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How To Spot Greenwashing and Make Ethical Choices when Shopping.

How To Spot Greenwashing and Make Ethical Choices when Shopping.

How To Spot Greenwashing and Make Ethical Choices when Shopping.

Rack of trendy clothing portraying sustainable fashion

In today's fast-paced fashion industry, the term "sustainability" has become a buzzword, often used by brands to attract conscious consumers. However, not all claims are genuine, and many clothing companies engage in "greenwashing," where they present themselves as eco-friendly without substantial evidence to back it up.

As a mindful consumer, it's essential to be equipped with the knowledge and tools to identify authentic sustainable practices. In this blog, we'll explore the world of sustainable fashion, how to spot greenwashing, and actionable tips to make ethical choices.


Spotting Greenwashing

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  1. Dig into the supply chain: Look for transparency in a brand's supply chain. Reputable sustainable brands provide detailed information about the sourcing of materials and production processes. The more transparent, the better!
  2. Check certifications and standards: Trustworthy certifications, such as GOTS (Global Organic Textile Standard) and Fair Trade, ensure that the clothing adheres to specific environmental and ethical criteria.
  3. Country of origin: The country of production plays a significant role in a brand's sustainability efforts. Brands producing garments in regions with robust environmental and labor regulations often exhibit a higher commitment to ethical practices.
  4. Mindful material choices: Sustainable materials like organic cotton, hemp, and Tencel have a lower impact on the environment compared to conventional alternatives like polyester or conventional cotton.
  5. Consider the lifespan: Quality matters. Durable, timeless pieces are less likely to end up in landfills, contributing to a more sustainable wardrobe.


The first step for a mindful consumer is to examine the garment's composition and production location. Avoid materials like polyester, regular cotton, nylon, and acrylic, which contribute to high carbon emissions and excessive water usage. Instead, opt for sustainable textiles such as organic cotton, hemp, flax, and Tencel.

Regarding the manufacturing location, countries like Portugal, Turkey, and Italy are renowned for their high-quality clothing and ethical working conditions. On the contrary, countries like China, Bangladesh, and India often prioritize fast-paced production processes with the extensive use of chemicals and poorer working conditions.

These 2 factors (materials used & manufacturing location) are steps to determine whether a garment is more likely to be sustainable or unsustainable.


Making Ethical Choices

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  1. Support local brands: Choose locally made garments when possible to minimize the carbon footprint associated with transportation.
  2. Opt for timeless pieces: Prioritize timeless designs that can be worn for multiple seasons, reducing the need for constant replacements.
  3. Embrace slow fashion: Invest in well-crafted, durable items that align with your personal style and values. Slow fashion encourages thoughtful consumption.



As conscious consumers, we have the power to influence the fashion industry positively. By recognizing greenwashing tactics and making informed choices, we can encourage brands to adopt more sustainable practices genuinely. Choosing ethically produced clothing not only benefits the environment but also supports brands that prioritize transparency, fair labor, and sustainable materials.

We hope that this article will give you some support on making sustainable fashion choices. In our next blog we will take a deep dive into the carbon emissions and water requirements of our own brand which is supported by the Wageningen University & Research in the Netherlands!

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