Eco-friendly clothing stores are getting more and more popular worldwide since they hold better sustainable practices that help the environment and factory workers. However, most large companies may not be benefiting the environment as much as they say. Many customers arenít aware of this and continue to choose big brands like Forever 21 and H&M. In this article, youíll learn the myth behind the sustainable fashion movement to make smarter buying choices. 

How Big Fashion Companies Want You to Think

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Itís pretty clear people want to spend their money consciously in something that makes them feel good. Sustainable clothes seem to be the solution for the fashion needs that everyone has. However, large companies are also aware of this and use it as their reason to make environmental pledges. Big fashion companies want you to think you are buying quality at a reasonable price and saving the world afterward. This may be true to a certain point. 

For instance, Zara H&M and many other eco-friendly franchises release an annual sustainability report claiming their collections are made from recycled polyester and organic cotton. However, most of them still overproduce $4 billion worth of goods. It is true that they offer a green solution compared to conventional fast fashion that still uses materials that damage the environment. They even offer people a discount in exchange for their unwanted clothes. Yet, their real goal is to sell as much as possible also if it means overusing natural resources to keep expanding their brand. 

A Sustainable Solution vs. A Marketing Strategy 


Climate change is raising a lot of awareness among citizens around the world, which has made them look for sustainable solutions for their everyday lives. In fact, the fashion industry is responsible for 8% of global greenhouse gas emissions. This is why sustainability has taken over the marketplace, the more demand, the more pressure companies have to deal with. Many have managed to offer a green solution, but mostly through marketing campaigns that have quickly raised customer interest and improve sustainable credentials. 

Sustainable-Related Keywords

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Green fashion keywords have increased potentially in recent years as well as eco-materials such as organic cotton and Econyl. Itís easy to believe how little damage these companies cause. However, they donít mention that at least 500 gallons of water are required to make one T-shirt. Moreover, the manufacturing process still causes water and air pollution, which will continue as long as clothes are bought. 

Choose Eco-Clothing Brands that Matter

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There are still many drastic changes that need to be made before the fashion marketplace becomes 100% sustainable. For now, you need to be aware that most ďgreenĒ movement isnít as green as they make you think. Hence, choosing local and smaller fashion brands, peer-to-peer sharing platforms, and buying second-hand clothes can be better options than buying in any large apparel company. Furthermore, make sure to research about the business or place where you are buying your clothes. Joining the sustainable fashion is not impossible; it actually requires knowing how and where to buy real environment-friendly clothes. 

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