Communicating Sustainability: Is Your Brand Greenwashing or Greenhushing?

Greenwashing misleads consumers with false eco-friendly claims, while greenhushing hides real sustainability efforts. This article explores how to spot these tactics and why transparency is key in fashion. Learn how brands can communicate sustainability responsibly and build trust.

Greenwashing and Greenhushing in the Fashion Industry: Two Sides of the Same Coin

By now, it’s clear: sustainability has become an increasingly pressing priority for both consumers and fashion brands.

In recent years, words like “sustainable,” “recycled materials,” and “responsible” have flooded corporate communications, as brands compete for the attention of environmentally conscious shoppers. But behind this wave of green messaging lie two sides of the same coin: greenwashing and greenhushing.

Greenwashing: What It Is and How to Spot It

Greenwashing is a deceptive practice where companies try to appear more environmentally friendly than they really are. According to the European Securities and Markets Authority (ESMA), it involves "making sustainability-related claims, actions, or

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Published: 11/04/2025

Author:

Damō
Damō
BIO: DAMō is an online workspace for international designers and fashion brands that want to create sustainable fashion. DAMō was born from the union of the experiences of its founders, professionals in the fashion sector for over 10 years. Selene and Lorenzo embody the crucial connection between the worlds of design and production, embracing the philosophy of sharing knowledge and needs between these two universes to renew the fashion landscape.
"Knowing more about materials, regulations, and manufacturing processes is key to expanding our creativity and creating fashion responsibly."