How to Evaluate Fashion Brands

What is Ethical and Sustainable Fashion?

Ethical and sustainable fashion encompasses practices that prioritize environmental stewardship, social responsibility, and transparency throughout the entire lifecycle of clothing.

Sustainable fashion focuses on minimizing negative environmental impacts by using eco-friendly materials, reducing waste, and conserving resources. This includes organic or recycled fabrics, non-toxic dyes, and energy-efficient production methods.

Ethical fashion centers on the well-being of people and animals involved in the supply chain. It ensures fair wages, safe working conditions, and respect for human rights, while also considering animal welfare and cruelty-free processes. Brands that are truly ethical and sustainable are transparent about their sourcing, manufacturing, and distribution, and often support local communities and fair trade initiatives.

What is Greenwashing?

Greenwashing is the practice of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound than they actually are. In the fashion industry, this often manifests as brands making vague or exaggerated claims about sustainability-such as labeling items “eco-friendly” without substantiation, highlighting a small “green” collection while the majority of products remain unsustainable, or using self-created certifications instead of recognized third-party standards. Greenwashing exploits consumer demand for ethical products, undermining trust and slowing genuine progress toward sustainability.

How to Research a Company’s Sustainability & Ethics

To accurately assess a fashion brand’s commitment to sustainability and ethics, take a structured approach:

Look them up on Good On You - One of the first things I like to do is to see if the company has been evaluated by the site goodonyou.eco. They’re a directory of popular clothing brands, and they rate each brand based on 3 categories: People, Planet, and Animals. They’ve basically done research for you, and they summarize their findings in very digestible articles and pages. They also have an app, which makes it more convenient to look brands up.

Check the company’s website & social media & marketing campaigns: Look for detailed information about the brand’s supply chain, sourcing, and production processes. Brands committed to sustainability are typically open about their practices and challenges.
Verify Certifications: Seek out reputable third-party certifications such as GOTS (Global Organic Textile Standard), Fair Trade, B Corp, or Bluesign. These indicate adherence to recognized environmental and social standards.
Review Sustainability Reports: Examine annual or impact reports for specific goals, progress, and data on environmental and social initiatives.
Read reviews of the products: Search reviews of the company or specific products you’re interested in, and pay particular attention to longevity. Try to avoid sponsored content, as people are getting paid to talk about the company, so it’ll likely be more positive. You can find more organic discussions on Reddit or in Facebook groups.
Evaluate Materials and Processes: Determine if the brand uses organic, recycled, or otherwise eco-friendly materials and minimizes harmful chemicals and waste.
Look for Circularity Initiatives: Brands with repair, recycling, or take-back programs demonstrate a commitment to reducing waste and promoting a circular economy.

How to Spot Greenwashing

Scrutinize Marketing Language: Beware of vague terms like “green,” “eco,” or “natural” without concrete evidence or data. Genuine brands provide specific details about their efforts and impacts.
Examine the Scope of Sustainability Efforts: If only a small portion of the collection is labeled sustainable, while the rest is not, this may indicate greenwashing. Authentic brands integrate sustainability across their entire range.
Check for Third-Party Certifications: Legitimate brands rely on recognized certifications. Be cautious of self-created or unverifiable “eco” labels.
Assess Supply Chain Transparency: If a brand is secretive about its suppliers or production processes, it may be hiding unethical practices. True sustainability requires openness at every stage.
Investigate End-of-Life Solutions: Brands that offer recycling, repair, or take-back programs are more likely to be genuinely committed to sustainability. The absence of such initiatives can be a red flag.
Look for Consistency and Accountability: Authentic brands set measurable goals and report on their progress. If a brand makes bold claims without evidence or follow-up, it may be greenwashing.

Final Thoughts

Distinguishing between sustainable fashion and greenwashing requires vigilance, research, and a critical eye. Ethical and sustainable fashion is rooted in transparency, measurable action, and a holistic approach to people, planet, and profit. Greenwashing, by contrast, relies on empty promises and selective marketing. By following the steps above, consumers can make informed choices, support genuine change, and hold brands accountable for their impact on the world.