It’s Earth Week, and green is everywhere. It’s on trend, on tags, and plastered across brand campaigns. But for some companies, it’s more costume than commitment—a surface-level nod to sustainability meant to win over conscious consumers without actually doing the work. Welcome to the world of greenwashing—where not all green is clean, and sometimes, it’s just camouflage.
Sustainability has become marketing gold, and brands know it. Many have simply wrapped their image in a shiny green ribbon, tossed around buzzwords like “eco” or “conscious,” and slapped on a sustainability sticker, hoping it’s just sticky enough to dodge any real scrutiny and keep anyone from asking questions. But peel back the facade, and you’ll often find the same harmful practices hiding underneath.
So what exactly is greenwashing?
In short, it’s performative marketing 101: when companies mislead consumers by presenting themselves as environmentally responsible, but behind the scenes, they fail to live up to those claims or continue the same harmful polluting practices. Think flashy green ads or new ‘sustainable’ collections with conveniently vague messaging or a lack of product detail—strategically designed to make you feel good about buying, even when there’s little substance behind the claim. It’s like calling a shirt “eco-friendly” just because 1% of the fabric is recycled. Technically true, practically meaningless. The goal is to win over consumers with the appeal of social and environmental responsibility without putting in the actual effort to function more sustainably.
This kind of manipulative marketing is everywhere, and the timing isn’t a coincidence. Consumers today are more environmentally-conscious than ever—sustainability has gone from a buzzword to a buying standard. And smart businesses know that. Enter…the “green market”—a place where brands can flex their sustainability credentials, reap the profits, and most importantly, help the planet. The problem? Well, with great opportunity comes great… deception. Many companies are more interested in looking sustainable than actually being sustainable. They have jumped on the eco-bandwagon not to make real change, but to both blend in and cash in—wearing green as a camouflage allows companies to deflect criticism, continue business as usual, and bring in the green. Pun very much intended.
With so many companies rushing to look green, it’s become harder to tell who’s legit and who’s just playing dress-up. To some, sustainability is just a performance, and green is the costume.
Fast fashion is a prime example. Despite being one of the world’s largest polluters, many fast fashion companies have launched so-called "sustainable" initiatives in the face of public pressure. But a closer look often reveals that their actions don’t match the marketing. If you dig a little deeper, you’ll often find the same wasteful supply chains, synthetic fabrics, and mass production models still in place. Some of the most well-known fast fashion companies have been caught stretching the truth with misleading, ambiguous, or deceptive messaging. The “eco” label becomes a bandaid on a much deeper wound—used to mask the fundamental issues in the fast fashion business model’s environmental impact.
And the consequences? Consumers lose trust. Authentic sustainable brands get overshadowed. And the planet doesn’t get the help it desperately needs. Greenwashing isn’t just misleading—it’s damaging. When shoppers feel misled, they become skeptical of all sustainability claims, even the honest ones. That kind of doubt slows down real progress and makes it harder for truly ethical brands to stand out in a sea of green-tinted marketing.
So before you fall for the pristine green marketing tactics, ask yourself: is this brand living up to its message—or just dressing up in it?
Where does URTHWEAR stand?
Sustainability talk is everywhere, and it’s easy to lose sight of what’s real in a sea of empty promises. But here’s where URTHWEAR is different: we’re not just green in theory—we’re green in practice.
Here’s what real looks like:
🌿 100% Organic Cotton: The majority of our clothing is crafted from pure organic cotton, chosen for its sustainable production methods that are gentler on the planet and safer for our customers. Our goal is to create timeless basics that last far beyond a few wears, providing you with high-quality, durable staples that you’ll only need to buy once.
♻️ 88% Recycled Polyester Activewear: Our activewear line is made with 88% recycled polyester, repurposing materials that would otherwise end up in landfills or oceans. It’s performance gear with a purpose.
🧢 Accessories with Intention: Our sunglasses feature frames made from 90% plant-based bioplastic and lenses made from 100% plant-based bioplastic. As for our caps and totes? Made from 100% GOTS-certified organic cotton—better for the earth, better for you.
🌎 Made in the USA: With the exception of our caps and sunglasses—which are responsibly crafted in Vietnam and Italy—all of our products are responsibly made in the USA.
We don’t just wear the label of sustainability—we earn it, every step of the way. This isn’t a marketing angle; it’s how we operate, how we source, and how we show up for the planet. Because doing better for the earth isn’t a trend for us—it’s the baseline.
In a world full of eco-claims, we believe actions matter more than words.
Written by Kennedy Rivera.
