What is greenwashing?

Greenwashing is the practice of making misleading or unsubstantiated claims about the environmental benefits of a product, service, or company. It can range from vague buzzwords like 'eco-friendly' or 'natural' on packaging to elaborate marketing campaigns that distract from genuinely harmful practices. In the fashion industry, greenwashing has become increasingly common as consumer demand for sustainable products has grown.

Common greenwashing tactics include using earthy color palettes and nature imagery on packaging, highlighting one small sustainable initiative while ignoring larger systemic issues, and making claims without third-party certification to back them up. For example, a brand might promote a single 'conscious collection' made from recycled materials while the vast majority of its production relies on virgin polyester and exploitative labor practices.

At ONDU, we combat greenwashing by only featuring brands that can demonstrate genuine commitment to sustainability through verified certifications like GOTS, OEKO-TEX, and FSC. We prioritize natural and biodegradable fabrics such as organic cotton, merino wool, hemp, and Tencel over synthetic alternatives, and we provide transparent information about each product's materials and manufacturing so you can make truly informed choices.