Sustainable or Greenwashing? How to Evaluate Fashion Brands

Рет қаралды 55,005

Күн бұрын

Sustainability is a marketing tool, and not every fashion company lives up to the claims it makes. Here's how to tell whether a brand is ethical, or greenwashing. These are the 7 steps I recommend when researching a fashion brand.
TIMESTAMPS:
0:27 - What is ethical and sustainable fashion?
2:00 - What is greenwashing?
2:17 - How to research a company's sustainability & ethics, and spot greenwashing
- 2:27 - 1. Look them up on Good On You.
- 3:35 - 2. Check the company's website (includes greenwashing red flags, plus what you'd find on a website of a company that's actually ethical).
- 7:22 - 3. Look for 3rd party certifications.
- 8:53 - 4. Evaluate their social media & marketing campaigns.
- 9:34 - 5. Check recent news related to the company
- 10:14 - 6. Read product reviews.
- 10:45 - 7. Contact the company directly.
11:39 - Final thoughts!
RESOURCES MENTIONED:
Good On You: directory.goodonyou.eco/
My blog post version of this video, with descriptions of the certifications and an email template to brands: imperfectidealist.com/sustain...
Is Everlane Actually Ethical or Sustainable?: imperfectidealist.com/is-ever...
Sustainable Fashion Newsletter: artisanal-thinker-4862.ck.pag...
SUSTAINABLE BRANDS:
See my sustainable brand directory: imperfectidealist.com/ethical...

Пікірлер: 147

@natalie-zy1wl 3 жыл бұрын

it blows my mind that there are tons of celebrities and rich people that still shop at fast fashion brands when they definitely have the money to shop more sustainably

@amordesdemona 3 жыл бұрын

I thought it was kinda funny that H&M had a 'conscious' like because they were essentially admitting that most of their stuff is made unethically or unsustainably

@imperfectidealist 3 жыл бұрын

Yes, that's exactly that!

@catarina81 3 жыл бұрын

It's like McDonalds selling vegan burgers! Vegans wouldn't ever buy those vegan burgers because they would be supporting a brand that is profiting from killing millions of cows, chickens and pigs

@torytalaga2568 4 жыл бұрын

Omg, I totally didn’t know about the water bottle thing. Brands really be trying to get our money by appealing to our sensibilities and desire to create meaningful change in the world!

@imperfectidealist 4 жыл бұрын

I know, right?! It's so gross how companies try to profit off of people trying to consume more consciously. Also, I realized that I oversimplified things a little - it's the recycling companies (not the brands, my bad!) that will recycle new water bottles and then try to sell the material as real recycled material. It's cheaper for the recyclers to "recycle" new water bottles than to collect and sort used ones, and they then mark up the prices to brands who want to use recycled materials in their products. Just wanted to clarify that since I misspoke. The underlying sentiment remains the same though - just people trying to profit off of people trying to live more sustainably :/ This is just another example of the importance of certifications!

@FlickeringEmber 3 жыл бұрын

I didn't realise that either, so I really appreciate knowing that now.

@catarina81 3 жыл бұрын

I am a fashion design student and I literally dont buy clothes anymore, I dont have any money to buy clothes and I am also tired of fast fashion. However I used to buy a lot of fast fashion clothing since I was young and I can tell I still have some clothes from when I was between 9 to 12 years old and I still use it nowadays (I am 24 years old!). I still wear it at home or inside other garments.

@imperfectidealist 3 жыл бұрын

Absolutely love that! I am also 24 and still have clothing from when I was around that age (I stopped growing young LOL). The oldest I can remember is a t-shirt from when I was 11 or so that I keep for sleeping in.

@izzbonito 4 жыл бұрын

this deserves more views! amazing info (:

@imperfectidealist 4 жыл бұрын

Thanks so much for watching! :)

@ruinedfall 3 жыл бұрын

“sustainability is intersectional” YAS

@alyssaabigail3304 3 жыл бұрын

i really appreciate your insights! as a sustainable fashion advocate, i think that we should all be educated by this video

@nemo558 3 жыл бұрын

thank you for making such an in-depth, yet accessible video!! i appreciate all the details, but still explaining the terminology used!!! such an incredible video!!!

