With the rise of brands that are greenwashing rather than green, we wanted to set out 4 easy ways to identify the green from the washing.

It’s hard to get away from the fact that fashion and fast fashion in particular pollutes our planet more than both the airline and maritime industry combined. It’s the second biggest polluter after the petrol industry. With more education and awareness not only of its environmental impacts but also of its ethical impacts, consumers are looking to find ways to do their bit and shop more sustainably and ethically. Big brands and fast fashion brands in particular are aware of this, and are finding ways to convince consumers that they too have rapidly changed their models to be ‘sustainable’. This is what is known as greenwashing.

Who made my clothes

Thanks to Fashion Revolution’s actions and movements, little by little, more brands are releasing information and being transparent about who is making their clothes, where and how much they are being paid.

When we talk about fast fashion giants, it’s hard to know what’s going on in their factories, most of them far away, and with poor working conditions and low wages. The bosses are supposedly oblivious to this because some factories sub-contract to even cheaper factories, but it’s not an excuse. All the fashion executives should be visiting the factories at a minimum and checking their conditions.

Generally, if the clothes are being made in Europe or the US, the workers are likely to have better conditions than in Asia. Still though, there are examples of modern slavery in Europe. Similarly, some brands do actually produce ethically in Asia, and work with the communities to infuse culture into the clothes they make and sell.

If you want to be sure, look for brands that produce collections in their home studios. They are usually made by the designer or a local seamstress and will be working in the best possible conditions.

Fabrics and materials

Generally, natural fabrics and pieces that are made in only one type of fabric are more sustainable than others. Organic cotton is much more sustainable than cotton.

However, using a natural fabric is not always eco-friendly. It’s important to look for how and where the materials are sourced. Some fabrics like bamboo, rayon and even cotton are often grown or turned into fabric with the use of pesticides and chemicals. We now know that bamboo fabrics, for example, if not organically produced, can be very polluting.

Vegan fabrics and materials, can also be far from being sustainable too, as most of the time they are made out of synthetic alternatives using oil, plastic and chemicals.

Deadstock or vintage fabrics are your safest bet, but if it’s not available, try to avoid synthetic fabrics.

Look for timeless pieces

Look for brands selling timeless pieces that you will wear over and over again. If a brand is pushing a piece that is ‘on trend’, it’s likely that they are not sustainable as they are rapidly changing what they produce to keep up with the ‘trends’ (this is one of the definitions of fast fashion).

Keep in mind that the most sustainable option is not to buy at all. Buying five sustainable pieces that you will only wear once is not sustainable.

Upcycling and mending are two options that many brands offer and it’s a great and fun way to turn an old piece into something you will wear and be environmentally responsible at the same time.

Brands with holistic approach

Look for brands that are focused on sustainability and environmental changes as a whole. They’re interested in the big picture and not in just a collection made in sustainable materials. Sustainable practices need to be present in every aspect of the business, packaging, production, materials and manufacturing. If you can’t find this information on the website, there’s probably a good reason why!

Try to invest much in brands with a holistic approach. Every pound you spend on these brands is pushing the sustainable agenda forward. If you’re not sure, try to find an alternative with a brand that you are sure about.

Overall, don’t put yourself under stress or pressure into making sure the brand you are buying from is 100% sustainable, even by researching and reading this blog, you are making a positive step forward.

How to spot greenwashing brands in fashion