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What is greenwashing? And why a truly sustainable fashion brand has no need to do it!

Dinki Human journal blog, what is greenwashing and why a truly sustainable brand doesnt need to do it

Ugh greenwashing! It's everywhere!

So what is greenwashing and how do you spot it?(Hint: A truly sustainable fashion brand doesn’t need to do it)

Here at Dinki Human HQ our core values are ‘sustainable, natural and fair’. Building a business around them is what makes us tick. We wouldn’t be who we are if we went against them. It takes work to make our brand sustainable and it’s work we’re happy to do.
Recently, we’ve been thinking about how big brands talk about sustainability and their ethics. It can be a dangerous path to navigate because everyone wants to feel good when they make a purchase. Big brands know this. And it can lead to overclaiming and misleading marketing.
Like us, you might have heard of the term ‘greenwashing’ - but what does it mean and how can we spot it?
Simply put, greenwashing is the practice of making something appear good for the planet when it’s not. Brands can fall into greenwashing when the claims they make turn out not to be true. Or, the claim may be true - but in reality has very little positive impact.
Some examples of greenwashing are:
  • Fast fashion brands widely advertising their ‘green initiatives’ while contributing hugely to fabric waste.
  • Plastic bottled water companies using images of nature and natural springs while continuing to churn out plastic.
  • Fossil fuel companies using their marketing to suggest they’re focusing on sustainable energy when they’re not.
  • A takeaway coffee brand championing a ‘straw-less lid’ design, which turned out to contain more plastic than the old lid and straw combined.

So look out for bold claims without any figures, product ranges that just have one tiny strand of sustainable products, and over-simplified marketing. In short, try andsupport brands that integrate sustainability into everything they do.
Being truly sustainable takes more time and effort. It can cost more. But we wouldn’t have it any other way.
Our Dinki Human products are always made from organic materials and non-toxic dyes. We’re a slow fashion brand with a continuous collection  - so we don’t design and make things according to the seasons. We concentrate on making good quality, durable clothing that will last all year round. We want you to love Dinki Human clothes and then pass them on so other families can love them too. And to help you do that we design our products to be gender neutral.
We check that every supplier we work with has the same values as we do. So their workers are paid a living wage and work in safe and clean conditions. And we don’t use animal products in anything we make.
When you buy from Dinki Human you’re supportingour core values - so thank you! You help us design and make with integrity and respect for people and the planet. 
Know of any other ways that brands can show they are (truly) committed to sustainability? Tell us more in the comments.


Author: Leo is a maker, writer and mother. She writes for businesses and brands with creativity at their core and makes collage art and illustration as @ordinary_shapes

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