@imperfectidealist 3 жыл бұрын

I'm so glad it was helpful!! Thanks for leaving such a nice comment, made my day!

@nikajin2851 3 жыл бұрын

Super great breakdown! These tips are good for other non-clothing companies claiming to be "ethical" and "sustainable" too.

@imperfectidealist 3 жыл бұрын

Glad you liked it! Thanks for watching and leaving a comment :)

@saraleger5385 3 жыл бұрын

I literally just stalked your tik tok and I'm not ashamed, and now it's time to stalk your youtube channel. I love how straightforward, black and white you are. Admitting if you know or don't know something or if you just found out about something. Like you are human, we are human, we make mistakes and we are not perfect. And I'm glad I found you, bc you reassure me bc I have fast fashion items I've had for literally 5+ years and that's okay I don't have to get rid of them. I have room for improvement and yeah.. thanks

@Kat-iv1pv 3 жыл бұрын

video popped up on my recommended - one of the few that points out that good for you is not exactly, let’s as you said on certifications, ‘not created as equal’. cheers!

@imperfectidealist 3 жыл бұрын

Thanks so much for watching and leaving a comment! You're right that we have to look at everything with a certain degree of skepticism.

@rachaelharrison1257 3 жыл бұрын

This is a fantastic video, thank you for sharing your research process! And thank you thank you thank you for mentioning size inclusivity, it is WILD how many otherwise ethical companies I can't shop in, even for basics.

@tiftyme 3 жыл бұрын

I really love how you broke this down. Just got done watching the Sweatshop documentary and now researching how I can make my fashion choices, now that I know.

@symonemance4263 Жыл бұрын

Can I just say I love you. Your doing great great work!

@amanecer3719 4 жыл бұрын

thank you so much! I love your videos and your content and thanks for promote the support for those companies who are really making the effort

@imperfectidealist 4 жыл бұрын

Thanks so much for your sweet comment! Really appreciate it

@visualsofjc 2 жыл бұрын

I just watched The True Cost documentary and my mind was blown. Thank you for making this video 😌🙏🏼

@AngelTrazo 3 жыл бұрын

so happy I found this channel :) you and inspiroue are so helpful on these topics

@imperfectidealist 3 жыл бұрын

Thank you so much for your sweet comments!! I also really like inspiroue's content!

@jennamillerhernandez8304 2 жыл бұрын

it's so nice in theory, but how does the everyday person who doesn't have 200$ to spend on one item shop sustainably. Also, I think the bigger issue is the huge fashion nova, shein hauls, ect; extreme overconsumption is more of an issue than the everyday person buying 3-4 items they need at the mall.

@ukezoro2997 Жыл бұрын

Buying secondhand

@nizanramly8196 2 жыл бұрын

Thank you for the input. I learned a lot.

@HillaryBe 3 жыл бұрын

LOVE this video. Thank you for taking the time to put this together.

@imperfectidealist 3 жыл бұрын

Thank you for watching and commenting! :)

@changveronicas 2 жыл бұрын

great video lily!

@annabellelaw518 3 жыл бұрын

thank u for all these tips!!

@heidibentz390 3 жыл бұрын

Thank you for making this video! I really liked seeing the person behind the blog. I keep my clothing and accessory budget tight, since I have enough of what I need and some of what I want, and loving buying second hand.

@imperfectidealist 3 жыл бұрын

Thank you for watching and leaving a sweet comment! I like your approach to sustainable fashion

@natak3705 3 жыл бұрын

Such great information. Thank you for sharing valuable content 😊

@imperfectidealist 3 жыл бұрын

thanks so much for watching and leaving a comment! :)

@tourist1313 3 жыл бұрын

Just want to comment on the halo effect comment. I work for a small ethical fashion company that started over 10 years ago. Things have changed so much in this time, including what is considered sustainable. While out focus has been mostly on fair wages and safe working conditions, we are working hard on making our company more sustainable but it’s very difficult to do an entire overhaul quickly while still making sure everyone is paid fairly. It’s expensive to replace infrastructure and completely overhaul supply chains. That being said we have a sustainable line not be use we are trying manipulate a halo effect but because we have to make changes in stages. Just thought it was worth mentioning! Also certification is prohibitively expensive.

