If your Instagram feed is full of brands launching “sustainable” clothing lines or coming out with new clothing recycling programs, you’re not alone. It seems like every day some fast fashion company has a new sustainability initiative trying to convince us they’re not just filling landfills and causing massive amounts of pollution. If you’re reading this you’re probably no stranger to the idea of greenwashing. As a refresher, greenwashing is a marketing spin that tries to convince consumers that a company is behaving in a sustainable manner with their actions say otherwise. As consumers we’re being bombarded with greenwashing. So much so that it’s hard to spot truly sustainable brands. Let us help.
Here are a few things to look out for when trying to shop truly sustainable brands.
- Steer clear of fast fashion
As a first step, it’s a good idea to generally steer clear of fast fashion brands. It isn’t likely that you’re going to find brands operating sustainably in the fast fashion world.
- Does the company’s mission align with its actions
When you go to the company website does its mission actually align with its actions? It might sound simple but it is an often overlooked step.
- Does the company have a good track record with sustainability
You may already know the company’s history if they’ve been in the news (for example Shein, H&M) but if you don’t, a quick google search will tell you if the company has a good or bad history of acting sustainably and responsibly.
- Talk to friends and family about their favourites brands to shop
Shopping sustainably can mean shopping small or local. To do this, it’s a good idea to talk to family and friends to get some insight into some of their favourites. Smaller brands don’t often have huge advertising budgets, so you’re most likely to hear about them through word of mouth.