'Greenwashing': The Meaning Of True Ecofriendly Clothing, Fabrics

Editor's Note: The following is originally part of a class project by Professor Adam Cuban of Ball State University beginning in the 2021 semester. Cuban continues the project through the fall semester to encourage students to explore sustainable efforts in the Muncie area. Students share their thoughts with Diana Watson, editor of The Star Press, Journal & Courier and Pal-Item.

Muncie, Indiana. The concept of "greenwashing" involves unsubstantiated claims by brands designed to mislead consumers that their products are more environmentally friendly than they really are. For example, clothing companies often use the terms "eco-friendly", "natural" or "organic" to do this.

While some brands are honest about the source of their dyes, fabrics and prints, not all brands are. Issues such as responsible sourcing, natural dyes and ethical production are part of the bigger puzzle of sustainable shopping, which if not properly addressed can affect your health and the economy as a whole.

Many companies are guilty and targeted for greenwashing, including fast fashion brands such as H&M and Zara.

In 2019, H&M released a product called Conscious, which it promoted as a sustainability effort, but it was criticized for a lack of evidence. On the other hand, there are brands that claim to be "eco-friendly" but still try, like the Avenue Clothing Company of Indianapolis.

Avenue Clothing Company is a new business in Indianapolis run by Janie and Mick McDaniel. This work is a passion for both of them, and Mick has pursued a career in renewable energy and solar for 19 years. Their mission statement reads: "If life can truly imitate art, so can fashion. But it must achieve more than just artistic status if it is to contribute to a healthier planet. They make a conscious effort to source American-made clothing. It include products from well-known, ethical and eco-friendly brands such as 4Oceans and storage wine candles.

Salvaged Wine makes candles from recycled beer and wine bottles, while 4Oceans uses 95% recycled glass beads, as well as recycled plastic string and stainless steel charms.

The transparency of this brand makes it trustworthy. You can also get special certificates from companies like Cradle to Cradle or Just that prove that the clothes you buy are environmentally friendly.

According to Mick McDaniel, only 4% of the clothes that consumers buy are made in America. Most of the clothes in your closet can be labeled as "made" in developing countries like Bangladesh, China, and Cambodia.

American-made clothing is good because "when you buy American-made clothing, the manufacturing process is shorter," says Robert Kester, director of the Center for Energy Research, Education and Services and professor of architecture at Ball State University. Circular economy.”

According to a European Union study on flight paths, Questar's concept of a "short circuit" means eliminating unsustainable modes of transport that emit carbon dioxide and smog that contribute to global warming. A UN study also confirms this, noting that “shipping and aviation represent 5% of global carbon emissions”.

Buying local will prevent more carbon dioxide from entering the air and water.

In the personal health space, Michelle B. Salyers, a professor of clinical psychology at IUPUI, founded Color Me Happy Fiber Arts Studio, a natural dye company in Fishers, Indiana.

She and business partner Linda Williams dye yarn and fabric with natural products from their garden, from marigolds to indigo and oak.

They also turn to Red Hill for natural and colorful products. They are not just a solid color in the fabric; You can create all kinds of patterns on fabric using ecoprinting, which uses leaves and plants to add texture to the fabric.

According to research conducted at Indiana University Bloomington, "it has been estimated that a factory can use up to 200 tons of fresh water per ton of dyed material." During the manufacturing and washing process of synthetic fabrics such as polyester, microfibers are also released into the water.

The best way to determine if a brand is eco-friendly is through natural dyeing, so the coloring of the fabric only takes a few days. Brand transparency with consumers is the best way to avoid greenwashing. Buying eco-friendly clothes can be more expensive due to the raw materials used to make them, but brands like Avenue Clothing Company show that they don't have to spend a fortune to help the planet, with their products that just a fraction is sold. Worth the money. $22. Instead of ignoring labels and dyes, think about how you can close the environmental loop by reducing, reusing and recycling your products.

This article first appeared in the Lafayette Journal and Courier: Greenwashing: The importance of truly eco-friendly clothing and materials.

What is greenwashing? | Continuous and interpretable