How to Spot Greenwashing in Fashion: Simple Tips for Identifying Genuinely Ethical Fashion Brands

Sustainability in fashion is more than just a trend—it’s a movement. With more brands jumping on the “eco-friendly” bandwagon, it can be tricky to figure out which ones are truly committed to sustainability. Unfortunately, not all brands that claim to be “green” are actually making a difference. This misleading practice is known as greenwashing, and it’s more common than you might think.

In this post, we’ll show you how to spot greenwashing in fashion and how to support genuine ethical brands that are truly committed to making a positive impact on the planet.

What is Greenwashing in Fashion?

Greenwashing is when brands use words like “eco,” “sustainable,” or “green” to appear environmentally friendly, without making any real changes behind the scenes. Think of it like a plastic bottle with a leafy sticker on it—it may look good, but it doesn’t align with its eco-friendly claims.

So, how do you tell the difference between brands who are genuinely committed to sustainability and those just trying to cash in on the trend? Let’s dive in!

How to Spot Greenwashing in Fashion

1. Look for Transparency in Fashion Practices

What to Watch For:
Ethical fashion brands are proud to share the details about their sourcing, production processes, and materials. They’ll openly discuss where their fabrics are sourced, who is making their clothes, and the conditions of their factories. If a brand is vague or makes sweeping claims like “we’re committed to sustainability” without backing it up with details, that’s a major red flag.

Quick Check:
Do they have sustainability certifications like GOTS (Global Organic Textile Standard) or Fair Trade? Are they clear about their suppliers or labor practices? If not, it’s time to question their authenticity.

2. Watch Out for Buzzwords Without Action

What to Watch For:
Words like “eco-friendly,” “green,” and “sustainable” are used all the time, but do they actually mean anything? Greenwashing brands love these buzzwords because they sound good but often lack substance.

Quick Check:
Look for specifics about how the brand is making a difference. Are they using organic cotton, recycled materials, or renewable resources? If they throw around terms without clear explanation, they may be more focused on marketing than real sustainability.

3. Examine the Materials Used in Clothing

What to Watch For:
A single “sustainable” collection doesn’t make a brand ethical. Many fast-fashion giants launch eco-friendly lines while the rest of their clothing is still damaging to the planet (for some brands, very damaging).

Quick Check:
Look for brands that prioritise natural and organic materials across their entire product line. Sustainable fashion brands focus on materials like organic cotton, hemp, or recycled fabrics. Bonus points if they explain how they reduce waste during production.

4. Think Long-Term: The Durability of Clothing

What to Watch For:
Greenwashing brands often sell cheap, disposable clothing designed to wear out or go out of style quickly, encouraging you to buy more. Sustainable fashion is about longevity and designing clothes that can last for years.

Quick Check:
Do customers rave about the durability of the brand’s products? If the clothes fall apart after a few washes, they’re not made to last. Ethical brands create high-quality clothing that’s designed for longevity.

5. Look for Third-Party Certifications

What to Watch For:
Third-party certifications are proof that a brand’s sustainability claims are verified by an independent body. Some of the most recognised certifications include:

• GOTS (Global Organic Textile Standard)
• Fair Trade (ensures ethical labor practices)
• OEKO-TEX (guarantees fabrics are free of harmful substances)

Quick Check:
If a brand mentions these certifications, they’re more likely to be legit. If not, ask them about their practices or choose a brand that is transparent about their practices.

6. Be Cautious of Bargain Prices

What to Watch For:
Ethical fashion often costs more because it’s made with sustainable materials and fair labor practices. If a brand is offering rock-bottom prices, they may not be paying their workers fairly or using quality, eco-friendly materials.

Quick Check:
If a brand claims to be sustainable but offers suspiciously low prices, consider how they’re cutting costs. Sustainable fashion often costs more due to higher production standards.

Why Ethical Fashion Matters for Families

As parents, we want to make the world a better place for our kids, and ethical fashion is one way to make a real impact. Every choice we make today affects our future, and supporting ethical brands helps ensure that our children inherit a healthier planet.

By choosing sustainable fashion for families, we are not only dressing our loved ones in comfortable and stylish clothing but also teaching them the values of fairness, responsibility, and environmental care. Ethical clothing can help create a brighter, greener future for the next generation.

At Arius, we pride ourselves on being a genuinely ethical brand. We’re committed to sustainability, transparency, and fair labor practices.

• Sustainability is at the heart of everything we do, from using organic cotton and deadstock materials to producing our clothes through ethically certified manufacturers.
• Transparency is key, so we openly share where our materials come from, how they’re made, and the impact of every purchase.
• Ethical practices guide our business, from fair wages to environmentally friendly production methods.

Whether you’re looking for a comfy women’s tee or matching outfits for the whole family, you can feel good knowing every purchase supports a brand that truly cares about people and the planet.

Trust Your Instincts and Choose Wisely

Greenwashing is everywhere, but now you’re equipped to spot the signs. When a brand’s sustainability claims feel too vague or too good to be true, trust your instincts and do your research. Every choice you make can contribute to a better world. 

If you’re ready to make a positive impact with your clothing choices, explore our Arius collection. We offer stylish, sustainable fashion that’s kind to both the planet and your family. With every purchase, you’re supporting ethical practices and quality craftsmanship. Because at Arius, we believe that looking good, feeling great, and doing good can go hand in hand.