Greenwashing, Greenhushing And The Grey Area Betwen
For years, fashion shouted about sustainability. Now some are going quiet
And in between?A space full of claims, caution, confusion — and very little clarity.
When everyone wanted to sound green
Once, greenwashing meant vague promises and leafy language. Now it’s more polished.
A 2022 study by Changing Markets Foundation found 59% of green claims by European and UK fashion brands were misleading.
Terms like “eco,” “conscious,” and “responsible” often came with no definitions. No evidence. No follow-up.
It wasn’t always malicious. But it wasn’t helpful either.
And it left consumers doing all the work.