The Nature of Impact
Greenwashing,
Greenhushing
& The Grey
Words by Edzard Van Der Wyck
For years, fashion shouted about sustainability.
Now some are going quiet.
And in between? A space full of confusion.
When Everyone Wanted to Sound Green
Once, greenwashing meant vague promises and leafy language. Now it's more polished.
of green claims by European & UK fashion brands were misleading
Changing Markets Foundation, 2022
It wasn't always malicious. But it wasn't helpful either. And it left consumers doing all the work.
Then Came the Silence
Greenhushing
In response to scrutiny, some brands stopped talking altogether. No more bold claims. No more breakdowns.
companies actively greenhushing — choosing silence over scrutiny
South Pole Corporate Climate Action Report, 2023
Consumers lose trust either way.
Too much spin is misleading.
Too little information is just as confusing.
So What Do We Do with the Grey?
Somewhere
in between
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?
No spin.
No silence.
Just honesty.
Transparency doesn't mean shouting. But it does mean showing your work.
Something Honest in Between
Not louder.
Not quieter.
Clearer.
The fashion industry doesn't need more noise. Or more silence. It needs the courage to show its work — unfinished, imperfect, and real.
