Identifying whether a fashion brand is truly sustainable or just greenwashing can be tricky, but here are key signs to look for:

1. Transparency in Sourcing & Production

✅ Genuine Sustainability:

• Brands openly share where they source materials, who makes their products, and the environmental impact of production.
• They provide third-party certifications like GOTS (Global Organic Textile Standard), Fair Trade, OEKO-TEX, or B Corp.

❌ Greenwashing Red Flags:

• Vague claims like “eco-friendly” or “conscious collection” without details.
• No information about factories, labor conditions, or supply chain transparency.

2. Material Choices & Composition

✅ Genuine Sustainability:

• Uses organic cotton, TENCEL, recycled fabrics, and low-impact dyes.
• Clearly states the percentage of sustainable materials in each item.

❌ Greenwashing Red Flags:

• A “sustainable” line with only 5-10% recycled material while the rest of their clothing remains fast fashion.
• Misleading terms like “vegan leather” without specifying if it’s plant-based or just plastic-based PU/PVC.

3. Ethical Labor Practices

✅ Genuine Sustainability:

• Pays fair wages and ensures safe working conditions.
• Partners with ethical factories and provides details about them.

❌ Greenwashing Red Flags:

• Claims to support ethical labor but has no concrete policies or certifications.
• Manufactures in countries with poor labor regulations without any oversight.

4. Lifecycle & Circularity

✅ Genuine Sustainability:

• Offers clothing recycling programs, repair services, or take-back initiatives.
• Designs products for longevity rather than fast trends.

❌ Greenwashing Red Flags:

• Encourages overconsumption (e.g., excessive sales, constant new collections).
• No mention of product lifespan or recyclability.

5. Carbon Footprint & Environmental Impact

✅ Genuine Sustainability:

• Measures and publicly shares carbon footprint reduction goals.
• Uses sustainable packaging and minimizes water use.

❌ Greenwashing Red Flags:

• Claims to be “carbon neutral” without explaining how.
• Offsets emissions without actually reducing them.

6. Certifications & Third-Party Verification

✅ Look for legitimate certifications:

• Fair Trade Certified (ethical labor)
• GOTS (organic textiles)
• Cradle to Cradle (circularity)
• B Corp Certification (overall sustainability)

❌ Avoid fake labels or vague self-created “eco badges” that lack third-party backing.

Final Test: Do Their Actions Match Their Words?

• Check their past: Have they improved, or is sustainability just a trend for them?
• Look beyond the marketing: Are they actually making industry-wide change?
• Who owns the brand? If a fast fashion giant owns them, be skeptical.

Bottom Line: If a brand truly prioritizes sustainability, they’ll have facts, data, and transparency—not just catchy green slogans. 🌱♻️