Green Washing: The Illusion of Sustainability

Sustainability is the future of fashion. Consumers are more conscious than ever about where their clothes come from, how they’re made, and the impact they have on the planet. But as demand for ethical fashion grows, so does greenwashing—a marketing tactic used by brands to appear more sustainable than they really are.

So, what exactly is greenwashing? It’s when companies exaggerate or falsely claim that their products are environmentally friendly to appeal to conscious shoppers, all while continuing harmful production practices. It’s a smokescreen that distracts from the real issues—excessive waste, unethical labor, and mass production that prioritizes profits over the planet.

How Greenwashing Works

Greenwashing can take many forms, but some of the most common tactics include:

• Vague or misleading language – Terms like “eco-friendly,” “sustainable,” or “green” are thrown around without evidence to back them up.
• Limited “sustainable” collections – A brand releases a small “conscious” or “organic” line but continues mass-producing unsustainable clothing.
• Recycled materials hype – A company highlights one sustainable aspect, like recycled polyester, while ignoring the environmental impact of the rest of their supply chain.
• Lack of transparency – Brands claim ethical practices but fail to disclose factory conditions, labor wages, or carbon footprints.

Brands That Have Been Called Out for Greenwashing

Even some of the biggest names in fashion have been exposed for misleading sustainability claims:

• H&M’s “Conscious Collection” – Marketed as sustainable, but investigations found that the brand still mass-produces synthetic clothing and continues fast-fashion business practices.
• Zara’s “Join Life” Line – Promoted as eco-friendly, yet the company still relies on unsustainable production and rapid turnover of trends.
• Shein’s “EvoluSHEIN” Collection – A classic example of greenwashing, as the brand’s entire business model is based on overproduction and disposable clothing.
• Adidas and Nike – Both have released products with recycled materials but have been criticized for continuing to rely on plastic-based fabrics and unethical labor.

How to Spot and Avoid Greenwashing

If a brand is claiming sustainability, take a closer look. Here are some ways to determine if a company is actually making a difference or just capitalizing on the trend:

• Look for real transparency – Do they disclose where their materials come from? Do they publish sustainability reports?
• Check for credible certifications – Recognized labels like GOTS (Global Organic Textile Standard), Fair Trade, and B Corp are better indicators than vague “eco” claims.
• See the bigger picture – A single “green” collection doesn’t mean a brand is sustainable. What are they doing to reduce waste, improve working conditions, and create long-term change?
• Support brands that practice what they preach – Instead of fast fashion giants, consider smaller, independent designers who prioritize upcycling, ethical labor, and long-lasting quality.

The shift toward sustainability is happening, but greenwashing makes it harder for consumers to make truly ethical choices. As shoppers, we have the power to demand transparency and support brands that actually care about the planet—not just their marketing.

At Milk Room, we believe that fashion should be both stylish and sustainable. That’s why we continue to highlight upcycled, secondhand, and slow fashion as real solutions—not just empty buzzwords.