Why Oversimplifying Sustainable Clothing Does More Harm Than Good
I spent years working at a shoe store that proudly earned the “Made in America” label. It’s a beautiful thing to see and I'm an advocate, but lately I’ve also seen how this label has been used to mislead shoppers about quality and sustainability.
Sustainable clothing is a vital and complex issue with a direct impact on human and environmental health. Oversimplifying this topic does more harm than good for customers and the planet. Careless statements about sustainability not only mislead people but also distract from creating meaningful change.
For example, the claim: "Buying locally made goods is the best thing you can do for the environment." At first glance, this sounds reasonable, even admirable. But when we look closer, it fails to address the true complexity of sustainability. Its vague and misleading for customers.
Buying local IS good for many reasons, but its definitely not the best or the only thing you can do for the environment. A locally made garment is not inherently eco-friendly. The location of production has almost nothing to do with sustainability or responsible business management. A garment made locally can still rely on water-intensive materials, toxic dyes, irresponsible management, inefficient processes, or even exploitative labor practices. I direct your attention to the quality of food in this country, massive worker strikes for fair pay at fulfilment centers, and the spilling of forever chemicals into our communities. The environmental and ethical impact of a product is determined by how it’s made, not where it’s made. Shaming people for not “buying locally” is counterproductive and dangerous.
When people use oversimplified messaging, the door is open to greenwashing. A practice where brands create the illusion of sustainability.
Every oversimplified statement is a missed opportunity to educate and empower consumers on what sustainable clothing really means. Vague claims shift all the responsibility onto individuals, while ignoring the critical roles that brands and businesses must play in driving real sustainability.
By being more thoughtful and precise in how we discuss sustainable clothing, we can make more quicker progress and empower people to make meaningful decisions.
Sustainability isn’t just about selling products; it’s about redefining an industry and inspiring a cultural shift toward smarter, more thoughtful behavior. By rejecting vague, oversimplified narratives we can make real progress for the environment, workers, and future generations.
The best REAL advice I can give for shoppers who want to live more sustainably: its all about the materials: the single best thing you can do is avoid virgin synthetic yarns and chemical additives used for things like waterproofing. Find natural alternatives. That's our goal.
