I’m mad. And here’s why.

A brand I used to obsess over had a drop tonight. I don’t shop there all that much anymore, but I had a gift card, so I checked it out. Within minutes, most of it was sold out — dozens of “sustainable” pieces, gone in a flash. Years ago, that would’ve triggered major FOMO. I’d be refreshing multiple devices just to grab something. But tonight? I logged off.

If I’m spending hundreds on so-called ethical fashion, I shouldn’t feel rushed or manipulated. And here’s the truth: fashion is responsible for up to 10% of global carbon emissions, and that’s more than all international flights and maritime shipping combined (EARTH.org, 2025). These “green” brands creating urgency and overproduction aren’t sustainable. They’re just rebranded fast fashion, with inflated price tags.

That “sustainable” brand I used to obsess over? That brand, and a lot of others like it are probably greenwashing us. And I didn’t fully see it until I stopped caring about the drops, logged off, and realized I didn’t need any of it. Let’s talk about it.

Greenwashing: The Buzzword Factory

Greenwashing is when brands say they’re sustainable, but in reality, they’re just marketing morality. Slapping on phrases like “eco-friendly,” “conscious,” or “ethical” without doing the real work behind the scenes.

It’s the fashion industry’s version of putting lipstick on a landfill.

Even brands with shiny B Corp certifications (which, yes, sound impressive) aren’t immune. A B Corp status means a company meets certain standards of social and environmental performance, but it doesn’t mean they’re saints. It doesn’t mean they aren’t still pumping out trend-chasing products every other week and feeding the overconsumption beast.

Ask Yourself: How Often Do They Drop?

If you don’t want to spend your evenings combing through a brand’s supply chain data (totally valid), just start by asking one simple question:

How often does this brand drop new stuff?

If they’re doing daily, weekly, or even monthly product drops, that’s a giant, screaming red flag. No matter how recyclable the packaging is, or how organic the cotton claims to be, mass production = mass environmental impact. Period.

Sustainability isn’t just about materials. It’s about volume. And a brand churning out fresh batches of new “sustainable” SKUs a month is still just another fast fashion machine in an earth-toned disguise.

We Don’t Need More Clothes. We Need More Accountability.

Here’s the inconvenient truth: we already have more clothes on this planet than we can wear in a lifetime. Literally. The fashion industry produces over 100 billion garments a year, and a huge chunk of that ends up in landfills or burned.

But we keep buying. Because brands keep telling us their stuff is “better.”
Better for the planet. Better for workers. Better for your aesthetic.
Spoiler: most of the time, it’s not.

If you’re buying new clothes every week, even from “ethical” labels, congrats! You’re part of the problem.

Sorry. Not sorry.

So… What Now?

This isn’t a shame spiral. It’s a wake-up call. The point isn’t perfection, it’s awareness. When you know better, you do better.

Here’s what you can do instead:

• Buy less, but better. Quality over quantity. Always.
• Research before you buy. Look past the buzzwords. Who makes the clothes? What’s the production scale?
• Check transparency. If a brand can’t tell you where and how their clothes are made, they probably don’t want you to know.
• Support true slow fashion. Small batches. Made-to-order. Brands that aren’t dropping new stuff every other Tuesday.

Do Better. Be Better.

If this stings, good. It should. That means you care.

Because we can’t afford to keep pretending our choices don’t matter. They do. Every purchase is a vote for the kind of world we want to live in. One that’s actually sustainable, not just styled that way for the ‘gram.

The next time a brand tells you they’re eco-friendly, ask:
“Says who?”
Then go look for the receipts.