Special Report
How to spot those deceptive eco-claims
Have you ever used a range of garments thinking it was eco-friendly and sustainable, only to find it wasn’t? P&P editor Melanie Attlesey spoke with six of the most sustainable printwear brands in the market to get their viewpoints on the tricky practice of greenwashing and how as a garment decorator, you can avoid it.
Q) Firstly, in your opinion, what is the definition of greenwashing? Mariusz Stochaj, head of product and sustainability, Continental Clothing: Greenwashing is creating a misleading impression of sustainability values through intentional means or through negligence and ignorance.
Christian Lanvermann, senior marketing manager, Fruit of the Loom, Russell Europe and JERZEES: Greenwashing refers to a targeted strategy by companies to present themselves as more environmentally friendly and sustainable than they actually are. It involves pretending to have sustainability and environmental awareness to enhance the brand’s or company’s image and to gain the trust of consumers.
Kristi White, sustainability manager, Kingly: Greenwashing is when a company makes something seem more eco-friendly than it actually is, usually to attract environmentally conscious buyers. It’s essentially using sustainability as a marketing tool without backing it up with real actions or data. Consumers want to make better choices, and greenwashing takes advantage of that.
Prama Bhardwaj, CEO and founder, Mantis World: We think of greenwashing as when a brand, company or organisation makes misleading or unsubstantiated claims about the environmental benefits of a product, service, or practice, to appear more sustainable than they actually are. Tracy Richards, head of sales UK, Neutral: Greenwashing is the practice where a brand or company gives a false impression of environmental responsibility. This often involves using marketing tactics – like vague sustainability claims, packaging that makes the product appear more eco-friendly than it really is or limited ‘green’ product lines – to appear more environmentally conscious than they actually are.
Michel Hublet, head of sustainability, Stanley Stella: Greenwashing refers
| 20 | July 2025
to the practice where companies deliberately exaggerate or misrepresent their environmental initiatives to appear more sustainable than they actually are. The objective is often to enhance brand reputation, attract environmentally conscious consumers, or gain access to green investments without making meaningful changes to business operations. Greenwashing not only damages consumer trust but also creates an uneven playing field for genuinely sustainable businesses.
Q) How do you think greenwashing works, in particular in the garment decoration industry? MS: I observe a trend of making ambiguous statements, where an intention, a plan or an adopted policy are projected as having delivered an improvement. CL: Various approaches are used to carry out greenwashing. Often, products are labelled with seemingly sustainable labels, even though the entire production chain is not transparent. Additionally, misleading environmental certifications are frequently used. Some companies highlight an environmentally friendly feature while the majority of their production remains harmful to the environment. Terms like ‘sustainable’, ‘natural’, or ‘eco’ are often used without clear proof, leading consumers to believe that a company adheres to environmental
standards and produces sustainably. Unfortunately, the list of greenwashing tactics is very long, and there are many loopholes. KW: In our industry, sustainability sells – and unfortunately, that opens the door for greenwashing. Many brands use buzzwords as part of their branding without offering any real proof. Because customers are increasingly asking for responsible products, companies might highlight one green aspect, while ignoring more impactful issues like unethical labour or water-intensive production. With so many players involved, it’s easy for messaging to sound good without being backed by substance. That’s why clear certifications, transparency, and traceability matter more than ever. PB: Greenwashing in our industry typically involves brands or suppliers making misleading or exaggerated environmental claims to appeal more eco-conscious to buyers without actually backing them up with meaningful or verifiable action. Making misleading fabric claims. Some companies market items as ‘organic cotton’ when they contain only a small percentage of organic fibres, or they blend it with conventional cotton and still promote it as fully organic. Even when a product is made with ‘better’ fibres, the supply chain can still involve factories with poor labour standards or excessive environmental impact. Recycled polyester is often marketed as a sustainable hero, with claims like ‘you’ve saved xxx bottles from the ocean’ – but this is misleading. In reality, most of those bottles were never heading for the sea, and once turned into clothing, they can’t really be recycled again, turning a potentially circular material into waste. Many brands spotlight a tiny ‘sustainable’ capsule collection in their marketing, while quietly continuing to produce the vast majority of their clothing through the same harmful, unsustainable practices. It’s a distraction tactic that shifts focus from the real impact of their overall operations. Companies can focus on offsetting instead of reducing – highlighting
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