All We See is Sustainable Brands, But How Sustainable Are They?

"Sustainability" has become one of the biggest buzzwords in the fashion and lifestyle industries over the past few years. Everywhere you look, brands are touting their green credentials, promising eco-friendly products, and championing ethical practices. But as the trend of sustainability gains momentum, so does the need to question its authenticity. How sustainable are these "sustainable" brands? Let's dive deeper into the green claims and explore what it really means to be sustainable.

Not all sustainability claims are created equal. The term "sustainable" can encompass a wide range of practices, from using organic materials to ethical labor practices, waste reduction, and carbon neutrality. However, the lack of a standardized definition means that brands can label themselves as sustainable based on a single green initiative while overlooking others. It’s crucial to look beyond the label and understand what aspect of sustainability a brand is genuinely committed to.

One of the biggest challenges in identifying truly sustainable brands is greenwashing—the practice of using misleading or exaggerated claims to appear environmentally friendly. Some brands may highlight a small percentage of sustainable materials used in their products while ignoring their overall environmental footprint, like high water usage, pollution, or waste. This practice not only deceives consumers but also dilutes the meaning of sustainability, making it harder for genuinely eco-friendly brands to stand out.

Signs of Greenwashing:

• Vague Language: Look out for ambiguous terms like "eco-friendly," "natural," or "green" without specific details or certifications.

• Lack of Transparency: Genuine sustainable brands are transparent about their supply chains, manufacturing processes, and material sourcing.

• Token Efforts: Beware of brands that heavily promote one green initiative (like recyclable packaging) while neglecting more impactful areas such as fair labor or carbon emissions.

One of the best ways to gauge a brand's sustainability is to look for recognised certifications and standards. These independent third-party verifications provide a level of credibility and accountability that self-made claims often lack. Certifications like GOTS (Global Organic Textile Standard), Fair Trade, B Corp, Cradle to Cradle, and OEKO-TEX indicate that a brand has met stringent criteria for environmental and social responsibility.

However, not all small businesses can afford these certifications so do also consider all of the information that brands are providing. Some certifications are also more comprehensive than others, so it’s worth familiarising yourself with what each certification entails. A brand with multiple certifications across different aspects of sustainability is often more credible than one with a single, less rigorous certification.

A critical factor in a brand's sustainability is the materials they use. Natural fibres like organic cotton, hemp, or linen are often touted as sustainable, but their environmental impact depends on how they are grown, processed, and transported. Similarly, recycled materials like polyester can help reduce waste, but they still shed microplastics into the ocean with every wash.

Ask questions such as:

• Is the material sourced ethically and organically?

• Are there certifications like GOTS or OEKO-TEX that verify the material’s sustainability?

• What is the material’s full life cycle impact—from production to disposal?

For a brand to be truly sustainable, its entire supply chain—from raw material sourcing to manufacturing, transportation, and end-of-life disposal—needs to align with sustainable practices. Unfortunately, many brands focus on the more visible aspects of sustainability (like packaging) while keeping the rest of their supply chain opaque.

Transparency is key. Brands that openly share information about their suppliers, working conditions, production processes, and environmental impact reports are more likely to be genuinely sustainable. Look for brands that disclose the location of their factories, the wages paid to their workers, and the steps they’re taking to minimise waste and emissions.

Look for longevity over trends, something that is timeless, not fast fashion. A truly sustainable brand focuses on creating products that are built to last, both in terms of quality and style. Fast fashion brands often promote themselves as sustainable by launching "green" collections, but these items are still part of a larger model that encourages overconsumption and rapid turnover.

Sustainability isn’t just about what goes into a product—it’s about the product’s entire life cycle. Brands that emphasize durability, repairability, and timeless design over fleeting trends are often more aligned with true sustainability principles. They encourage consumers to buy less, buy better, and keep items in use longer.

Look beyond what brands are saying and examine what they are doing. Are they investing in renewable energy? Are they reducing waste in their operations? Are they supporting environmental causes or community initiatives? A truly sustainable brand is often involved in broader efforts beyond its product line.

Pay attention to brands that take proactive steps to minimize their carbon footprint, support social justice initiatives, and actively contribute to environmental causes. Actions speak louder than words, and brands that prioritise meaningful, measurable change over marketing rhetoric are the ones that are genuinely committed to sustainability.

As a consumer, you have the power to influence the market by supporting brands that align with your values. Research brands before purchasing, ask questions, and demand more transparency and accountability. Every purchase you make is a vote for the kind of world you want to live in.

While it’s encouraging to see so many brands embracing sustainability, it’s essential to look critically at their claims. Not all that glitters is green—some brands are more interested in capitalizing on the trend than in making real, meaningful changes. By understanding the different aspects of sustainability, recognizing the signs of greenwashing, and supporting brands with transparent, verifiable commitments, you can make informed choices that truly benefit the planet.

Remember, sustainability is not a trend; it's a responsibility. It's up to all of us—brands and consumers alike—to ensure that this movement is more than just a marketing slogan and becomes a true force for good.