Sustainability has become a buzzword for many brands and companies, but the good thing is that the environmental consciousness of consumers is at an all-time high, which has made the fashion industry face a critical examination of its practices, and rightly so!

What is Greenwashing?

Greenwashing in fashion occurs when companies make unsubstantiated or misleading claims about the environmental benefits of their products. This can range from using vague buzzwords like "eco-friendly" without proof, to creating a false impression of environmental efforts through marketing strategies. The term, a blend of 'green' and 'whitewashing,' was first used by environmentalist Jay Westerveld in 1986, reflecting an insincere display of concern for the environment.

Why Greenwashing Matters

For consumers genuinely concerned about the impact of their purchases, greenwashing not only misleads but also dilutes the impact of legitimate sustainable efforts. It creates a facade of environmental stewardship while hiding the ongoing harmful practices that might be, and most probably are, damaging the Earth. This deception not only is a roadblock towards genuine environmental sustainability but also corrodes the trust between consumers and brands.

How does Greenwashing work?

1. Ambiguous Labeling: Words like ‘natural’, 'eco', 'organic', and ‘green’ are often unregulated and are used without any factual basis. We, as consumers, are misled and assume that these terms equate to environmentally sound practices.

2. Ugly Trade-offs: Brands may promote a single green initiative, such as using organic cotton (really?), while neglecting to address other significant environmental impacts like water usage and chemical pollution.

3. False Claims: Selling an environmental compliance that is a legal requirement, and enforced by law, is a common tactic many brands use. They are not necessarily engaging in additional sustainable practices beyond what the law requires. They are simply obeying the law. This adds no real value to sustainability.

4. Lesser of Two Evils: Some brands may claim a product is more sustainable relative to alternatives but still harmful when considering the bigger environmental picture. Compare dirt with trash, what do you get?

5. Lack of Proof: Making environmental claims without providing evidence or certification from recognized third parties - "We are 100% sustainable." No you are not!

EXPLICIT’s Approach to Genuine Sustainability

At EXPLICIT, our commitment to sustainability is deep-rooted and transparent. We strive to do more than just use sustainable materials; we aim to create a comprehensive approach that considers every aspect of production and its impact on the planet.

1. Transparency: We openly share the details of our supply chain, from the sourcing of materials to the treatment of workers. Our customers have a right to know how their clothes are made, who makes them, and under what conditions.
2. Quality over Quantity: Our focus is on creating high-quality garments that last longer, reducing the need for frequent replacements and minimizing waste. This commitment extends to designing timeless pieces that defy fast fashion trends.
3. Ethical Practices: We ensure that all workers in our supply chain are treated with respect and paid fair wages. While we cannot get 'proof' of wages from the manufacturers, we try to get in touch with the team.
4. Revival and Recycling Initiatives: With initiatives like The Revival Line, we promote a circular fashion economy. We encourage consumers to return preloved items for recycling or refurbishment, ensuring that garments have a prolonged life cycle.

Impact of Greenwashing on Consumer Trust and the Environment

The impact of greenwashing extends beyond consumer deception; it also hampers the fight against environmental degradation. When brands engage in greenwashing, they not only undermine consumer trust but also detract from those making legitimate efforts to reduce their environmental footprint.

What is your role in combating Greenwashing?

1. Educate Yourself: Consumers should educate themselves about what true sustainability means and what it looks like in practice. Learning about the most commonly greenwashed terms and the certifications that matter can empower consumers to make informed decisions.

2. Demand Transparency: By demanding greater transparency from brands, consumers can force changes in the industry. Supporting brands that provide detailed information about their manufacturing processes and sustainability practices encourages more brands to adopt genuine sustainability.

3. Support Ethical Brands: Choose to buy from brands that have a proven track record of ethical practices and genuine sustainability commitments. Look for transparency, and concrete evidence of sustainable practices.

We all have a part to play, as consumers, as brand managers, as companies, as marketers, to influence a change.