Why “Sustainable” Alone Doesn’t Mean Much

Fashion brands use words like “eco-friendly,” “green,” and “conscious” freely, but these terms aren’t regulated and can mean almost anything — or nothing. Greenwashing is when a brand makes sustainability claims that are vague, exaggerated, or unverifiable, often to make a small “conscious” capsule collection look like the whole brand’s ethos while the rest of production continues as usual.

Red Flags to Watch For

Be wary of vague language with no specifics (“eco-friendly materials” without naming which ones), sustainability claims with no percentage or evidence attached, brands that highlight one green initiative while staying silent on labor conditions or overall production volume, and badges that look official but aren’t tied to any real third-party certification.

What Real Transparency Looks Like

Genuinely transparent brands name their actual materials (not just “recycled fibers” but “recycled polyester from post-consumer plastic bottles”), state where and how items are made, and don’t hide behind marketing language. Third-party certifications — like GOTS for organic textiles or OEKO-TEX for chemical safety — carry more weight than a brand’s own claims, since they involve independent verification.

Questions Worth Asking Before You Buy

What exactly is the material made of, and where does it come from? Is the claim backed by a specific number or certification, or just a feel-good phrase? Does the brand talk about its whole collection, or only a small “green” capsule? A brand with nothing to hide usually answers these questions plainly on its product pages.

Njálla’s Approach to Transparency

Njálla’s product pages state the actual material composition — a recycled polyester-spandex blend — rather than vague “eco” language, and we’re upfront that manufacturing takes place outside Finland while design and the hand-painted print artwork are created here. We’d rather be precise about what we do than make claims we can’t back up.

Frequently Asked Questions

Is a brand automatically greenwashing if it doesn’t have a certification?

Not necessarily — certifications cost money and small brands may not have them yet. What matters more is whether the brand is specific and honest about its materials and practices.

How can I quickly check a claim?

Look for numbers, named materials, and named certifying bodies. If a claim is only adjectives (“eco,” “green,” “conscious”) with nothing concrete behind it, treat it with caution.

Curious about the materials behind your activewear? See Njálla’s full collection and material details on each product page.

Explore the Njálla Collection

Shop our sustainable yoga leggings and yoga tops - recycled fabric, handmade Nordic nature art, ethically made. Not sure where to start? Read our complete buying guide.