Special Report over tokenism. Every garment we make


features a scannable QR code, giving real insight into the positive environmental impact of each garment in terms of the water and energy saved, pesticides and C02 emissions avoided, as well as full supply chain traceability from field to warehouse, so our sustainability claims are backed by data, not marketing spin. TR: At Neutral, we understand the importance of transparency and accountability, especially when sustainability is a core value. To reassure garment decorators that our sustainability claims are credible, we rely on the world’s leading third-party auditing across every stage of our supply chain. Our garments are certified and audited by independent, internationally recognised organisations, from the farmer’s field to the final delivery. These certifications cover environmental impact, social responsibility, chemical management, and product safety. We usually say that our certificates work like traffic rules – they set clear guidelines for how our clothing is made and ensure that we’re held accountable for the claims we make, every single day. MH: Sustainability has been at the core of Stanley Stella since day one of the company at a time when it was not yet ‘the trend’. In terms of material, all the knitwear has used and still now only organic cotton, and for the outerwear, all polyester and nylon used is recycled without any exception. We ensure that all sustainable materials we use are backed by internationally recognised certifications: GOTS for organic fibres and GRS for recycled fibres. All products are also Oeko-Tex certified, which guarantees that they are in line with chemical requirements. In terms of social aspects, Stanley Stella has been a member of Fair Wear Foundation since the start of the company also; we are also a Leader Member for the fifth consecutive year. However, Stanley Stella goes beyond memberships and certifications and implements many activities to confirm that what is claimed is real.


Q) How does the industry combat greenwashing as a whole? MS: Education, red-flagging, naming and shaming. It would be very useful for the industry to have an authoritative guide to the various sustainability issues, with references to the relevant documents to ask for preferably with a ‘sustainability ranking’ for materials, processes and labour standards. CL: In my opinion, education and consumer awareness are very important. The industry


| 22 | July 2025


big or small companies and both in B2C or B2B. Upcoming regulations should lead to reducing greenwashing and oblige companies to increase transparency, accountability, and avoid greenwashing.


should do more to inform consumers through campaigns, helping them recognise greenwashing, shop more consciously, and question claims. Transparent and honest communication at all levels is essential to build trust. More emphasis should be placed on verifiable certificates. Regular company audits can help prevent and uncover greenwashing. I have many ideas on how to further reduce greenwashing… KW: Since joining Kingly, I’ve seen a genuine effort from both our suppliers and clients to push back against greenwashing. It’s now common for us to receive requests for certification proof, to complete ESG (Environmental, Social, and Governance) surveys, and respond to questions about which of our products meet the highest sustainability standards. There’s a growing sense of accountability, and I truly believe that more and more people in our industry are committed to helping it grow responsibly – finding that balance between commercial success and environmental stewardship. PB: True sustainability goes beyond fibres; it’s about responsibility at every stage of production and the printwear industry has a long way to go to achieve that. Greenwashing might sell in the short term, but real trust is built with accountability, traceability, and action which requires a long-term vision where companies truly prioritise people and planet before profit. TR: The industry is combatting


greenwashing through regulation, third-party oversight, transparency tools, consumer education, and collaborative standards. While there’s still work to do, these combined efforts are making it harder for brands to get away with false sustainability claims and easier for consumers to make truly responsible choices. MH: The fashion and garment industry are taking few steps to combat greenwashing and promote genuine sustainability. There is still quite a lot of greenwashing by either


Q) And one last question, is there anything else you’d like to mention about greenwashing? CL: Yes, of course. We would very much welcome stronger efforts to reduce greenwashing and hope for an efficient collaboration among all stakeholders – manufacturers, retailers, consumers, and policymakers – to share responsibility for the environment and the future. KW: Real sustainability isn’t quick or easy – it takes time, investment, and constant improvement. It’s not about flashy claims or surface-level efforts; it’s about being honest and committed. We all have a role to play, and the more we ask questions and demand transparency, the better our industry – and our planet – will be. PB: At Mantis World we don’t do greenwashing, we do the work. Sustainability isn’t a marketing campaign, it’s our foundation. From GOTS-certified cotton to long-term partnerships with ethical factories, we back every claim with data, certification, and transparency. In an industry full of green noise, we believe in letting the evidence speak for itself. Greenwashing thrives on what’s hidden. That’s why we make everything visible from farm to final stitch. Being open is who we are and who we’ve been since the beginning. Greenwashing crumbles under questions. At Mantis World, we welcome them: ask about our cotton, our factories, our packaging and we’ll tell you exactly how we’re doing things better and where we’re still working to improve. We chose organic cotton back in 2005 not because it was trendy, but because it was right. We have a 25-year record of building better and trying to do better. MH: The industry’s efforts focus on increasing transparency, accountability, and standardisation across the supply chain. The industry is increasingly adopting globally recognised third-party certifications that provide objective benchmarks and help consumers and decorators verify claims. Brands and suppliers are investing in training their teams to understand what real sustainability looks like – and how to communicate it honestly. This helps prevent unintentional greenwashing due to lack of knowledge.


www.printwearandpromotion.co.uk


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