Words by Edzard Van Der Wyck

15 March 2025
The nature of impact

Greenwashing, Greenhushing And The Grey Area Between

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.

Then came the silence

In response to scrutiny, some brands stopped talking altogether. No more bold claims. No more breakdowns.


This is greenhushing — when companies underreport or avoid communicating their sustainability efforts altogether.


In 2023, South Pole’s Corporate Climate Action Report found over 1 in 4 companies surveyed were actively greenhushing — choosing silence over potential criticism.


The result?

Consumers lose trust either way. Too much spin is misleading. Too little information is just as confusing.


Choosing the right fibres is critical to designing garments that care for themselves—and the planet.



So what do we do with the Grey?

Somewhere between the overselling and the undersharing is where the real work happens.


It’s often messy. And unfinished. And imperfect.

But the absence of a headline doesn’t mean the absence of progress.

The key is not saying more. Or less.


It’s saying it clearly. And backing it up.

Real transparency speaks for itself

It’s okay to be mid-journey. It’s okay to not have all the answers.  

But if we say nothing — how can anyone know where the industry is really at?

Transparency doesn’t mean shouting. But it does mean showing your work. 

No spin. No silence. Just something honest in between.

Field / Notes
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