely care about sustainable fashion will make it very easy for you to find information. You shouldn't have to go through multiple clicks to access information about their fabrics, suppliers and production facilities, and their website should provide you with quick access because they’ll be proud of their sustainability standards and want to display this aspect. Reputable companies will share this information with their audience and discuss their dedication to sustainable fashion and all the positive ways they are trying to change the harmful cycle known as fast fashion.

5. Don’t fall for deceptive imagery

Pictures can be compelling, and many fast fashion brands will use images of nature and earth in their marketing to show off their environmental efforts. While pictures of beautiful fields and rainforests are lovely, it’s not proof that the company is keeping up with sustainable practices, so be wary as this imagery can be deceiving.

Ecolove: People and Planet Friendly Since 2017

Here at Ecolove, we are committed to making ethical and sustainable women's clothing, so you can have peace of mind knowing your purchases are eco-friendly. We care about our planet, humans and animals and only use energy-efficient equipment and eco-friendly certified fabrics. If you want to look great while feeling good about the clothes you wear, come and shop with us today!