How to spot those deceptive eco-claims

Have you ever used a range of garments thinking it was eco-friendly and sustainable, only to find it wasn’t? The tricky practice of greenwashing is more common than you might think.

P&P editor Melanie Attlesey spoke with representatives from six of the most sustainable printwear brands in the market to get their take on greenwashing and how as a garment decorator, you can avoid it.

Q) Firstly, in your opinion, what is the definition of greenwashing?

Mariusz Stochaj, head of product and sustainability, Continental Clothing: Greenwashing is creating a misleading impression of sustainability values through intentional means or through negligence and ignorance.

Christian Lanvermann, senior marketing manager, Fruit of the Loom, Russell Europe and JERZEES: Greenwashing refers to a targeted strategy by companies to present themselves as more environmentally friendly and sustainable than they actually are. It involves pretending to have sustainability and environmental awareness to enhance the brand’s or company’s image and to gain the trust of consumers.

Kristi White, sustainability manager, Kingly: Greenwashing is when a company makes something seem more eco-friendly than it actually is, usually to attract environmentally conscious buyers. It’s essentially using sustainability as a marketing tool without backing it up with real actions or data. Consumers want to make better choices, and greenwashing takes advantage of that.

Prama Bhardwaj, CEO and founder, Mantis World: We think of greenwashing as when a brand, company or organisation makes misleading or unsubstantiated claims about the environmental benefits of a product, service, or practice, to appear more sustainable than they actually are.

Tracy Richards, head of sales UK, Neutral: Greenwashing is the practice where a brand or company gives a false impression of environmental responsibility. This often involves using marketing tactics – like vague sustainability claims, packaging that makes the product appear more eco-friendly than it really is or limited ‘green’ product lines – to appear more environmentally conscious than they actually are.

Michel Hublet, head of sustainability, Stanley Stella: Greenwashing refers to the practice where companies deliberately exaggerate or misrepresent their environmental initiatives to appear more sustainable than they actually are. The objective is often to enhance brand reputation, attract environmentally conscious consumers, or gain access to green investments without making meaningful changes to business operations. Greenwashing not only damages consumer trust but also creates an uneven playing field for genuinely sustainable businesses.

Q) How do you think greenwashing works (in particular in the garment decoration industry)?

MS: I observe a trend of making ambiguous statements, where an intention, a plan or an adopted policy are projected as having delivered an improvement.

CL: Various approaches are used to carry out greenwashing. Often, products are labelled with seemingly sustainable labels, even though the entire production chain is not transparent. Additionally, misleading environmental certifications are frequently used. Some companies highlight an environmentally friendly feature while the majority of their production remains harmful to the environment. Terms like ‘sustainable’, ‘natural’, or ‘eco’ are often used without clear proof, leading consumers to believe that a company adheres to environmental standards and produces sustainably. Unfortunately, the list of greenwashing tactics is very long, and there are many loopholes.

KW: In our industry, sustainability sells – and unfortunately, that opens the door for greenwashing. Many brands use buzzwords like ‘eco’ or ‘sustainable’ as part of their branding without offering any real proof. Because customers are increasingly asking for responsible products, companies might highlight one green aspect—like recycled packaging – while ignoring more impactful issues like unethical labour or water-intensive production. With so many players involved, it’s easy for messaging to sound good without being backed by substance. That’s why clear certifications, transparency, and traceability matter more than ever.

PB: Greenwashing in our industry typically involves brands or suppliers making misleading or exaggerated environmental claims to appeal more eco-conscious to buyers without actually backing them up with meaningful or verifiable action. This can include using vague language and buzzwords like ‘eco-friendly’, ‘sustainable’, or ‘green’ without explaining what they really mean. Making misleading fabric claims. Some companies market items as ‘organic cotton’ when they contain only a small percentage of organic fibres, or they blend it with conventional cotton and still promote it as fully organic. Even when a product is made with ‘better’ fibres, the supply chain can still involve factories with poor labour standards or excessive environmental impact. Recycled polyester is often marketed as a sustainable hero, with claims like ‘you’ve saved xxx bottles from the ocean’ – but this is misleading. In reality, most of those bottles were never heading for the sea, and once turned into clothing, they can’t really be recycled again, turning a potentially circular material into waste. Many brands spotlight a tiny ‘sustainable’ capsule collection in their marketing, while quietly continuing to produce the vast majority of their clothing through the same harmful, unsustainable practices. It’s a distraction tactic that shifts focus from the real impact of their overall operations. Companies can focus on offsetting instead of reducing – highlighting carbon offsetting without reducing the actual impact can be a distraction from real, systemic changes. Making claims without third-party verification. Brands may claim sustainability without any certified standards like GOTS, Oeko-Tex, or B Corp.

TR: Brands can use terms like ‘eco-friendly’, ‘sustainable’, or ‘green’ without providing clear definitions or evidence. For example, a label might say ‘made with sustainable materials’, when only a small percentage of the product is actually sustainable.

