Green outside, empty inside: let’s talk about greenwashing

The phenomenon of greenwashing has become widespread and represents one of the most dangerous traps for those striving to make conscious choices, especially in the fashion industry.

Greenwashing refers to a marketing strategy that exploits the growing awareness of environmental sustainability to promote products that, in reality, fail to meet ecological and ethical standards. Essentially, greenwashing acts as a "green mask," often cleverly disguised behind vague labels or baseless sustainability claims.

Words like eco-friendly or green are everywhere, but they often lack genuine commitment. Companies practicing greenwashing rely heavily on appealing terms devoid of real data or recognized certifications to create a clean image without enacting meaningful changes in production processes or reducing environmental impact.

Greenwashing becomes a "shortcut" that not only misleads consumers but also harms the environment by perpetuating disposable fashion. This is fueled by constantly renewing collections, contributing to harmful overproduction that impacts the planet.

Greenpeace, through its Detox My Fashion initiative, has highlighted how many major fast fashion companies introduce small "green" collections to appear sustainable while leaving their overall environmental impact unchanged. So, when you search for a sustainable t-shirt, you might encounter a product that's green in name only. But how can you distinguish genuine efforts from pretense?

Index

1. A trap for consumers: greenwashing
2. Between confusion and environmental harm
3. Fashion and false green promises
4. Examples of greenwashing in fashion
5. The role of consumer
6. L'Information is the best defence

A trap for consumers: greenwashing

Consumers are increasingly mindful of what they purchase, even in the fashion world. Many clothing companies have responded to this demand with seemingly green policies.

But what's really behind them? Greenwashing, a term that emerged in the 1980s, refers to the deceptive actions of brands aiming to appear more sustainable than they truly are. Fashion, inherently tied to trends, has become fertile ground for this strategy, capitalizing on the growing desire for eco-friendly and sustainable garments to gain marketing and sales advantages.

Greenwashing in fashion takes many forms, but the common thread remains: presenting initiatives as green without fundamentally altering business practices. Many brands promote a specific "sustainable" collection or capsule line while leaving the rest of their production unchanged. This leads consumers to believe that the entire brand is making ethical and ecological choices, even if these actions apply to only a small portion of their products or practices.

Recognizing greenwashing is the first step to defending yourself. If a company isn't willing to overhaul its entire production process to align with sustainability, it's likely just riding the wave of sustainability without implementing genuine green practices.

Between confusion and environmental harm

Greenwashing isn't just a misleading strategy; it has significant repercussions for the planet and consumers. When companies adopt a sustainable façade without truly changing their practices, they create confusion and erode public trust in green initiatives.

This strategy often leads consumers, driven by a desire to make conscious purchases, to inadvertently support brands that contribute to the environmental crisis. On the other hand, companies that genuinely commit to sustainability find it harder to stand out in a market dominated by false promises.

Environmentally, greenwashing has equally detrimental effects. This misinformation diverts attention and resources from genuine structural changes, such as adopting circular production models, reducing carbon emissions, and eliminating toxic substances from textile processes. The result is an industry that remains stuck in outdated and harmful practices, failing to adapt to the planet's needs.

Every superficial green initiative not only delays the adoption of truly sustainable models in the fashion industry but also diminishes public awareness of the criteria needed to identify an authentically sustainable brand.

Fashion and false green promises

In the fashion world, a sector notoriously impactful on the environment, false green promises are ubiquitous. For instance, many companies claim to use organic cotton or recycled materials but fail to clearly specify production methods, working conditions, or the product's actual environmental impact. Garments labeled as green or sustainable may grab attention but often result from surface-level operations that leave production processes untouched.

Another red flag is the misuse of so-called environmental certifications, some of which, unfortunately, can be obtained easily without genuine supply chain checks. Many consumers rely on the value of certifications to make more ethical choices, but not all certifications guarantee the promised ecological commitment. Recognized certifications like GOTS (Global Organic Textile Standard) and OEKO-TEX require rigorous processes and concrete verification of production methods, from material sourcing to processing.

Examples of greenwashing in fashion

A common form of greenwashing involves offering promotions or discounts in exchange for used clothes, an initiative that often serves as an incentive for compulsive shopping rather than a sustainability tool. Fast fashion brands, for instance, periodically launch these in-store collection campaigns to appear more ethical and responsible while actually encouraging customers to quickly fill their wardrobes with new purchases. An ostensibly green behavior that, in reality, fuels the disposable consumption mechanism.

Another concrete example is brands that, while promoting sustainable capsule collections, fail to ensure supply chain transparency across the board. The lack of clear information about the origins of raw materials and production methods highlights a lack of genuine commitment.

The role of consumer

Consumers play a crucial role in combating greenwashing. Choosing to buy from brands that operate ethically represents an act of awareness and respect for the planet and its inhabitants.

Each of us has the power to influence the market through responsible choices. Avoiding brands that practice greenwashing means supporting companies that genuinely commit to sustainability.

Many shoppers wonder how to recognize greenwashing or differentiate a truly sustainable company from one that isn't. The answer lies in understanding production processes and the long-term commitment of companies to protect the planet. Being informed, spreading awareness, and demanding greater transparency actively contribute to change.

Information is the best defense

Understanding greenwashing is just the first step. To protect yourself, it's important to research and choose brands that work transparently, prioritizing durable, natural and certified materials. Every well-made, resilient, and traceable garment, like those produced by Oscalito, represents a step toward reducing your wardrobe's environmental and social impact.