Saturday Hashtag: #FabricSustainabilityGrift

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Fashion’s greenwashing claims about fabrics are highly misleading.

For instance, Lenzing, the manufacturer of Tencel, is pushing it as an “eco-friendly,” botanic fiber made from sustainably sourced materials. But in reality, it is a heavily processed, semisynthetic fiber (only partly made of eucalyptus wood pulp), and is as toxic as polyester and viscose, harming marine and soil life, and posing long-term human health risks.

Similarly, modal, another semisynthetic fabric made from beechwood, and hemp, also called eco-friendly, are processed with toxic chemicals. Modal is treated with substances like sodium hydroxide, while hemp, is often treated with caustic soda to soften fibers, leaving harmful residue that can contaminate both the environment and your body.

Bigger Problems 

The real issue is the mass adoption of cheap, synthetic fabrics blended with very small amounts of natural fibers to give an almost cosmetic appearance of being “eco-friendly.” Brands like H&M and Zara — once known for using natural materials — now rely on synthetic fabrics like polyester, nylon, and acrylic. The resulting greenwashed blend is just as harmful to the environment and human health.

These textiles are a major contributor to microplastics and forever chemicals in the environment, including in house dust, which is 100 times higher than previous estimates with 528 microplastic particles per cubic meter, and 2,238 particles per cubic meter in cars.

Toxic particles from fabrics also carry additives like flame retardants and dyes. The chemicals from flame retardants and dyes are not disclosed in labeling, leaving consumers in the dark about the threat level.

Health Impacts

These hormone-disrupting materials enter the human body through skin absorption and inhalation, causing cellular inflammation, infertility, and other long-term health and immunity problems. 

Synthetic fabrics are especially harmful to mucocutaneous tissue, the sensitive areas where the skin and mucous membranes meet that absorb toxins more easily; women and children are especially vulnerable in this regard.

Industry Trends

The fashion industry’s push for mass-produced synthetics, seen even in luxury brands like Ralph Lauren and Burberry, is driving the sustainable = healthy grift that is marketing harmful fabrics as eco-friendly alternatives. This is making 100 percent natural garments not only more expensive but almost impossible to find.

The true cost of these “sustainable” fabrics is hidden from the public. Until full transparency is regulated, both environmental and human health are being compromised by greenwashed labeling.

What You Can Do

• Demand transparency: Push for clearer labeling of chemicals used in fabrics, especially flame retardants and dyes.
• Research: Look beyond green claims, and investigate fabric origins and chemical treatments.
• Choose natural fibers: Opt for organic cotton, wool, linen, and untreated hemp.
• Support ethical organizations like:
• • Fabscrap
  • Textile Exchange
  • Global Standard 
  • Organic Cotton Accelerator
  • Better Cotton Initiative
  • Hemp Foundation
  • Smartwool
  • Woolmark
• Prioritize quality: Choose fewer, higher-quality items that last longer, rather than cheap synthetics that contribute to waste and health risks.

Consumer spending actually can push industry to embrace less toxic means of sustainability.

Hashtag Picks

55 Worst Fast Fashion Brands To Avoid in 2026 (And Why)

From Eco-Stylist: “Fast fashion is a business model characterized by rapid production, use of low-quality materials, and cheap labor, aimed at selling astronomical quantities of trendy clothing, catering to the demands of consumers looking for frequent wardrobe updates. It’s a huge sector of the fashion industry today: Many of the biggest and most popular brands rely on fast fashion principles. … But with 85% of clothes now going to landfill each year, fast fashion is a huge problem.”

EU Bans Destruction of Unsold Clothes and Shoes

The author writes, “The European Union has banned the destruction of unsold clothes, a move aimed at tackling overproduction and making the fashion industry more sustainable. On [February 9], the European Commission introduced new rules prohibiting companies from destroying unsold textiles and footwear. The measures are part of the Ecodesign for Sustainable Products Regulation (ESPR), which entered into force in July 2024. As the cornerstone of the EU’s transition toward a circular economy, the regulation focuses on enhancing product durability, reusability, reparability, and resource efficiency. The ESPR covers almost all physical goods placed on the EU market, with the exception of food, feed and medicinal products.”

Video: Navigating the Future of Green Claims in the EU

From Global Advertising Lawyers Alliance: “Brinsley Dresden (Lewis Silkin) and Daniël Haije (Hoogenraad & Haak) break down the latest EU regulations on green claims and sustainability marketing. With the rules from the EU Empowering Consumers for the Green Transition Directive set to take effect in September 2025 and the proposal for the EU Green Claims Directive still evolving, businesses face growing uncertainty about what they can and cannot say about their sustainability efforts. What can you say now? What will you be able to say in the future?”

Fashion Retail Outlook 2026

From Strategy&: “Heading into 2026, fashion retailers face a compressed window to operationalize what 2025 made clear: Winners will build trusted product data and transparency (Digital Product Passport readiness), faster and more resilient sourcing models (nearshoring and micro-manufacturing), and AI-native shopping journeys (agentic commerce), while sharpening their smart-value equation to protect margins and sustain growth.”

Get the Facts About Organic Cotton

From the Organic Trade Association: “Organic cotton is grown using methods and materials that have a low impact on the environment. Organic production systems replenish and maintain soil fertility, expand biologically diverse agriculture, and prohibit the use of synthetic toxic and persistent pesticides and fertilizers, as well as genetically engineered seed. Third-party certification organizations verify that organic producers meet strict federal regulations addressing methods and materials allowed in organic production.”

Why Is 100% Cotton Clothing So Rare in 2025?

The author writes, “You may ask, Why Is Nothing 100% Cotton Anymore? Rising costs, climate change, and new synthetic blends make 100% cotton clothing hard to find in 2025. You see fewer cotton clothes because farmers struggle with drought and factories pay more for cotton. Brands now mix cotton with other fibers to save money and create stronger fabrics. You face higher prices and more searching when you want pure cotton. Look for tips here to help you find real 100% cotton garments.”

5 Ways To Spot Greenwashing

From Treecard: “Greenwashing is when companies or bands spend more time and money on marketing themselves as being sustainable than on ACTUALLY minimizing their environmental impact. It’s deceitful advertising to mislead consumers who are looking for goods/services from environmentally-conscious brands, and Treecard is strongly against it. So here are some things to keep in mind as you consider your next purchase.”