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Sustainable Fashion Brands: How to Recognize Them & Avoid Greenwashing

Sustainable Fashion Brands: How to Recognize Them & Avoid Greenwashing - VAI-KO

Finding and recognizing the truly sustainable fashion brands behind polished slogans and greenwashed marketing is not an easy task. In this article, we have gathered 3 easy points to check while shopping plus a compact materials guide to go by.

Dark Truth Behind Green Marketing

Many of us have heard, that the textile industry is the world’s second most polluting industry. But did you know that it’s run by us: we, individuals and consumers show to big corporations what sells and what matters with our consuming habits. As long as we only crave for more and cheaper it will keep on going. That is the law of demand and supply. But what is there to be done?

A few days ago my friend showed me a new jacket she had bought. Not because she had bought something new but because she was proud that she had bought an eco-friendly jacket. But while being proud she was a little unsure if the fashion brand really was as sustainable behind the green marketing. And that’s what led me to my topic.

My friend, like many others, has just woken up to the realization that they have to change their shopping habits in order to save this planet and have their fellow humans treated fairly. To buy from sustainable fashion brands and even more important to buy less. But the problem is: How to recognize a sustainable fashion brand when there’s so much greenwashing in the industry?


The Definition of Sustainability 

Mike Schragger, the founder, and director of the Sustainable Fashion Academy (SFA) simplifies that a 100% sustainable brand is a brand that ensures its business model is fully circular and renewable. And that its workers have fair working conditions and salaries.

This sustainability definition challenges each and every fashion brand & company to some serious work in the area of sustainability. And to be honest: we always take more from nature than we give back. Yet we need clothes. So lets focus on finding the sustainable fashion brands that are truly making good choices environmentally and ethically.

This list of three steps is dedicated to my friend who bought an eco-friendly jacket and all of you who are looking to make more sustainable clothing choices.


how to recognise a sustainable brand infograph




Thanks for this great post! Recently I have been browsing the web for a list of eco friendly brands. rankabrand is one. Didn’t find you on their list yet, its major brands mostly. Youre doing a great job though! Love to see you thrive and grow as an ecological finnish brand!

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