Transparency, commitment, consistency… When we know how to look for them, these essential qualities are quickly spotted and allow us to avoid greenwashing.
Committed brands have transparent communication
A committed brand will not be afraid to detail how its clothes are made, on its website or its social networks. We find the factories with which it works, and the precise composition of its materials and we understand where its production chain goes. The more complete, the better: the information is shared with precise terms, photos, and figures.
Another very good sign: the brand responds clearly if you have questions about its practices, or even shares points that it would like to improve. No one is perfect, and that’s normal! But a committed brand creates a bond of trust with its community.
Eco-responsible materials are a good way to know if a brand is ethical
The material of a garment can change everything in its ecological impact. To find responsible textiles, several alternatives: so-called natural materials, such as linen, cotton, and wool, if they are organic. Materials derived from petrochemicals (nylon, polyester), are preferred to be recycled and labeled. Like Econyl, made from fishing nets recovered from the ocean.
Upcycled or deadstock-based pieces – rolls of fabric bought back from brands that no longer use them – are also a sustainable and often unique option.
Signs of an ethical brand: multiple and consistent commitments
This is the ultimate trick to flush out greenwashing. An ethical brand will be engaged in several aspects, not in a single overvalued angle in its discourse.
For example, with a brand that offers pre-orders, but does not mention the origin of its materials or the location of its workshops, while making its commitment a selling point, there may be a contradiction.
Limited production and reasoned marketing
Experts insist on this point: a brand will have a hard time being ethical if it produces hundreds of thousands of clothes.
Recycling promises are included because the technology is not yet up to the task (and not sure if it ever will be). A house that is committed to reducing its impact will therefore have a reasoned production. It goes hand in hand with marketing that does not encourage constant purchases via daily newsletters, or dozens of new products each week.