MH: This can manifest as highlighting sustainable initiatives in one area while maintaining less sustainable practices elsewhere – for instance, promoting recycled materials in a small product range while continuing conventional production methods (including fast fashion approaches, mass production, poor labour conditions, and high water and chemical usage) across the majority of operations.

Q) What is the harmful impact of greenwashing?

MS: In my view, the biggest harm is in making the consumer distrusting any sustainability claims, however valid.

CL: For me, the biggest no-go is the ethical aspect: consumers are deceived, and the environmental issues associated with clothing production are ignored. It distorts competition, misleads investors and consumers, and most importantly, it does not stop environmental pollution, as harmful practices continue at the expense of the environment.

KW: Greenwashing makes it harder for companies that are genuinely investing in sustainable practices to compete. When a brand cuts corners and uses vague, unverified claims to present a product as ‘green’, they can often offer it at a lower price. Meanwhile, companies that are actually investing in ethical sourcing, certified materials, and responsible manufacturing face higher costs – and often struggle to compete on price alone. For example, a product might be marketed as ‘eco-friendly’ simply because it uses a recycled label, while the rest of the production process remains environmentally and socially harmful. It’s easy to highlight one ‘green’ element in marketing while ignoring the full picture. This not only misleads consumers into thinking they’re making a responsible choice – but also undermines the brands that are doing the hard work to deliver truly sustainable products.

PB: Greenwashing has far-reaching consequences on people, the planet, and progress. Firstly, it undermines consumer trust, when claims are exaggerated it breeds distrust and as soon as wearers become sceptical, it becomes harder for responsible businesses to thrive, slowing down genuine efforts to tackle climate change, biodiversity loss and pollution. It misleads well-meaning buyers who want to make better choices. It can actually harm workers and supply chain integrity. Greenwashing can mask poor working conditions, unsafe environments, and unfair wages, especially in garment production. It can also weaken accountability and regulation. If greenwashing becomes normalised, industry standards and certifications lose credibility. It also makes it harder for regulators to set and enforce clear guidelines around sustainability claims.

TR: Small or genuinely sustainable brands often invest heavily in ethical practices and transparent supply chains. When other normally larger brands greenwash, they take advantage of the sustainability trend without doing the work. Greenwashing takes advantage of important social and environmental issues – like climate change and workers’ rights – turning them into marketing buzzwords rather than meaningful causes. This devalues serious efforts in the sustainability movement.

MH: Greenwashing in fashion often works through visual cues and selective messaging – such as green colour schemes, nature imagery, or sustainability-themed campaigns – that make consumers feel like they’re making ethical purchases. However, without third-party certifications, supply chain transparency, or measurable sustainability goals, these claims are often superficial.

Q) What reassurances do you provide garment decorators that you are not greenwashing and your garments are truly sustainable?

MS: Clear statements, without colourising, backed up by evidence.

CL: At Fruit of the Loom, we ensure that our suppliers are 100% verified. We value a clear, comprehensive supply chain that can be traced back to raw materials. As a leading company in the European imprint industry, Fruit of the Loom is committed to continuous improvement in the sustainable and conscientious production of high-quality clothing. With the goal of exceeding customer expectations and industry standards, we continue to invest in quality at all levels of our operations to ensure our garments are not only well-made but also produced responsibly.

KW: At Kingly, transparency isn’t a trend – it’s a core part of how we operate. We received our first certification in 2021, and since then, we’ve been committed to continuously improving how we manufacture textiles responsibly. We’ve expanded our efforts by obtaining additional certifications, undergoing ethical audits, and aligning with rigorous environmental and social standards to ensure our claims are verifiable and trustworthy. To strengthen traceability, we also partner with the third-party platform BCOME. They assess the impact of our top 100 products, generating clear sustainability scores and tracking data – including travel impact – presented through a scannable, neutral QR code. This allows our clients and their customers to see verified product information throughout the supply chain, ensuring that traceability and trust go hand in hand.

PB: At Mantis World, we’ve spent the last 25 years showing our commitment to transparency and honesty. We’ve actually stopped claiming that we’re ‘sustainable’, because no company truly operates sustainably. We all don’t replace the resources we use or leave the planet as we found it – even the greenest businesses still depend on systems that take more than they give back. As a B Corp and long-standing advocate for organic and ethical production, we prioritise traceability over tokenism. Every garment we make features a scannable QR code, giving real insight into the positive environmental impact of each garment in terms of the water and energy saved, pesticides and C02 emissions avoided, as well as full supply chain traceability from field to warehouse, so our sustainability claims are backed by data, not marketing spin.

