Greenwashing: the green illusion of fast fashion

Greenwashing: The green illusion of eco-conscious fast fashion is growing, and brands are well aware of this. The result: "green" marketing is exploding. But beware, not everything green is ethical. Greenwashing is everywhere.

What is greenwashing?

It's when a company presents itself as eco-friendly or responsible without actually being so. It's a kind of marketing camouflage to continue selling without changing its practices.

Concrete examples:

• An "organic" t-shirt made in deplorable social conditions

• “Recycled = Responsible” campaigns when the majority of the collection is ultra-polluting

• Vague terms like "green" and "eco-friendly" without certification or transparency

How to spot the real from the fake?

• Look for official labels (GOTS, OEKO-TEX, etc.)

• Read the product sheets and the origin of the materials

• Beware of pretty promises without concrete proof

What Memento Terra does differently

No grand speeches, but actions: transparency regarding suppliers, natural or recycled materials, unit production. Style, yes. Illusion, no.