Special Report
How to spot those greenwashing claims Those in the know pass over their knowledge and give you their top tips to spotting greenwashing claims.
Keep an eye out for vague buzzwords like ‘eco-friendly’ or ‘green’ without any real explanation or third-party certification. If a supplier can’t show proof or avoids giving you clear answers, that’s a red flag. And even when they do provide certificates, take a moment to actually read them – sometimes only specific products or materials are certified, not everything they sell
– Kristi White, sustainability manager, Kingly
Firstly, look beyond the buzzwords and green logos. Words like ‘eco-friendly’, ‘sustainable’, ‘natural’, or ‘green’ are often used without evidence. So, ask questions. Secondly, get to know your certifications. Reputable brands will back their claims with third-party certifications. Authentic brands are transparent about their journey, not just the polished end result. In summary – trust your instincts, demand proof, and ask questions
– Prama Bhardwaj, CEO and founder, Mantis World
www.printwearandpromotion.co.uk
Look out for claims not backed up by evidence, i.e. no certification number, ambiguous language, any ‘will do’ as opposed to ‘have done’ or at least ‘are doing’ statements. Keep your wits about you
– Mariusz Stochaj, head of product and sustainability, Continental Clothing
A good tip is to check the credibility of certificates. For example, at Fruit of the Loom, we work with the recognised Oeko-Tex Standard 100 environmental certificate. Our supply chain is also transparent. Additionally, we work with the amfori BSCI audit and monitoring system
– Christian Lanvermann, senior marketing manager, Fruit of the Loom, Russell
Not all certifications are equal. Genuine sustainability claims are usually backed by independent third-party certifications. Be cautious if a brand makes broad environmental claims without these. If a brand uses vague badges like ‘eco’ without naming the certifying body, that’s likely greenwashing
– Tracy Richards, head of sales UK, Neutral
A garment decorator can spot greenwashing by critically evaluating the sustainability claims of the brands or suppliers they work with. Be cautious of terms like ‘eco-friendly’, ‘sustainable’, ‘green’, or ‘natural’. Check for third-party certifications and what they really mean in terms of content. Check the transparency level of the brand. Evaluate the full off er of the supplier (all products, all production origins and facilities, etc.) and avoid giving attention to only a small part of the off er. And finally, scrutinise marketing vs. action – Michel Hublet, head of sustainability, Stanley Stella
July 2025 |23 |
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