TR: At Neutral, we understand the importance of transparency and accountability, especially when sustainability is a core value. To reassure garment decorators that our sustainability claims are credible, we rely on the world’s leading third-party auditing across every stage of our supply chain. Our garments are certified and audited by independent, internationally recognised organisations, from the farmer’s field to the final delivery. These certifications cover environmental impact, social responsibility, chemical management, and product safety. We usually say that our certificates work like traffic rules – they set clear guidelines for how our clothing is made and ensure that we’re held accountable for the claims we make, every single day.

MH: Sustainability has been at the core of Stanley Stella since day one of the company at a time when it was not yet ‘the trend’. In terms of material, all the knitwear has used and still now only organic cotton, and for the outerwear, all polyester and nylon used is recycled without any exception. We ensure that all sustainable materials we use are backed by internationally recognised certifications: GOTS (Global Organic Textile Standard) – for organic fibres and GRS for recycled fibres. All products are also Oeko-Tex certified, which guarantees that they are in line with chemical requirements. In terms of social aspects, Stanley Stella is member of Fair Wear Foundation since the start of the company also; we are also a Leader Member for the fifth consecutive year. However, Stanley Stella goes beyond memberships and certifications and implements many activities to confirm that what is claimed through the certifications is real.

Q) How does the industry combat greenwashing as a whole?

MS: Education, red-flagging, naming and shaming. It would be very useful for the industry to have an authoritative guide to the various sustainability issues, with references to the relevant documents to ask for (i.e. certificates, audit reports, etc), preferably with a ‘sustainability ranking’ for materials, processes and labour standards.

CL: In my opinion, education and consumer awareness are very important. The industry should do more to inform consumers through campaigns, helping them recognise greenwashing, shop more consciously, and question claims. Transparent and honest communication at all levels is essential to build trust. More emphasis should be placed on verifiable certificates. Regular company audits can help prevent and uncover greenwashing. I have many ideas on how to further reduce greenwashing…

KW: Since joining Kingly, I’ve seen a genuine effort from both our suppliers and clients to push back against greenwashing. It’s now common for us to receive requests for certification proof, to complete ESG (Environmental, Social, and Governance) surveys, and respond to questions about which of our products meet the highest sustainability standards. There’s a growing sense of accountability, and I truly believe that more and more people in our industry are committed to helping it grow responsibly – finding that balance between commercial success and environmental stewardship.

PB: True sustainability goes beyond fibres; it’s about responsibility at every stage of production and the printwear industry has a long way to go to achieve that. Greenwashing might sell in the short term, but real trust is built with accountability, traceability, and action which requires a long-term vision where companies truly prioritise people and planet before profit.

TR: The industry is combatting greenwashing through regulation, third-party oversight, transparency tools, consumer education, and collaborative standards. While there’s still work to do, these combined efforts are making it harder for brands to get away with false sustainability claims and easier for consumers and businesses to make truly responsible choices.

MH: The fashion and garment industry are taking few steps to combat greenwashing and promote genuine sustainability. There is still quite a lot of greenwashing by either big or small companies and both in B2C or B2B. Upcoming regulations should lead to reduce greenwashing and oblige companies increasing transparency, accountability, and avoiding greenwashing.

Q) And one last question, is there anything else you’d like to mention about greenwashing?

CL: Yes, of course. We would very much welcome stronger efforts to reduce greenwashing and hope for an efficient collaboration among all stakeholders – manufacturers, retailers, consumers, and policymakers – to share responsibility for the environment and the future.

KW: Real sustainability isn’t quick or easy – it takes time, investment, and constant improvement. It’s not about flashy claims or surface-level efforts; it’s about being honest and committed. We all have a role to play, and the more we ask questions and demand transparency, the better our industry – and our planet – will be.

PB: At Mantis World we don’t do greenwashing, we do the work. Sustainability isn’t a marketing campaign, it’s our foundation. From GOTS-certified cotton to long-term partnerships with ethical factories, we back every claim with data, certification, and transparency. In an industry full of green noise, we believe in letting the evidence speak for itself. Every Mantis and Babybugz garment features a scannable QR code, instantly giving the wearer full access to the supply chain and clear data on your positive impact – no vague claims, no shortcuts. Greenwashing thrives on what’s hidden. That’s why we make everything visible from farm to final stitch. Being open is who we are and who we’ve been since the beginning. Greenwashing crumbles under questions. At Mantis World, we welcome them: ask about our cotton, our factories, our packaging and we’ll tell you exactly how we’re doing things better and where we’re still working to improve. We’ve been doing this since before it was cool. We chose organic cotton back in 2005 not because it was trendy, but because it was right. We have a 25-year record of building better and trying to do better.

MH: The fashion and garment industry is taking several key steps to combat greenwashing and promote genuine sustainability. These efforts focus on increasing transparency, accountability, and standardisation across the supply chain. The industry is increasingly adopting globally recognised third-party certifications that provide objective benchmarks and help consumers and decorators verify claims. Brands and suppliers are investing in training their teams to understand what real sustainability looks like – and how to communicate it honestly. This helps prevent unintentional greenwashing due to lack of knowledge.