Greenwashing, Forever Plastics & the Messy Truth About “Sustainable” Fashion

Everyone wants to be a sustainable brand. But what does that even mean anymore? In an era where greenwashing is everywhere and “eco-friendly” tags are slapped on anything with a leaf on the label, it’s more important than ever to be honest about what sustainability in fashion really looks like and how painfully hard it is to actually achieve.

Let’s break down some of the most common misconceptions we hear when new brands come to us wanting to “go green.”

The Not-So-Eco-Friendly Truth About “Eco” Fabrics

We hate to say it, but fabrics like bamboo, viscose, rayon, and modal, often marketed as sustainable, aren’t quite the eco-heroes they’re made out to be. Yes, they start as plants. But by the time they become a usable fiber, they’ve gone through a heavy chemical process that transforms them into something much closer to plastic. These fibers are considered semi-synthetics and aren’t biodegradable in any practical sense. In most cases, they’re still a type of “forever” plastic, just one that began its life as a stalk of bamboo.

Even “recycled polyester,” while a better option in some ways, isn’t quite the sustainability savior it’s often made out to be. It typically comes from recycled PET (like plastic bottles), which can only be recycled one more time, and the process of turning them into fiber is energy-intensive and still contributes to microplastic pollution when washed. So yes, it’s an improvement over virgin polyester but far from a perfect solution.

Let’s Be Honest: Sustainability Is Really Hard

When a client tells us they want their brand to be “sustainable,” we always ask: Why? And how important is it to you, really?

Because the reality is: if you're making clothing, you're impacting the environment. There's no way around it. Textile waste, chemical dyes, water consumption, plastic packaging, and global shipping all have a footprint. Carbon neutrality is nearly impossible unless you’re running a hyper-local, made-to-order operation with natural dyes and hand-sewn finishes which most brands, understandably, are not.

Even brands that position themselves as sustainable often fall short of what their marketing implies. Some are more transparent than others, which is a good thing. But when you take a closer look, they’re still producing thousands of SKUs every year and relying heavily on synthetic fibers in many of their products. Outdoor gear brands, for example often praised for their environmental messaging, still use a significant amount of synthetic fleece and polyester, which are resource-heavy and shed microplastics.

Being “better than the worst” isn’t the same as being sustainable—and that distinction matters.

Greenwashing Is Everywhere

The truth is, many sustainability claims are exaggerated, oversimplified, or just... not the full picture. “Recycled fabric” doesn’t mean entirely recycled. “Organic cotton” still requires land, water, and labor. Even biodegradable fabrics need specific industrial conditions to break down and most garments never make it to those facilities. They end up in landfills or incinerators instead.

What’s more, many truly “sustainable” materials don’t always perform well. We’ve seen well-intentioned “eco-friendly” pieces fall apart after a single wash, while a synthetic blend lasts for years. That kind of performance gap means you may end up paying four times more for something that doesn’t last and ultimately gets tossed anyway. That’s not sustainable that’s greenwashing in action.

So… Should You Give Up?

Not at all. But it is time to be real.

If you’re committed to reducing your environmental impact, we’re here to support you. At Guided Makers, we help clients make informed material decisions, design products that actually last, and create manufacturing plans that minimize waste where possible. But we also won’t sugarcoat it: there’s no such thing as a perfectly sustainable brand.

Do your research. Ask hard questions. Look for certifications and real transparency. And remember if a brand’s sustainability claims seem too good to be true, they probably are.

Final Thought: Sustainability Is a Journey, Not a Label

The most sustainable thing you can do? Make less stuff, and make it well. Be honest about what your brand is doing, and what it still needs to work on. If you’re not 100% sustainable, join the club. What matters is progress, not perfection.

Want help figuring out how to build a better brand? We’d love to be part of that journey.