Greenwashing: what is it and how do you recognize truly sustainable fashion?
Why greenwashing gives me a stomachache
Let's talk about greenwashing. Not my favorite topic (it gives me a stomachache), but an important one. Because I see so often that people think they are being sustainable, while they are actually being misled. And believe me, the fashion world is a champion at it.
Greenwashing means that a brand or store acts as if it is sustainable, while that isn't true. Think of a label saying “conscious,” a campaign featuring flowers and happy people, or a tag saying “organic”… but without any explanation. Behind the scenes: the same toxic chemicals, low wages, and mass production.
How do you recognize greenwashing?
Fortunately, there are ways to see through the green sheen. Pay attention to these things, for example:
- Transparency: Can you see where and by whom your clothing was made?
- Real certifications: such as GOTS, Fair Wear, or PETA Approved Vegan.
- Substantiation: Does it state how something was produced sustainably, or are they just empty slogans?
- Consistency: Is the brand truly sustainable, or do they just have a mini “eco-line” alongside their fast fashion?
Greenwashing & polyester – you couldn't make this up
One of the biggest greenwashing tricks at the moment? Recycled polyester. It sounds sustainable: made from PET bottles. Until you hear that there are entire factories in China that produce bottles specifically to make clothing out of them. Never used, just straight to the textile factory. And yet, it can be sold as “recycled polyester.” Technically, it's correct. Morally? Laughable.
What do we do differently at Natur-el?
We only choose brands that make the whole story add up: fair wages, safe conditions, natural materials, and transparency. Think of brands like Dawn Denim, Lanius, Engel Natur, Armedangels, and Madness. For every product on our site, it states exactly what makes it sustainable and where it is made. We don't do empty slogans, and we certainly don't make vague promises.
Convenient: in our webshop, you can filter by certifications like GOTS or FairTrade. So you don't have to sift through all the fine print yourself.
Why greenwashing is so dangerous
What is the biggest problem with greenwashing? Greenwashing gives you the feeling that you are doing a good job. But as long as we keep believing in fake sustainability, nothing will ever truly change. And that is what gives me that stomachache.
What you can do
- Ask questions – an honest brand has nothing to hide.
- Read labels and check certifications.
- Trust your gut: does something sound too good to be true? Then it often is.
Need honest advice?
At Natur-el, we are happy to help you. Online, by phone, or just in our store in Rotterdam. We know our brands through and through and give you honest advice – without the fuss. That way, you can be sure that you are taking home a sustainable sweater, pair of trousers, or dress with peace of mind.
Love,
Vera
Frequently asked questions about greenwashing
What exactly does greenwashing mean?
Greenwashing means that a brand or store presents itself as more sustainable than it actually is. They use green slogans and images, but behind the scenes, the poor working conditions and polluting materials remain.
Why is greenwashing bad?
Because it gives consumers a false sense of sustainability. You think you are doing good, but in reality, nothing changes. As a result, fast fashion persists, and that is disastrous for people and the planet.
How can I recognize greenwashing?
Always look for certifications like GOTS, Fair Wear, or PETA Approved Vegan. Pay attention to whether brands are transparent about production and materials. And ask yourself: is this truly their mission, or just a small green side project?
Is recycled polyester sustainable?
Not always. Recycled polyester from actually used bottles is a good idea, but new PET bottles are also produced solely to be melted down again. That may be technically called “recycled,” but it is, of course, pure greenwashing.
