Greenwashing, the Truth Fashion Hides: The truth hidden behind plausible words; it is now time to be able to distinguish greenwashing. ✅ Was the "ethical fashion" we believed in real? They speak of "sustainability" on the surface, but is it truly genuine inside? Recently, many fashion brands have been putting "sustainability" at the forefront, promoting green labels and eco-friendly messages. However, hidden behind this is greenwashing, where the underlying structure remains unchanged. 1. H&M – The Truth Behind the "Sustainable" Label. While H&M emphasized eco-friendliness in its "Conscious Collection," there were instances where the actual percentage of recycled fibers was less than 20%. The Norwegian Consumer Agency described this as "misleading consumers..."