How can wholesale buyers verify if a supplier is genuinely sustainable or just greenwashing?

Greenwashing — making false or exaggerated sustainability claims — is widespread in fashion. Here is how to separate genuine sustainable suppliers from greenwashers:

Red flags of greenwashing:

• Vague claims: "eco-friendly", "green", "natural" without certification or specific evidence
• Only one sustainability claim (e.g., recycled packaging) while production is entirely conventional
• No third-party certification — only self-declared claims
• Cannot name the specific fibre, dye process, or production facility

Signs of genuine sustainability:

• Third-party certifications: GOTS, OEKO-TEX, Fair Trade, GI certification, Handloom Mark
• Traceability: can tell you which farm/state the cotton came from, which weaver made the fabric
• Specific claims: "72% recycled PET, sourced from Panipat recycling cluster" not just "recycled fabric"
• Willingness to share documentation: test reports, certification numbers, supplier factory information