Fashion's Green Pretense: challenging Greenwashing

Zurich, May 7 2024

Greenwashing involves companies painting a misleading picture of their environmental efforts to attract eco-conscious consumers. These tactics range from using vague terminologies like "green" and "natural" to showcasing misleading eco-labels that lack substantive backing. Understanding these tactics will help you make truly environmentally friendly choices. 

     What is Greenwashing in Fashion? Greenwashing in fashion disguises harmful practices with eco-friendly facades. Brands boast sustainable labels without real change, misleading eco-conscious shoppers. It’s time to demand true transparency and hold the fashion industry accountable for its environmental impact.

At Sumissura, we cut through the green fog with clear, actionable sustainability. We don’t just claim to be sustainable; we prove it. By incorporating advanced AI into our design and manufacturing processes, we minimize waste and optimize resource use, ensuring we produce only what is needed and exactly as ordered.

Sumissura's commitment to sustainability is woven into every aspect of our operations, from the very first click on our website to the final delivery of a custom-fit garment. Here’s how we make sure every piece not only looks good but is good for the planet:

Made-to-Order Production: At the core of our sustainable approach is our made-to-order production model. Unlike traditional fashion retail, we only create garments when an order is placed. This means absolutely no overstock and no wasted resources, significantly reducing our environmental footprint. Every item is crafted to meet individual customer specifications, ensuring that each piece is as unique as the person who wears it.
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AI-Driven Efficiency: We leverage cutting-edge AI technology to optimize every aspect of garment production. This high-tech approach reduces the carbon footprint traditionally associated with fashion design by minimizing the need for physical samples and prototypes. By perfecting designs digitally, we ensure that the first cut is the right one. 

Perfect Fit Guarantee: Our innovative fitting technology uses detailed measurements to tailor garments that fit perfectly from the start, significantly lowering return rates. This precision reduces the need for costly and wasteful remakes. On the rare occasion a garment doesn't fit perfectly, we don't just discard it; we offer local tailoring solutions to adjust the fit, further reducing our environmental impact and supporting local businesses.

Controlled Production: We maintain stringent control over our entire supply chain, ensuring that every stage of production adheres to ethical practices and meets the highest quality standards. This oversight helps us safeguard against wasteful practices and ensures that every Sumissura garment is made responsibly.

Greenwashing not only diverts well-intentioned consumers towards less ethical purchases but also dilutes genuine sustainability efforts. When companies falsely claim environmental responsibility, they undermine the trust consumers have in sustainable products.

​What is the true cost of these misleading practices? Beyond consumer deception, greenwashing perpetuates unnecessary production, waste, and environmental strain. Each misleading claim erodes the foundation of genuine environmental advocacy, making it crucial to hold companies accountable.

Navigating the maze of sustainability claims can be daunting. To genuinely understand what you're buying, it’s crucial to recognize legitimate certifications from mere marketing fluff. Look for labels backed by rigorous standards and independent verifications such as the Global Organic Textile Standard (GOTS) for organic fibers, the Fair Trade certification, or the Blue Angel certification, which considers the environmental impact of products and services. Labels that offer detailed information rather than broad claims like “eco-friendly” or “green” tend to be more trustworthy. Always check if these certifications are current and relevant to the product in question. 

Questions to Ask Brands . Equipping yourself with the right questions can reveal a lot about a brand’s commitment to sustainability. Here are some critical inquiries to make: What specific sustainable practices are integrated into your product development? Can you provide details about the source of your materials? Are there any third-party environmental or ethical certifications that your company adheres to?How do you handle production waste?  What are your long-term goals for improving sustainability? These questions prompt brands to substantiate their claims and demonstrate their actual impact, helping you make more informed decision

Fast fashion seduces with its quick, cheap trends but hides a destructive reality. It ravages our planet, guzzling resources and spewing waste while exploiting workers. Worse still, the industry now cloaks its sins in greenwashing, misleading consumers with hollow "sustainable" claims. This deception not only undermines genuine environmental efforts but also manipulates eco-conscious consumers into supporting harmful practices.

