What Is Greenwashing in the Fashion Industry

In today’s world, more and more people want to shop ethically and reduce their environmental impact. But with that growing demand comes a growing problem: greenwashing in the fashion industry. This deceptive practice can make even the most harmful brands appear “sustainable.” So how do you spot it—and shop smarter?

What Is Greenwashing?

Greenwashing is when companies use misleading language, imagery, or marketing claims to appear more environmentally friendly than they actually are. It’s all about selling sustainability without doing the work. For example, a brand might use vague terms like “eco,” “green,” or “natural” without any proof or certification to back it up.

Why Is Greenwashing Bad?

You might wonder, why is greenwashing bad if it encourages better choices? The truth is, it misleads consumers and gives a free pass to brands that continue harmful practices. It slows down the shift toward real sustainability and makes it harder for genuinely responsible brands to stand out.

Plus, buying from greenwashed brands can lead to greater waste, more pollution, and unfair labor practices—exactly what conscious consumers are trying to avoid.

Is Greenwashing Illegal?

Currently, greenwashing is not always illegal, but regulators are cracking down. In the EU, for example, stricter rules are being implemented around environmental claims. Still, the burden often falls on consumers to spot the signs—making education even more important.

How to Spot Greenwashing in Fashion

Here’s how to perform a basic sustainability check:

• Look for certifications: Reputable brands will have third-party certifications like GOTS, OEKO-TEX, or Fair Trade.

• Avoid vague claims: If a label just says “eco” without details, be cautious.

• Research the brand: Do they publish a sustainability report? Are they transparent about their supply chain?

• Check the material: “Recycled polyester” sounds great, but is it truly better if it sheds microplastics?

Also, be wary of brands that promote one "green" product heavily, while the rest of their line is produced unsustainably. That’s a classic case of greenwashing.

How to Shop Sustainably

The best way to avoid greenwashing? Learn how to shop sustainably by relying on tools that do the hard work for you.

At Sacred Valley Tech, we’ve created Sally, your personal shopping assistant. Sally gives you clothes sustainability ratings, helping you understand not only the environmental impact of garments, but also their quality, durability, and care requirements—so you can make smarter, longer-lasting choices.

You’ll know where to buy sustainable clothing based on your values, budget, and style. No more guesswork, no more greenwashing.

Final Thoughts

Greenwashing in fashion undermines the sustainability movement and manipulates well-intentioned buyers. But with the right tools and a healthy dose of skepticism, you can support brands that actually deserve your money.

Start asking better questions. Use tools like Sally. And let’s build a fashion industry that earns its “green” label—truthfully.