@imperfectidealist 3 жыл бұрын

That makes a lot of sense, thanks for sharing! I think it's always important to consider the scale of the company too. I'd be more suspicious of a fast fashion brand with a sustainable line vs. a small brand with a sustainable line + clear plans to do an overhaul in time. And absolutely about the certifications, that's why I always try to mention that small brands are often unable to get them!

@aquariusmoontv 2 жыл бұрын

Great video! Thank you for sharing such useful information!

@msg6745 2 жыл бұрын

I'm glad to see a person who looks like me talk about sustainability. ❤

@user-px4hs7td8e 3 жыл бұрын

This Video is gold. Thanks for the precious informations!

@imperfectidealist 3 жыл бұрын

Glad you found it helpful! Thank you for commenting :)

@rubymoongymtoswim2202 3 жыл бұрын

I enjoyed this. However- second hand clothing should only be part of the solution- system change can only happen if we buy long-lasting pieces from circular economy brands.

@veseyexclusive 3 жыл бұрын

Thanks for sharing this great information!

@Marianne019 3 жыл бұрын

Such a great informative video, thank you for raising awareness.

@imperfectidealist 3 жыл бұрын

Thanks so much for watching and commenting! :)

@caylavanberkel_ 2 жыл бұрын

This was a very helpful video. Thank you.

@kessiehodges1044 2 жыл бұрын

This is so helpful thank you!

@sophienugent406 3 жыл бұрын

Youre amazing thank you so much for this video!

@imperfectidealist 3 жыл бұрын

Thanks so much for watching and commenting!

@AIGMODEL 3 жыл бұрын

this was so helpful thank you!

@IrenaXia 4 жыл бұрын

great content!!! thanks so much for making this video :)

@imperfectidealist 4 жыл бұрын

Thanks for watching! :)

@heidi-so2ds 3 жыл бұрын

thank you so much!! your video is super informative

@imperfectidealist 3 жыл бұрын

So glad it was helpful! Thanks for watching and leaving a comment :)

@mariaalekseeva478 3 жыл бұрын

Thanks a lot for this valuable and thorough info! I wish the best to you and your nice channel!

@imperfectidealist 3 жыл бұрын

Thanks so much for watching, and for your sweet comment! :)

@lukarumsey4892 4 ай бұрын

I appreciate this thank you

@eilis5341 4 жыл бұрын

great video ❤

@poodaeddie 3 жыл бұрын

i found you from tik tok so happy to watch your longer form content

@imperfectidealist 3 жыл бұрын

I'm so happy you're here! :)

@lifeisgood5588 3 жыл бұрын

Very helpful, thank you

@fullyshannon 4 жыл бұрын

Very good video! I feel the same. Very informative 🧡

@imperfectidealist 4 жыл бұрын

Thanks so much for watching! 😊

@Andrea-xe6kg 3 жыл бұрын

VERY helpful, thanks!

@fabioaquilino6682 3 жыл бұрын

Very good, informative and relaxed video 👍🏼

@imperfectidealist 3 жыл бұрын

Thanks for watching and commenting! :)

@megantindle9010 3 жыл бұрын

Great info!

@hannahjury386 3 жыл бұрын

Landfall is the best environmental doc! Shows the impact of Hurricane Maria on Puerto Rico and touches on great themes of how neoliberalism contributes to environmental and cultural degradation, a great display of the many interconnections between climate disaster, societal, economic, and political ills

@tatertots9572 3 жыл бұрын

Hi!! On your 4th point, you mentioned if the companies “address important issues” like the “impact on local community.” I was curious to learn more about this and what you meant by local impact? I’m new to this and I’d love to learn more 😅 great video btw!

@imperfectidealist 3 жыл бұрын

Hi there! I'm referring to social/environmental justice issues like garment worker rights, farmer rights, systemic racism, etc. For example, the brand Kotn reinvests in the Egyptian cotton farming community (where they get their cotton) by building schools. Hope this helps!

@haha-vp8kd 3 жыл бұрын

thank you for this video!