Reject the facade. Sumissura offers a bold alternative. Our bespoke, made-to-order model champions true sustainability, not just in word but in action. By choosing Sumissura, you embrace fashion that respects both the earth and its inhabitants, turning away from fast fashion’s disposable culture. Together, we can foster a future where fashion is fair and fabrics are forever.

Identifying and supporting truly sustainable brands goes beyond checking labels. It involves understanding their overall impact on the environment, their community, and their workers. Research their sustainability reports and press releases for any past or ongoing initiatives. Follow them on social media and subscribe to newsletters to stay updated on their practices. Authentic brands are transparent about their successes and challenges in sustainability and are committed to continuous improvement.

As consumers, you have a powerful voice in advocating for stricter regulations on environmental advertising. By demanding clearer and more stringent standards, you can help set a baseline for what constitutes honest environmental advertising. Engage in public consultations, sign petitions, or support organizations that lobby for environmental transparency. By pushing for policy changes that require companies to disclose accurate information about their environmental impact, you can help create a more accountable market.

At Sumissura, we embrace the fashion industry's ongoing challenge to become truly sustainable. . Here's a candid look at our continuous strides for improvement:

Eco-Friendly Fabrics: We are tirelessly working to source materials that do more good than harm, understanding that every choice impacts our planet.

Energy Efficiency: As part of an industry often criticized for its environmental footprint, we are committed to finding innovative ways to lower our energy use and reduce our carbon output.

Local Production: Bringing production closer to our customers isn't just a logistical goal—it's our pledge to enhance local economies and cut down emissions. 

Community Engagement: We know that true sustainability encompasses fair and ethical treatment of all individuals involved in our process. We strive to uplift every community we touch.

Transparent Reporting: We believe in the power of transparency. By openly sharing where we excel and where we fall short, we hold ourselves accountable and encourage industry-wide change.

At Sumissura, our pride in our sustainable practices is matched by our commitment to continuous improvement. Our bespoke process does more than just personalize fashion—it actively reduces waste by ensuring that every garment is crafted only when needed and precisely according to each customer's specifications. This made-to-order model not only minimizes excess production but also enhances the longevity of each piece, contributing to a more sustainable fashion ecosystem. Every thread we weave and every choice we make is done with the utmost respect for our planet and the people we serve. In our journey towards sustainability, we remain humble, always looking for new ways to reduce our footprint and enhance our ethical practices.

Fast fashion's rapid production and turnover inherently clash with sustainable practices due to high resource consumption and waste. True sustainability in fashion requires deep systemic changes, not just superficial adjustments. 

To detect greenwashing, scrutinize claims like "eco-friendly" that lack specific, verifiable information. Authentic sustainability is backed by transparency and third-party certifications such as GOTS or Fair Trade.

What Sets Sumissura Apart from Fast Fashion?

Sumissura's made-to-order model eliminates overproduction and waste. Each garment is crafted to individual specifications, ensuring no resource is wasted on excess inventory, promoting both sustainability and personal value.

Consumers can promote sustainability by supporting transparent brands that adhere to ethical practices, choosing quality over quantity, and opting for brands that offer garment repair and recycling options. Education on the environmental impacts of fashion is also crucial.

Look for specific details and transparency:

Vague Claims: Be wary of broad, undefined terms like "eco-friendly" without concrete details or evidence. Lack of Proof: Genuine brands provide proof of their claims, such as third-party certifications or detailed reports on their environmental impact. Disproportionate Emphasis: Be cautious of brands that heavily promote one small 'green' aspect of their operation while ignoring more significant environmental or ethical issues.

Research: Spend time researching a brand’s claims. Look for detailed information on their website, check for sustainability reports, and read reviews. Seek Authenticity: Support brands with legitimate certifications and those that provide transparency about their supply chains and production processes. Educate Others: Share your knowledge about greenwashing and sustainable practices with friends and family to help raise awareness 

For more info or images please write me at raquel@hockerty.com