There is a word that has become almost meaningless in fashion. That word is “sustainable.”
Walk through any high street. Click through any fast fashion website. You will find it everywhere — on swing tags, in campaign imagery, in brand manifestos written with what appears to be genuine conviction. “Sustainable collection.” “Eco-conscious line.” “Our commitment to the planet.”
But here is the uncomfortable truth: in 2026, consumer awareness of sustainability is at an all-time high — and so is the sophistication of greenwashing. More shoppers than ever are demanding transparency, and more brands than ever are offering the appearance of it without the substance.
Here is how to tell the difference.
What Greenwashing Actually Is
Greenwashing is the practice of making misleading or unsubstantiated environmental claims about a product or brand. It ranges from the blatant — labelling a product “eco-friendly” with no evidence — to the subtle: using natural imagery, earth tones, and language of mindfulness to imply sustainability without demonstrating it.
The fashion industry is particularly susceptible to greenwashing because clothing is complex, supply chains are long, and most consumers have limited time to investigate claims. A brand can use the word “sustainable” on a product made in a factory with no environmental standards, from materials with no certified biobased content, by workers paid below living wage — and face very little accountability for it.
This is changing. The EU is introducing Digital Product Passports — regulations that will require brands to disclose the full lifecycle of their products, from material origin to end-of-life options. But until those standards are enforced universally, the responsibility of discernment lies with us as consumers.
The Seven Signs of Greenwashing
1. Vague language with no verification
“Eco-friendly.” “Conscious.” “Green.” If a brand uses these words without supporting evidence — certifications, material specifics, supply chain details — treat them with scepticism. Claims that cannot be verified should not be trusted.
2. A single “sustainable” collection within a brand that is otherwise fast fashion
This is one of the most common forms of greenwashing. A brand produces thousands of throwaway garments and launches one “conscious” line as a marketing exercise. The environmental impact of the core business is unchanged; only the narrative shifts.
3. “Vegan” used as a synonym for “sustainable”
Vegan and sustainable are not the same thing. A bag made from PVC plastic is vegan. It is also non-biodegradable, petroleum-derived, and a source of microplastic pollution. The absence of animal products does not automatically indicate environmental responsibility.
4. No information about where or how it is made
Genuinely sustainable brands can tell you exactly where their products are made, by whom, under what conditions. If a brand is evasive about its supply chain, that evasion is itself informative.
5. Certifications that sound official but carry little weight
Some certifications are rigorous and independently verified — USDA Certified Biobased, GOTS (Global Organic Textile Standard), B Corp. Others are self-awarded or industry-funded with minimal standards. Look for third-party, independently verified certifications.
6. Focus on packaging rather than product
Recyclable packaging is a positive step. But if a brand’s entire sustainability narrative centres on its boxes and tissue paper while the products themselves carry no environmental credentials, something is off.
7. Sustainability as aesthetic rather than practice
Earth tones, natural imagery, handwritten fonts, and words like “artisanal” and “mindful” can create a powerful impression of sustainability. But aesthetics are not ethics. Look beyond the visual language to the substance behind it.
What Genuine Sustainability Looks Like
Genuinely sustainable brands share several characteristics:
They are specific. They tell you exactly what their materials are, where they come from, and what percentage of the content is plant-based or recycled. They do not say “eco-friendly leather” — they say “Desserto® cactus leather, USDA Certified Biobased, 65% plant-based content.”
They are transparent about their supply chain. They know who makes their products. They can tell you where. They pay fair wages and can demonstrate it.
They hold independently verified certifications — not self-awarded badges, but standards that require ongoing verification by third parties.
They acknowledge imperfection honestly. No brand is perfectly sustainable. The honest ones will tell you where they are still improving, rather than claiming they have already arrived.
The Coneli Standard
At Coneli, we list every material on every product. We name our supplier — Desserto® for our cactus leather — so you can verify their credentials independently. We tell you that our bags are made by a family-run atelier in Porto, that our hardware comes from Lisbon, that our workers receive fair wages.
We hold USDA Certified Biobased certification on all our materials, requiring a minimum of 65% plant-based content — independently verified, not self-declared.
We will also tell you what we are still working on. Because perfection is not the goal — honesty is.
In 2026, the most powerful thing a fashion brand can offer is not a “sustainable” label. It is the courage to be completely transparent.