THE LOWDOWN | What is Greenwashing

Let's talk about a topic that's close to our heart: greenwashing. As more people become aware of the environmental impact of the fashion industry, more brands are claiming to be sustainable. However, not all of these claims are true. In fact, some brands engage in a practice called greenwashing. Let's take a closer look at what greenwashing is and how you can spot it to make informed choices when shopping for sustainable fashion.

Greenwashing is a marketing strategy used by companies to make their products or services appear more environmentally friendly than they actually are. It's a way for companies to capitalize on the growing consumer interest in sustainability and to differentiate themselves from competitors. Unfortunately, greenwashing can be misleading and can make it difficult for consumers to make informed choices.

In the context of sustainable fashion, greenwashing can take many forms. For example, a brand might claim that their clothing is made from sustainable materials, but in reality, only a small percentage of the materials used are sustainable. Or, a brand might claim that their clothing is made in a sustainable way, but in reality, their production processes are not much different from those of conventional fashion brands.  This is why Cadre provides transparency into all our products manufacturing processes and materials - no greenwashing here. 

Now that we know what greenwashing is, let's talk about how to spot it in sustainable fashion. Here are some things to look out for:

One of the most common signs of greenwashing is vague or ambiguous language. For example, a brand might claim that their clothing is "eco-friendly," "sustainable," or "green," without providing any specific information about what that means. When you see language like this, it's important to ask questions and do your research to find out what the brand actually means.

Another red flag to look out for is the lack of certifications or third-party verification. Sustainable fashion brands that are truly committed to sustainability will often seek out certifications or third-party verification to demonstrate their commitment. These certifications can include things like GOTS (Global Organic Textile Standard), Fair Trade, and B Corp. If a brand doesn't have any certifications or third-party verification, it doesn't necessarily mean they're engaging in greenwashing, but it does mean that you should be extra cautious.  Certifications can be costly for small brands.  This is why Cadre provides all our brands with third party verification by Hey Social Good.  Learn more about the Cadre Code, our vetting process here.  

Sustainable fashion is a complex issue that involves many different aspects of sustainability, including materials, production processes, and labor practices.  Remember progress over perfection - do what you can and check the about us page of all your favorite brands to find more information on their practices.