Truly sustainable companies acknowledge that achieving 100% sustainability is nearly impossible. Despite all the 'green' efforts, from using only natural fabrics, to ensuring fair wages for employees, or minimizing waste, the production of any clothing product will result in the consumption of resources and some form of environmental pollution. Sustainable claims are often overused, prompting other brands to succumb to FOMO. As a result, they all rush to adopt the same labels to stay competitive and relevant in the market.
So are fashion brands really becoming more sustainable, or is it merely a form of greenwashing? In this blog we will discuss some of the most common hyperbole claims that brands use:
"We are 100% sustainable"
No brand is entirely sustainable and it’s absolutely normal. Making such a statement often reflects a desire to project an image rather than a commitment to transparency and honesty. This claim can be a form of greenwashing, as brands often define and address sustainability vaguely to align with their marketing agenda. For example, many clothing brands market that a fabric that is a mix of organic cotton with recycled polyester, is sustainable. However, it still sheds micro plastics into the water systems and harm aquatic life. Or brands exclude the fact that the fabric was produced by underpaid workers in South-East Asia and then transported across the world to Europe and America, resulting in significant CO2 emissions. Brands should instead embrace transparency by acknowledging the entire supply chain, showing in which specific and measurable aspects do they plan to be more sustainable, and educating consumers about the complexities of sustainability.
"By 2030 we will _________"
While sharing future commitment goals is laudable, an excessive focus on distant targets raises questions about a brand's current practices. Many international organizations, including the UN, recommend that companies show more transparency and accountability by matching their bold pledges with specific, measurable short-term objectives. Companies rarely publish failures or delays in achieving their objectives, and there's a reason for that. Consumers usually only find out from independent reports that brands, despite projecting a squeaky-clean image, are, in reality, engaging in unsustainable practices. It would be more commendable for companies to publicly acknowledge unmet goals if any, and to show their commitment on improving. This way we can tell the companies that are all talk from those who walk the walk.
"We are the first ________" or "We are the only ________"
Again, claims of being the "first fully circular" or "first zero-waste" often lack specific and verifiable details. They ignore other equally important areas in sustainability. Without clear evidence and industry-recognized standards to support these claims, they may serve more as a good marketing move. The objective of sustainability is not for brands to compete for the 'first' spot in a particular sustainable concept but together change the current set-up of the fashion industry and fight its impact on the environment and humanity.
We hope that this article challenges your preconceptions about sustainable fashion, and shed more light on the complex challenges of achieving complete sustainability. We believe that it is a corporate responsibility to avoid oversimplified labels that may not accurately represent the true efforts and impact of brands. The use of sweeping claims, such as '100% sustainable' or 'first in sustainability,' can be misleading to consumers and may contribute to the phenomenon of greenwashing, hindering genuine progress. Instead, brands should be fully transparent about their progress as well as failures, and consumers to appreciate and support those genuinely committed to sustainability. In doing so, we can collectively contribute to a more responsible and ethical future for the fashion industry.
At Butter Studios, we offer full transparency regarding our supply chain. Each product has a Digital Product Passport (DPP), accessible via QR code on their page. Customers can read essential sustainability metrics such as CO2 emissions and water consumption, along with a breakdown of the product's costs and its journey through the supply chain.
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