Let's Talk About Greenwashing
With the environment becoming more and more of a concern, it's no surprise that sustainable fashion has become a greater priority for consumers. In particular, consumers are turning to brands such as Reformation and Everlane that have marketed themselves as using environmentally friendly production methods. However, further investigation into these brands' practices reveals that these claims of sustainability are largely untrue.
On the brand’s website, Reformation claims to be the most sustainable option for fashiom. Image via.
For instance, Everlane has come under criticism for failing to live up to its promise of radical transparency. Though the brand claims to provide full transparency about its production methods, sustainability advocates have found that Everlane does not deliver on this claim. The brand's website has little information about how much they pay the laborers who make their clothes or where they source their clothes' materials from. In fact, Everlane has been found to be less transparent than notorious fast-fashion brands such as H&M.
These brands have capitalized on the demand for sustainable fashion by making lofty claims about their production. Because the average consumer does not have access to information about these brands’ true practices, Everlane and Reformation remain revered as pioneers of the sustainable fashion industry. These two brands are some of the most notorious examples of greenwashing, the practice of spreading disinformation in order to make a corporation seem more sustainable than it actually is. Greenwashing extends beyond just the fashion industry. For instance, Amazon introduced the option to filter items by a “Climate Pledge Friendly” label. However, though greenwashing is not limited to fashion, it is most prominently used by clothing brands claiming to be sustainable.
“Greenwashing: spreading disinformation to make a corporation seem more sustainable”
Greenwashing is also being utilized by fast fashion brands that have released special “sustainable” lines. For instance, H&M, hoping to shed its image as unsustainable, has released a line called the Conscious Collection. This move has also been used by retailers such as Zara and Madewell. Through these sustainable lines, these companies hope to rebrand themselves as more eco-conscious, drawing in more consumers with a concern for sustainability. However, behind the scenes, these corporations do little to restructure themselves in ways that would actually lend to greater sustainability. For instance, these brands still overproduce clothing and use unsustainable practices.
A promotional image for H&M’s Conscious Collection, a clothing line marketed as more sustainable. Image via.
Ultimately, greenwashing is doing a great disservice to not only the environment but also consumers. Many consumers have reported the difficulty of finding sustainable fashion brands that work for their personal style and budget. They have expressed dissatisfaction at the lack of sustainable options available and guilt at not being able to shop sustainably as a result of their limited options. Given the disconnect that consumers already face between their desire to prioritize sustainability when purchasing clothing and the options they find themselves faced with, it feels especially frustrating that brands choose to deceive their customers and stick to their unsustainable practices instead of taking the initiative to actually become more eco-friendly. Consumers deserve a more sustainable fashion industry than the one that currently exists.
Cover image via.