@imperfectidealist 3 жыл бұрын

Thank you for watching and commenting! :)

@mountain85 3 жыл бұрын

Thank you the world needs more people like you ❤️

@imperfectidealist 3 жыл бұрын

That's so sweet of you, thank you!

@mountain85 3 жыл бұрын

@@imperfectidealist of course pleasure's mine ! Would love to know more , educate us !

@Youarelight19 2 жыл бұрын

Very educating. Thank You :)

@notgump9112 2 жыл бұрын

Thanks fot your videos!!!

@nikolayivanov204 4 жыл бұрын

Nice and informative, thanks for sharing! I came across LCA data which claims that Hemp and Flax water retting can massively contribute to eutrophication. You mentioned them as sustainable options, so i'm wondering what data are you looking at. Thanks again, keep posting content!

@imperfectidealist 4 жыл бұрын

Hi there! Thanks for watching and asking a great question. I'm just now learning about eutrophication, but it appears that organic hemp, flax/linen, and cotton have about the same eutrophication potential (blogs.ubc.ca/ecohealth449/files/2011/01/Hemp-yarn.pdf and textileexchange.org/wp-content/uploads/2017/06/TE-LCA_of_Organic_Cotton-Fiber-Summary_of-Findings.pdf ). . I mentioned hemp and linen since they're biodegradable. Hemp specifically is also great because it returns 60-70% of the nutrients it takes from the soil, requires 50% less water than cotton, and needs relatively little space to cultivate: goodonyou.eco/material-guide-hemp/. It seems that producing linen is more laborious, but still better than synthetic materials: goodonyou.eco/how-sustainable-is-linen/. Does that make sense? If anything, this really underlines how producing any fabric, even those considered sustainable, still can't be 100% so, and that buying used (if possible) is always better.

@nikolayivanov204 4 жыл бұрын

@@imperfectidealist thanks, i appreciate the references. Looking at the studies you shared it seems like we have ~3 kg PO4 eq per 1000kg for cotton vs ~3 kg PO4 eq per 100kg for hemp. E.g. after scaling we are getting x10 more eutrophication for hemp (flax is not doing much better), which sort of matches what i'm also looking at. It's hard to quantify, but i guess water pollution and killing underwater life can just as bad as water depletion. Tradeoffs everywhere..

@imperfectidealist 4 жыл бұрын

@@nikolayivanov204 Oh yes, totally my bad for the quantities - I didn't realize one was 1000kg and the other 100. I agree that there are unfortunately lots of tradeoffs and many factors to consider. Thanks for bringing this one to my attention! Like I said, really emphasizes how buying less and buying secondhand are always better environmentally, if possible.

@jagrealtalk 4 жыл бұрын

Very Informative thanks for sharing!

@imperfectidealist 4 жыл бұрын

Thanks for watching :)

@jagrealtalk 4 жыл бұрын

@@imperfectidealist Sure thing! This is my niche as well. You are so comfortable on camera, I'm trying to get there!!!

@yaapeasah4443 3 жыл бұрын

It's the honest for me! 😊😊😊😊😊

@andydutton455 3 жыл бұрын

Even companies trying to become more sustainable wrap everything in plastic.

@shellyfegter8688 2 жыл бұрын

Wow! You have opened my eyes to things that I knew nothing of. I just opened an eBay store with the intention of selling quality items in the most eco-friendly way possible, this includes sustainable fashion... I'm also going to be selling my photography artwork as soon as I find quality eco-friendly photo paper and a printer that is as eco-friendly as possible. I have already begun buying used frames and materials that I can repurpose for framing the prints. I have also been collecting used shipping materials and accepting local pick-ups for sales. I started this after "minimalizing" the clutter in my home. We try to reduce our own carbon footprint as much as possible in our everyday lives and it's something that is very important to me. I would love it if you could point me to any of your videos that would help me reach my goals, or if you could leave me any advice! 🐦 🌲🌹🌳🐬🐞🌴🐳🐢

@louiseerbslisbjerg7854 3 жыл бұрын

Hpnesyly I think Good on You is practically greenwashing it-self. The evaluation is often...strange and a lot of brands are'nt listed even though they are relatively big. I dont really understandtge purpose of it to be honest.

