{"id":7789,"date":"2011-09-19T09:00:09","date_gmt":"2011-09-19T16:00:09","guid":{"rendered":"http:\/\/wordpress-367309-1145696.cloudwaysapps.com\/?p=7789"},"modified":"2011-09-19T09:00:09","modified_gmt":"2011-09-19T16:00:09","slug":"greenwashing-fashion-industry","status":"publish","type":"post","link":"https:\/\/feelgoodstyle.com\/articles\/greenwashing-fashion-industry\/","title":{"rendered":"Greenwashing in the Fashion Industry – What to Look Out For"},"content":{"rendered":"

by Daniela Baker<\/strong><\/p>\n

\"greenwashing\"<\/a><\/p>\n

Greenwashing in the fashion industry is an increasingly common problem. To be fashionable, companies must stay afloat of the nearest trends, and that currently means going green – or pretending to.<\/h3>\n

To combat greenwashing in general, the sustainability agency Futerra<\/a> has published 10 signs of greenwashing<\/a> for consumers. We\u2019re going to cover 4 of the signs of greenwashing you have to especially look out for in the fashion industry, along with tips to help you find real green clothing instead.<\/p>\n

1. Fluffy Language<\/h3>\n

This is Futerra\u2019s first list item, represented by a green sheep. Sometimes companies use very vague terms to talk about their clothing, like eco-friendly or just \u201cgreen,\u201d to avoid having to back up their claims.<\/p>\n

For example, a 2008 ad by Cotton, Inc. simply read “If it’s cotton, you’ll know it’s green (even if it’s pink).\u201d What does \u201cgreen\u201d mean in this context? The ad showed women lying on a green blanket in the grass, some wearing pink garments, with no explanation of why cotton would be good for the environment or sustainable.<\/p>\n

As blogger Starre Vartan was quick to point out, the EPA has found 8 pesticides used in most types of cotton to be possible cancer-causing agents. Plus, cotton uses a quarter of the planet\u2019s pesticides. Just 1% of the world\u2019s cotton is grown organically.<\/p>\n

So, while there\u2019s nothing wrong with using terms like eco-friendly or green, companies need to explain what they mean in context. These words have no set meaning and their use is not regulated.<\/p>\n

2. Suggestive Pictures<\/h3>\n

This is another item on Futerra\u2019s list that has been cropping up a lot in the fashion industry. In this type of greenwashing, environmental images are shown to suggest that a product is good for the environment. This is really the same tactic as the one above\u2014keep the advertising vague and hope no one asks for details.<\/p>\n

For example, an apparel company might create a line of t-shirts featuring environmental slogans or designs and make them stand out in an ad. But, the shirts might still be made under wasteful conditions, or even in sweatshops.<\/p>\n

So, it\u2019s best to ignore pretty pictures and just focus on what you can find out about the product.<\/p>\n

Next>> Questioning credibility and spotting imaginary friends<\/a><\/strong><\/p>\n

Image Credit: Creative Commons photo by wstryder<\/a><\/em><\/p>\n

<\/p>\n

\"green<\/a><\/h3>\n

3. Just Not Credible<\/h3>\n

To try to appeal to green shoppers, sometimes companies make claims that are just plain silly. For example, Futerra pointed out that the idea of eco-friendly cigarettes doesn\u2019t work, because cigarettes are a dangerous product. Some products are known to be bad for the environment, but that doesn\u2019t keep them safe from greenwashing.<\/p>\n

In an example related to fashion, the Fur Council of Canada, which represents the fur industry, is running a \u201cfur is green\u201d campaign. The Fur Council of Canada says fur is a natural, renewable resource.<\/p>\n

First, let\u2019s put aside ethics talk and thoughts of cute animals so we can focus on the product. As environmentalist blogger Lesley Fox points out, commercial fur either comes from trapping animals or fur farms. Trapping wild animals is disruptive to many ecosystems. Unwanted animals can also become caught in traps\u2014not exactly green.<\/p>\n

Fur farms, like other big, commercial farms, create serious waste and runoff while using lots of resources such as water, energy, and feed crops. The meat doesn\u2019t become food for humans\u2014it just gets processed further into other products.<\/p>\n

So, most people would not consider fur green. Really, if you hear a claim about apparel that just sounds unrealistic, it probably is.<\/p>\n

4. Imaginary Friends<\/h3>\n

Endorsements from third parties, often found on labels, can impress shoppers. However, Futerra found that some companies have been making labels that looked like endorsements, but weren\u2019t linked to any legitimate organizations.<\/p>\n

You can do some research online to become familiar with real labels and icons, like the USDA seal. For example, if the dress you\u2019re buying says it\u2019s made from organic cotton, look for the USDA certified organic seal. In the U.S., products must be made from at least 95% organic ingredients to call themselves organic and carry the seal, according to the U.S. Department of Agriculture.<\/p>\n

If you see a label, seal, or endorsement you don\u2019t recognize, look it up before making a choice.<\/p>\n

Clearly, telling greenwashing in the fashion industry apart from real green marketing can take research. If you\u2019re feeling overwhelmed by all the things to look out for, keep in mind that many old-fashioned ways of going green still work.<\/p>\n

For example, buying used clothing<\/a> is still a great green strategy, especially since fashion trends tend to move in cycles. Right now, fashion from the eighties is popular again, so why not stop by your local thrift store and get some leggings on the cheap?<\/p>\n

Likewise, consuming less cuts waste and can help keep your credit card balance<\/a> down, too. For example, rather than buying cheap, trendy boots every fall and spring, try spending more on a pair of sturdy, high-quality boots you can easily mix and match with the clothes you already have.<\/p>\n

This is an especially good deal if you want to take out a store credit card, which many mainstream fashion retailers offer. Since they give you a big discount on your first purchase, buying a $100 pair of quality boots will pay off better than getting another $20 pair of flimsy boots in whatever pattern is in that season.<\/p>\n

Greenwashing will probably remain a problem as long as there is a demand for green products. But, with a mix of good research skills and common sense, you can look past the hype and make well-informed choices.<\/p>\n

Image Credit: Creative Commons photo by lrargerich<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Greenwashing in the fashion industry is an increasingly common problem. To be fashionable, companies must stay afloat of the nearest trends, and that currently means going green\u2014or pretending to. More<\/a><\/p>\n","protected":false},"author":42,"featured_media":7791,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\"","apple_news_suppress_video_url":false,"apple_news_use_image_component":false},"categories":[75],"tags":[167,1816,5896,5897],"apple_news_notices":[],"jetpack_featured_media_url":"https:\/\/feelgoodstyle.com\/wp-content\/uploads\/2011\/09\/greenwashing.jpg","_links":{"self":[{"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/posts\/7789"}],"collection":[{"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/comments?post=7789"}],"version-history":[{"count":0,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/posts\/7789\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/media\/7791"}],"wp:attachment":[{"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/media?parent=7789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/categories?post=7789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/feelgoodstyle.com\/wp-json\/wp\/v2\/tags?post=7789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}