As conscious consumers, we're learning to check tags for "organic," look for buzzwords like “eco-friendly,” and support brands that claim to care for the planet. But what if those claims are just clever marketing? Enter greenwashing — the not-so-sustainable practice that has consumers questioning everything.
What Is Greenwashing?
Greenwashing is when companies market themselves as environmentally friendly without actually putting in the work to be sustainable. It’s when a brand spends more money and effort appearing green than actually being green. You’ve probably seen it: packaging in earthy tones with words like “natural” or “clean,” but no transparency behind the supply chain, labor practices, or actual materials.
In a world where sustainability sells, greenwashing manipulates our values for profit.
Real Examples of Greenwashing in Fashion
1. H&M’s Conscious Collection: Once touted as a green alternative, H&M was called out for vague language and failing to provide adequate proof that these garments were more sustainable than their others. A Quartzinvestigation revealed that some items labeled “conscious” had higher environmental impact scores than non-labeled ones.
2. Zara’s Join Life Label: Zara claims this label uses more sustainable raw materials — but doesn't address the sheer volume of overproduction, garment waste, or its impact on garment workers. It’s a bandaid on a fast fashion wound.
3. Shein’s “eco” line: Need we say more? One of the biggest ultra-fast fashion giants promoting a green capsule collection while producing thousands of new items daily.
These campaigns lead consumers to believe they’re making ethical choices — without the company actually shifting to ethical practices. That’s the trap.
How Greenwashing Impacts Consumers
Greenwashing preys on our good intentions. It confuses shoppers, creating a false sense of security and making it harder for small, truly sustainable brands to stand out. Studies show that consumers want to shop ethically, but many feel overwhelmed trying to figure out who to trust.
It dilutes the meaning of sustainability, reduces accountability, and keeps fast fashion’s harmful practices alive — under a green disguise.
Why It Matters — And What Woolson Does Differently
At woolson, we’re not here to sell you a fantasy. We don’t greenwash — because we don’t need to.
- No Mass Production. Every piece is handcrafted, slow-made, and one-of-a-kind. No factory waste. Just real, wearable art.
- Waste-Free Philosophy. We use every scrap. What we don’t use gets reworked or reused.
- Local Sourcing. From our yarn store partners to our materials, we support our New York community and reduce our carbon footprint.
- Radical Transparency. We tell you exactly what fibers we use, why we chose them, and how long each piece took to make.
Woolson is rooted in a real commitment to sustainability — not a marketing strategy. We’re an independent, woman- and POC-owned brand making luxurious fashion without compromise. When you shop woolson, you’re not just buying clothes. You’re investing in ethics, artistry, and authenticity.
The Takeaway
Greenwashing is everywhere — but it doesn’t have to be the norm. As buyers, we can demand more than recycled buzzwords. We can ask: Who made this? How much waste was created? What’s the full story behind this piece?
At woolson, we’ll always have answers. We’re not in this to blend in. We’re here to stitch change, one sexy, sustainable piece at a time.
stay sexy, live sustainable - shop woolson
Sources
- Quartz Investigation on H&M Conscious Collection
Glover, J. (2020). H&M showed misleading environmental scorecards for its clothing, a Quartz investigation finds.Quartz.
https://qz.com/2086552/hm-misled-shoppers-with-environmental-scorecards
- Greenwashing in Fast Fashion – Shein & Zara
Wicker, A. (2021). The Problem with Fashion's 'Sustainable' Collections. The New York Times.
https://www.nytimes.com/2021/07/08/style/fashion-greenwashing.html
- Shein’s Greenwashing Tactics
Fashion Revolution. (2022). Greenwashing: How Fashion Giants Mislead Us.
https://www.fashionrevolution.org/resources/greenwashing-how-fashion-giants-mislead-us
- Consumer Distrust in Sustainability Claims
Business of Fashion & McKinsey & Co. (2022). The State of Fashion 2022.
https://www.businessoffashion.com/articles/news-bites/the-state-of-fashion-2022-report-mckinsey-bof/
- Definition of Greenwashing
TerraChoice. (2007). The Six Sins of Greenwashing.
https://s3.amazonaws.com/media.businesshumanrights.org/media/documents/files/reports-and-materials/TerraChoice-Greenwashing-report.pdf