Buying sustainable clothing is not just a trend, it's a decision with impact. But... have you ever wondered if what you buy is really as ecological as the label claims? Welcome to the world of greenwashing. In this article, we explain what greenwashing is, how to identify it, and above all, how to avoid falling into its traps. Spoiler: at Ecoalf we fight against it with facts, not words.
Greenwashing? We tell you what it is and why you should know about it
The origin of the term and why it has become so common
The term greenwashing was born in the 80s when some companies began using ecological language as a marketing strategy without their practices actually being so. It literally means "green washing," a way of washing a company's image to appear more sustainable than it really is.
Nowadays, with the rise of environmental awareness, many brands join this green discourse without really changing their production model. That's why it's more important than ever to know how to detect it.
How greenwashing works in the fashion world
The fashion industry is one of the most polluting on the planet. That's why sustainable discourse sells. Some brands use terms like eco-friendly, conscious, or green to improve their image, but in reality they continue with highly polluting and unethical practices.
Greenwashing vs. real sustainability: learn to differentiate them
The difference between greenwashing and authentic sustainability lies in coherence and transparency. Brands with truly low impact can demonstrate their commitment, while those that greenwash usually stay on the surface.
Signs that a clothing brand might be greenwashing
Vague promises and confusing language: red alert
Phrases like "environmentally friendly," "natural materials," or "ecological collection" sound good, but without concrete proof, they mean nothing. If there's no data, percentages, or certifications backing up those promises, it's probably greenwashing.
Ecological labels without official certifications
Another common trick is creating their own green labels without official validity. Remember: words like sustainable or eco are not regulated, so look for official seals like GOTS, OEKO-TEX, Fair Wear Foundation, among others.
Marketing campaigns with little real backing
When a brand launches a green campaign but 95% of their catalog remains fast fashion, we're facing a clear case of greenwashing. An "eco" capsule collection isn't enough if the rest of the production continues polluting.
How to avoid falling for greenwashing when buying clothes?
Practical tips to identify truly sustainable brands
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Research: go to their website, look for sustainability reports, learn about their business model.
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Ask: brands that truly care about their impact have no problem answering.
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Less is more: if a brand promotes responsible consumption and timeless collections, it's probably on the right path.
Transparency as the key to conscious shopping
Real sustainability is not based only on the product, but on the entire process. From the origin of materials, water consumption, energy used, to working conditions. If a brand is transparent in all these aspects, you can trust them.
Ecoalf: our way of fighting against greenwashing
Recycled materials and total traceability
At Ecoalf, we don't talk about sustainability, we practice it. We use materials with low environmental impact to create our garments. And most importantly: you can trace each product from its origin.
Commitment to sustainability in all phases
From design to packaging, we work with a 360° approach. We don't believe in isolated "eco" collections, our entire brand is built on real sustainable values.
Real actions, not just pretty words
We participate in ocean cleanup projects and publish sustainability reports annually. We're not just interested in selling clothes, we want to be part of the change.
And if you also want to be part of it, take a look at our ecological clothing collection: sweatshirts, shoes, coats and more. Because dressing well and caring for the planet can go hand in hand.
Now that you know what greenwashing is, don't be fooled by empty campaigns or meaningless labels. Shop consciously, ask questions, research, and support brands that act, not just talk.
At Ecoalf, our mission is clear: there is no planet B, and that's why we want to help you choose better. Fashion can be part of the problem... or the solution. You decide.