How do you tell when a brand has real sustainability initiatives and is not just greenwashing?

Navigating the landscape of sustainable fashion can be challenging, especially with brands increasingly utilizing green marketing tactics that may not reflect genuine eco-friendly practices. To discern which brands truly prioritize sustainability, consider factors such as material sourcing, supply chain transparency, and certifications from reputable organizations. Engaging with brands that openly share their environmental impact and production processes can also be telling. While thrifting remains the most sustainable option, finding trustworthy new brands is possible through thoughtful research and community recommendations.