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Have you ever felt like you're being misled when shopping for eco-friendly clothing? You know the feeling - you walk into a store or browse online and see countless products marketed as "green," "sustainable," or "eco-friendly."
You're excited to make a purchase that aligns with your values and helps the environment, but at the same time, you're skeptical. How can you be sure that these claims are genuine? The unfortunate truth is that many companies use deceptive marketing tactics to make their products appear more eco-friendly than they actually are.
This phenomenon, known as "greenwashing," is rampant in the fashion industry, and it's essential for consumers to be aware of it. In this blog, we'll take a closer look at greenwashing in the fashion industry and share some valuable tips to help you make informed decisions while shopping for eco-friendly activewear.
Greenwashing In The Fashion Industry: Common Eco-Friendly Claims and How to Identify Them
Organic Dyes
A common term that you may come across when shopping for eco-friendly activewear is "organic" dyes. While this term may sound promising, it's important to know that it can mean different things depending on the brand.
Some brands use "organic" dyes to refer to dyes made from natural materials like plants or minerals. However, this term can also be used to describe dyes that contain synthetic compounds but are manufactured using organic chemistry methods.
While using natural materials for dyes is a step in the right direction, it's important to note that not all natural dyes are environmentally friendly. Some natural dyes require significant amounts of water and other resources to produce, and the dyeing process can still have a negative impact on the environment. Additionally, not all synthetic dyes are harmful to the environment or human health.
Azo-free dyes
To ensure that you are making a responsible choice when choosing eco-friendly activewear, it's essential to look for Azo-free dyes or other similar certifications that ensure that the dyes used in the production process are free from harmful chemicals.
Azo-free dyes are made from natural materials and are free from harmful chemicals like azo compounds, making them a safer and more sustainable alternative. Additionally, there are other certifications like the Oeko-Tex Standard 100 and Bluesign, which ensure that the clothing you buy is free from harmful chemicals and made with sustainable practices.
By choosing eco-friendly activewear made with Azo-free dyes or other similar certifications, you can feel confident that you are making a responsible choice for the environment and your health. You can check a range of activewear made using Azo-free dyes at Kshm.
Fabrics with UV Protection
The type of fabric used in the production of activewear is another important factor to consider when shopping for eco-friendly options. Some fabrics are more sustainable and environmentally friendly than others. Additionally, if you plan to use your activewear outdoors, it's important to look for fabrics that offer UV protection to protect your skin from harmful sun rays.
When shopping for eco-friendly activewear, look for fabrics that are certified with UV protection. These fabrics have been tested and certified to provide protection from UV radiation, which can cause skin damage and even lead to skin cancer.
One example of a UV protection textile certification is the UPF (Ultraviolet Protection Factor) rating. This rating system measures the amount of UV radiation that penetrates the fabric and reaches the skin. The higher the UPF rating, the more protection the fabric offers.
In addition to UPF ratings, there are other certifications like the Skin Cancer Foundation's Seal of Recommendation, which certifies fabrics that provide effective UV protection.
Choosing eco-friendly activewear made with fabrics that offer UV protection not only helps protect your skin from the sun's harmful rays but also helps reduce your environmental impact. Look for fabrics made with sustainable materials like organic cotton or recycled polyester, which are better for the environment than traditional materials like conventional cotton or synthetic fabrics.
Organic Cotton
Another common claim made by companies in the fashion industry is the use of "organic" cotton in their products. While using organic cotton is a step in the right direction toward sustainability, it's important to understand what this claim actually means.
Organic cotton is grown without the use of harmful chemicals like pesticides or synthetic fertilizers, which can be harmful to the environment and the health of farmers and workers. However, simply using organic cotton does not necessarily make a garment eco-friendly or sustainable.
There are other factors to consider, such as the production process and the overall impact on the environment. For example, even if a garment is made with organic cotton, it may still be produced using conventional manufacturing methods that require large amounts of water, energy, and other resources.
To ensure that you are making a truly sustainable and eco-friendly choice, look for certifications like the Global Organic Textile Standard (GOTS), which certifies that the entire production process of the garment, from growing the cotton to manufacturing the final product, meets strict environmental and social criteria.
In conclusion, while using organic cotton is a positive step towards sustainability, it's important to look beyond this claim and consider the entire production process of the garment. Look for certifications like GOTS that certify the environmental and social sustainability of the product, and choose garments made with organic cotton that are produced using renewable energy sources and grown locally to minimize the carbon footprint.
Recycled materials
Companies may claim to use recycled materials in their products, but it's important to look beyond this claim and consider the entire production process. For example, if the recycled materials were shipped across the world for processing and then shipped back for production, the carbon footprint may outweigh the environmental benefits of using recycled materials.
To ensure that you are making a truly sustainable choice, look for certifications like the Global Recycle Standard (GRS), which certifies that the entire production process, from collection to manufacturing, meets strict environmental and social criteria.
Sustainable
The term "sustainable" is often used loosely in the fashion industry, and may not always mean what you think it does. It's important to look beyond this claim and consider the entire production process, including the materials used, the manufacturing process, and the impact on the environment.
To ensure that you are making a truly sustainable choice, look for certifications like the Cradle to Cradle Certified™ program, which certifies products based on their impact on the environment and society throughout their entire lifecycle.
Biodegradable
Companies may claim that their products are biodegradable, but it's important to understand what this actually means. In some cases, biodegradable materials may only break down under very specific conditions, and may not actually be a more sustainable option.
To ensure that you are making a truly sustainable choice, look for certifications like the Biodegradable Products Institute (BPI) certification, which certifies products that meet strict standards for biodegradability and compostability.
Buying EcoFriendly Clothing? Make Informed Choices
In conclusion, it's important to approach claims made by companies in the fashion industry critically and with a discerning eye. Look for certifications and standards that certify the entire production process, and consider the overall impact on the environment and society. As we have covered in this blog, you must look for azo-free dyes, and UV protection certificates for textiles and check for claims that say sustainable, biodegradable, recycled materials, and so on.
By doing so, you can make informed and responsible decisions when shopping for eco-friendly activewear.