@sophiafbezerra4231 3 жыл бұрын

I think on the topic of ethics in terms of reducing animal products it’s important to consider that some animal products can be produced ethically as well as some of the alternatives to animal products aren’t sustainable (ie wool vs acrylic fabric). Also I think it’s important for companies to include disability in ethics with more inclusive lines (Tommy Hilfiger has an adaptive line) as well as hiring disabled models.

@imperfectidealist 3 жыл бұрын

Yes, absolutely! Same goes for TPU/vegan leather vs. real leather (really a tossup, though there are some innovative vegetable-based leathers). I had never thought about how people with disabilities may need adaptive clothing - thank you for sharing this info! I will keep this in mind going forward.

@ameesharose5818 3 жыл бұрын

Very useful video. Can you name some brands that are sustainable, other than Patagonia

@imperfectidealist 3 жыл бұрын

Thanks for watching! Sure, I'll add a couple to the description box :)

@meisekohl8765 Жыл бұрын

💚

@meisekohl8765 Жыл бұрын

💜

@wwirelesswwizard 3 жыл бұрын

A really good book about sustainability that I would recommend is “Fibershed.” Also, I can’t remember the title, but there was a really good documentary on Curiosity Stream that covered how so many of the clothes that are donated to thrift shops are sold to developing countries & end up wrecking the livelihood of traditional garment-makers.

@OpsRape 3 жыл бұрын

damn sounds like i'm gonna have to be researching sht 24/7 just to get around companies potentially lying to me

@healthynewshub7655 3 жыл бұрын

Greenwashing! I thought I clicked on a video about how to wash your kale :) Jokes.. I am starting an active-wear brand so doing a little research

@imperfectidealist 3 жыл бұрын

Hahaha love it! And great to hear that you're doing this research for your brand :)

@carolinebara 3 жыл бұрын

Are jeans from weekday good? i can’t find them at good on you

@ivanenkovich 3 жыл бұрын

I am not sure I understand why hiring "minority" is going to improve the quality of business and/or equality. However, I do understand how not focusing on colour of the skin has a potential to improve equality. I believe we should stop classifying people into Asian/Black/White/etc and perceive everyone as "people". Also, good information sum up, I found it very useful. Thank you.

@sarahthatcher123 3 жыл бұрын

How do you know if small brands are doing what they claims without third party certification and if they are so small they aren't really on social media....ie. Softwear on "Made Well'? Can you also recommend any websites like made well and Earth hero and Canadian Versions?

@imperfectidealist 3 жыл бұрын

Hi Sarah! I'm not familiar with "Made Well" - every time I look it up, I get Madewell, the clothing company. If it's a sustainable marketplace, I'd check with their approval standards. You can always email them about that specific company to see what info they have on them. I wasn't able to find any sustainable marketplaces specific to Canada, unfortunately. If you're looking for clothing, I know Kotn and Encircled are two brands that are doing good things! Hope this helps, and thanks for watching :)

@kazirafatullah2631 2 жыл бұрын

Is recycled polyester goood?

@faramund9865 2 жыл бұрын

I think it's pretty much, if they tell you exactly where it's made and how with what resources, you can check if it's sustainable. If that is hidden, you pretty much know it's not ACTUALLY sustainable.

@rachel-zs2oc 3 жыл бұрын

It sucks how celebrities think that by buying expensive brands e.g. louis vutton, gucci, etc. that these brands are sustainable. When in reality many of these brands don't always pay workers or people who make this clothing a good wage. They also often use animal carcasses (leather) or fur which has been shown to have a huge environmental impact. These companies like H&M just want to appeal to the current trend of sustainable fashion to earn more money.

@heatherlavalle6871 3 жыл бұрын

I can’t imagine it’s ethical to not encourage consumers to buy more products as they still have to make payroll and pay for employee benefits. We can’t expect them to not market and want to have continuous orders.

