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Walk into any clothes shop and you will see words like “conscious”, “eco” and “green”. Some of these claims are meaningful. Many are not. This is greenwashing: marketing that makes a product sound more sustainable than it really is.
What Is Greenwashing?
Greenwashing is when a brand uses vague, misleading or unproven environmental claims to appeal to shoppers who want to make better choices.
Common Greenwashing Tricks
- Vague words. “Eco”, “natural” and “green” mean nothing without detail.
- Tiny recycled content. A garment with a small percentage of recycled fibre may still be marketed as a sustainable range. I cover this in my post on recycled polyester.
- Focusing on one good thing. A brand may highlight one eco feature while ignoring the rest of its impact.
- No proof. Claims with no certification, data or explanation deserve caution.
A Simple Checklist
- Is the fibre content clearly stated, with percentages?
- Is there a recognised certification, and can you check it?
- Does the brand explain where and how the item is made?
- Is the claim specific, rather than a vague word?
My guide to sustainable fabric labels explains the main certifications in more detail.
Do Not Let It Put You Off
Spotting greenwashing is not about being perfect. It is about asking a few good questions before you buy. Often the best choice is buying less, buying second-hand, and choosing durable natural fabrics such as hemp or organic cotton.
Final Thoughts
Be curious, check the details and trust specific claims over vague ones. Browse my Shop Sustainable page for ideas.
Have you ever been caught out by a green claim? Share your story in the comments.
Where to look: check the label for a recognised certification such as GOTS, then browse GOTS-certified organic cotton clothing on Amazon UK.