Greenwashing and how to avoid it.

Greenwashing as written by Tena from @thinking.threads on Instagram is: ’when a company uses ‘sustainable’ materials or claims to be following a ‘eco-friendly’ process. But their process is actually unethical and the truths are hidden.’

Daines Atelier- have you fallen victim to greenwashing? Sustainable and eco fashion.

The act of consumer deception through misleading claims. For example H&M have been known for their acts of Greenwashing. Their recycling scheme claim to recycle all clothing, whereas according to Elizabeth Cline in reality only 1% of clothing can be truly recycled. (statistic taken from, and article written by Cate Billinton on the 12th December 2019).

But why do we allow these companies convince us that Fast Fashion companies can be green and have a moral compass? Perhaps it’s a inner hope that everyone cares for the planet, when I reality there is only a small percentage of ethical consumers on this planet.

We’re all guilty of falling into the trap of Greenwashing: But here’s some ways we can hopefully avoid it. With facts taken from Vogue.


Most companies will not present that statistics which are inline with their statements. For example Boohoo make this statements towards their “vision”. Taken from their Environment and Social Responsibility Page.

boohoo group plc has a number of existing initiatives underway, borne from our commitment to sustainability, ranging from clear policies on modern slavery and ethical supplier conduct, through to zero waste to landfill at all our UK sites.

In the context of growing global inequality and increasing climate change impacts, we recognise that we can – and must – do more.

Where’s the figures? Where’s the proof that theyve already made a change? They show their awareness to the negatives, but don’t present an action plan towards what they aim to do.

Even in their Black Friday Sale in 2020 they were offering up to 90% off. How much did their clothing truly cost to make?


The word ‘Organic’ is something which constantly gets thrown around in greenwashing. It may be organic, but what were the workers conditions? Was it ethically produced? Using the term ‘organic’ as a marketing tool is also very common.

In an article by Marc Bain on Quartz ( written on May 28th in 2017. He shows us that without the use of pesticides it can take up to triple the gallons in water to produce the same amount of cotton required. Causing a lower yield in crops for a an overall higher impact.

This is why at Daines Atelier we aim to use the resources already around us. Rather than use materials which will increase our impact on the planet. Using materials which have already contributed to the planet is difficult to turn the clock back on. However by using them up their impact factor lowers as they finally have a purpose- following the circular fashion model.

Next time you shop sustainable, THINK, is this Greenwashing?

1. How transparent are this brand?

2. Do they have the facts to follow thier sustainable key word?

3. What’s their score on The Fashion Revolution Transparency Index?

Looking to shop with a transparent brand? Why not shop with us.

At Daines Atelier we keep our promise on being Transparent.

Everything from our fabric sourcing, our studio in the UK and our processes will be kept open and honest to you. We will not sugarcoat or hide details as we believe that shopping with a brand who is open, is equally as important your own self worth.

On our product descriptions we try to maintain information regarding materials etc. This is the future of the fashion industry: transparency.

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