@imperfectidealist 3 жыл бұрын

I didn't say it's unethical to market - I said it's *unsustainable* to *constantly* be promoting new products and releases. Sustainable companies need to acknowledge that part of sustainability is loving what you already own and repairing it when it breaks :)

@heatherlavalle6871 3 жыл бұрын

@@imperfectidealist I get it but it’s such a fine line. If you have a new product, you need to market it and let the consumer decide whether or not they need it. People with such strict ideals need to look at the bigger picture of how business works. It’s not reasonable to say a company isn’t ethical because they are constantly marketing new products. It isn’t their job to preach such things, it’s yours. 😀I really do enjoy your channel BTW. I’m not trying to put you down, just inviting you to take a look at a different perspective.

@imperfectidealist 3 жыл бұрын

@@heatherlavalle6871 Hey no worries, I see what you're saying, but there's a fine line between marketing your product and constantly promoting consumption (daily emails, coming out with new lines all the time, not encouraging sustainable consumption). That's the distinction I was making :) I agree that it's unreasonable to expect companies to not market altogether, and that's not what I was saying at all!

@b3a3n3a3n3a3s 2 жыл бұрын

@@imperfectidealist How can we clearly define where that line is?

@bookwormsensation8024 3 жыл бұрын

What are sustainable brands

@chacri08 4 жыл бұрын

What clothing company you suggest?

@imperfectidealist 4 жыл бұрын

It depends on what you want to buy! Check out Good On You for a directory of brands rated on sustainability. And see if you can find what you need secondhand, as that's always better than new :)

@chacri08 4 жыл бұрын

@@imperfectidealist Thanks

@imperfectidealist 3 жыл бұрын

@@chacri08 No problem! I'm also going to add a few brands to the description box, since some others have asked!

@quittenfee42 3 жыл бұрын

Can't leather and wool be sustainable? They last a very long time when made from high quality materials, and pure wool can be recycled. They do so in Italy at least... And afterwards they are biodegradable.

@bitethatbullet7054 2 жыл бұрын

Exactly, leather will always be sustainable. A ‘vegan leather’ bag will not last as long and is not sustainable. Leather can be a bi-product.

@LiveTree 3 жыл бұрын

Why are sustainable fassion brands more expensive than the rest? Have they in part greenwashed their image in hopes of appearing more sustainable which warrants the prices they set? #livetree #fairweb

@mountain85 3 жыл бұрын

Also is Mango a good company?

@imperfectidealist 3 жыл бұрын

Mango is not well-rated on Good On You, unfortunately!

@mountain85 3 жыл бұрын

@@imperfectidealist but they are promoting as sustainable cotton...I love their jeans. Could you please recommend better , ethical brands for jeans ?

@imperfectidealist 3 жыл бұрын

@@mountain85 Just seeing this reply, apologies! Sustainable cotton is just one aspect of being a socially responsible company. There are many other aspects to consider. I don't really wear jeans (gasp!), but you may find this article helpful: goodonyou.eco/ultimate-guide-to-sustainable-jeans-and-ethical-denim/

@LuuGolinski 3 жыл бұрын

recycling unused plastic bottlres!? 🤯😱😖😢

@angelotoscano5080 3 жыл бұрын

You are so beautiful!

@imperfectidealist 3 жыл бұрын

ahh that's so sweet, thank you!

@nisrinahusnulkhotimah9861 3 жыл бұрын

i agreed with everything you said but "if there are domestic labour issues, that doesn't bode well for their overseas labour ethics" didn't sit well with me. why differ the two? you could've said "the fact that labourers weren't able to unionise only entails that there are more labourers being treated unfairly" period.

@imperfectidealist 3 жыл бұрын

Hey there, garment workers in developing countries have historically been at higher risk of labor abuse compared to corporate employees in the US. I'm not sure why this statement didn't sit well with you, as this is simply the sad reality of the labor conditions in the world.

@nisrinahusnulkhotimah9861 3 жыл бұрын

@@imperfectidealist yeah, and as someone who lives in indonesia i am fully aware of that. and that's why it didn't sit well when you said "if there are domestic labour issues, that doesn't bode well for their overseas labour ethics". it wasn't your intention but it can come across as you "othering" overseas labourers.

@imperfectidealist 3 жыл бұрын

@@nisrinahusnulkhotimah9861 I think it's important that we understand and recognize that workers in developing countries are being treated even more unfairly. Simply saying that "other workers are being treated unfairly" doesn't recognize this. We can't solve these issues without raising awareness around them and calling them out explicitly.