October 6 marks Plus Sized Fashion Appreciation Day—a moment to celebrate the progress made in inclusive fashion, spotlight the brands doing it right, and call attention to the categories still lagging behind. As the fashion industry continues to evolve, the plus-sized market is no longer a niche—it’s a powerful, growing segment that reflects the reality of how people live, move, and express themselves.

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.”