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EU Declares War on Greenwashing: A Game-Changer for fashion brands?

EU Declares War on Greenwashing: A Game-Changer for fashion brands?

an attempt to make people believe that your company is doing more to protect the environment than it really is

Greenwashing: an attempt to make people believe that your company is doing more to protect the environment than it really is

Green Claims in a Grey World

In a world where "green" is the new black, the fashion industry is not immune to the trend of brands boasting eco-friendly claims in their marketing messages. As more consumers pivot towards sustainable living, the demand for environmentally conscious activewear is on the rise. But here's the twist: not all that glitters is green.


Amid genuine efforts, a phenomenon known as greenwashing has been muddying the waters, leading the European Union to step in with a regulatory mop.


Enter the EU's latest maneuver against greenwashing: a robust crackdown aimed at ensuring that when a product claims to be “green”, it truly is. This initiative isn't just about slapping wrists; it's about setting a new standard in consumer transparency and trust, ensuring that eco-friendly claims are not just a sales pitch but a genuine commitment to our planet.


Will it actually make a difference? did they go 'far' enough? will we, as consumer look for greenwashing claims?


Look out for vague claims used by some larger retailers:
We will become a circular and more sustainable business.

An illustration outlining the claim greenwasing brands use:

Many brands will say their garments are "made to last" and use that as a sustainability claim. Is that greenwashing?
Image: AI

What is Greenwashing?

Imagine walking (or clicking) into your favourite activewear store, and you're bombarded with tags screaming "Eco-friendly!" "Made with recycled materials!" You're impressed, but here's the catch: sometimes, these claims are more about catching your eye than preserving our planet.


This is greenwashing: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product.


The fashion industry, with its fast-paced cycles and enormous environmental footprint, has been a fertile ground for greenwashing.

Another empty claim seen by larger retailers:

We will protect and improve the livelihoods and resilience of the people who make our clothes.

Brands may tout a single recycled component in a product while the rest of it screams environmental havoc, or they might promote "sustainable" practices that, upon closer inspection, are merely drops in the ocean of their overall impact. Same goes for claims that a brand is sustainable due to the fact they make thing “to last”.


The repercussions of greenwashing are twofold. For consumers, it's a breach of trust, leading to cynicism and skepticism towards genuinely sustainable brands. For the environment, it's a missed opportunity for real change, as resources continue to be squandered and ecosystems strained under the guise of green progress.


Many times it's done with good intentions by marketers who don't fully understand the full meaning of the claim but that does not make it any better or helps us, as consumer, make better choices.

As we navigate this green maze, it's crucial to arm ourselves with knowledge and skepticism, ensuring that our green choices lead to real pastures, not just painted ones.

Browsing a couple fashion brands websites, checking their sustainability pledges and their garments - are they using greenwashing marketing messaging?

Conscious Choices: Should you even give a sh*t

As a consumer, your purchasing decisions play a significant role in shaping a sustainable future. By choosing products from brands that are genuinely committed to environmental responsibility, you're not only advocating for the planet but also encouraging the fashion industry to adopt more ethical practices.


It's crucial to look beyond surface-level green claims and delve into the actual practices of brands, questioning their environmental impact and sustainability credentials.


Your interest and demand for transparency can drive positive change, making you an integral part of the movement towards a more sustainable and ethical fashion industry. Engaging with and supporting authentic eco-friendly brands not only benefits the environment but also sets a standard for responsible consumption.

A apocalyptic landscape

Illustration showing positive marketing messages in the dire reality of what could happen as a result of over consumption and bad production practices.
Image: AI generated

3RD ROCK's Stance on Greenwashing:

At 3RD ROCK, we're all about authenticity and transparency in our sustainability efforts. We know we are not perfect but we try to be open about it, and improve all the time. Many times there is tension between performance, durabilty and sustainability and that's our maze to navigate and ensure we provide you with the best possible garment, with the least possible impact on our planet. We make articles about the cost of our garments, the fabrics we use and produce annual sustainability report for our carbon emmissions. The next version of our website will include emissions per product so you can better understand the impact of the garments you choose to purchase. Oour commitment goes beyond mere labels; we integrate genuine sustainable practices into every aspect of our business, from material selection to production processes. We align closely with the EU's new standards against greenwashing, ensuring our claims are backed by real actions and verifiable information. Our goal is to lead by example, demonstrating that fashion can be both stylish and sustainable without compromise. As mentioned, we are far from perfect and we have a long way to go. You can read more about our sustainbility practices here.

Navigating the New Landscape:

In today's market, spotting truly sustainable products requires a discerning eye. Look for transparency in brand communications, third-party certifications and detailed information about materials and production processes. Supporting brands that prioritize the planet not only aligns with ethical values but also promotes a healthier environment.

While the EU's new measures are promising, their real-world impact will hinge on rigorous enforcement and heightened consumer awareness. The success of these regulations in curbing greenwashing will depend on how effectively they are implemented and whether consumers become more discerning in their choices. For a deeper understanding of these complex issues, it's beneficial to consult a range of sources and stay informed about ongoing developments in sustainable fashion practices.

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