In the last decade, sustainability has gone from being a differentiating factor to becoming a business necessity. However, this paradigm shift has brought with it a worrying phenomenon: the so called greenwashing.
At Antara Ocean, we believe that transparency is not an option, but an obligation. It's not enough to say we love the sea; we must demonstrate it with data, certifications, and traceable processes.
In this article we tell you how to identify greenwashing and distinguish between a brand with a real purpose and a marketing strategy designed to exploit your environmental awareness and thus sell more.
What is greenwashing and how does it impact the textile industry?
Greenwashing refers to the practice of making misleading or unverified claims about the environmental benefits of a product or company policy .
According to a study by the European Commission, 42% of environmental claims on websites in various sectors (including fashion) were exaggerated, false or misleading.
In the textile sector, this translates into brands launching "conscious" collections while maintaining an overproduction model based on the exploitation of resources and labor.
The impact is twofold: on the one hand, it confuses consumers who want to buy ethically; on the other, it dilutes the efforts of brands that, like us, manufacture entirely in Europe, which allows us to:
- Greater control over the working conditions and human rights of the workers involved in the production of Antara Ocean garments.
- Minimize the carbon footprint by reducing the distances that our raw materials and final products have to travel during transport.
- To have greater guarantees regarding the quality and origin of our fabrics.
How to identify greenwashing
To detect whether you're dealing with a case of greenwashing, it's essential to carefully analyze what the label says and what it omits. The United Nations Environment Programme (UNEP) warns that the use of vague terms is the most common greenwashing tactic.
Use of adjectives without support
If a garment is labeled as " eco-friendly ", "green" or "natural" without providing specific information, it is very likely to be greenwashing.
In swimwear, it's common to see labels advertising "recycled plastic" without specifying the percentage. A swimsuit containing only 5% recycled material and 95% virgin polyamide shouldn't be sold as a sustainable product .
Lack of third-party certifications
Honest brands don't ask you to take their word for it; they provide proof. Always look for independent and recognized certifications such as:
- Global Recycled Standard (GRS) : Verifies recycled content and social and environmental practices in production.
✅ The recycled polyester we use in our garments has this certificate .
- OEKO-TEX Standard 100 : Guarantees that the fabric is free of substances harmful to health and the environment.
✅ All the fabrics we use have this certification .
At Antara Ocean, for example, we don't just claim to use plastic bottles recovered from the sea; we select fibers that meet these international standards to ensure that the garment's life cycle is truly circular.
Examples of greenwashing in current marketing strategies
Fast fashion has perfected tactics that may seem sustainable at first glance, but lack structural rigor.
"Eco" capsule collections
A brand that produces millions of garments a year doesn't become sustainable by launching an organic cotton line that represents 1% of its total inventory. This is known as the " hidden trade-off sin".
Clothing collection programs
Many large retailers offer discount coupons in exchange for used clothing. However, data from NGOs such as the Changing Markets Foundation report has shown that only a minimal portion of that clothing is actually recycled into new fibers, thus encouraging greater consumption of new clothing.
Suggestive images vs. industrial reality
The use of earth tones, images of forests or virgin beaches in advertising campaigns by brands that use highly polluting dyeing processes is a visual form of manipulation.
And the same goes for labels: just because they're made of recycled cardboard and have green lettering doesn't mean that the garment is sustainable.
The real alternative: local production and circular materials
To avoid greenwashing, the answer is traceability. A truly committed brand must be able to explain where each component is manufactured and under what conditions.
Our decision to maintain production in Europe is not aesthetic; it is an impact control measure.
- By reducing the distance between the manufacturing site and the end customer, we drastically decrease CO2 emissions associated with international transport.
- European labor legislation guarantees rights that are often ignored in the mass production centers of Asia.
Regarding materials, the key lies in durability. Greenwashing often ignores the fact that the most sustainable product is the one that doesn't need to be replaced quickly .
By using high-density, premium-quality recycled polyester, we achieve fabrics with UPF 50+ protection and superior resistance to chlorine, sun, sea salt, and sand. True sustainability means creating pieces that will accompany you through many adventures, not just one season.
Action guide for the conscious consumer
As a member of the Antara Ocean Community, you have the power to demand transparency. Here are four practical steps for your next purchase:
- Question the price: If a garment is extremely cheap, someone or something (usually the planet or workers) is paying the hidden cost. Sustainable swimwear is priced to reflect fair wages and expensive recycling technologies.
- Investigate the composition: specifically look for the origin of the fiber. Is it recycled polyester from bottles? Are they reclaimed fishing nets? Specificity is a sign of honesty.
- Check the brand's transparency: a transparent brand will have a section on its website detailing its supply chain and other tangible data. If the information is hard to find or full of inspirational phrases but devoid of facts, be wary.
- Ambiguous donations: Do you shop at a brand that donates to causes that benefit the planet? This topic is explored in more detail. Donating a percentage of your purchase, a percentage of the company's total profits, or a fixed amount are not the same thing. Telling you that a percentage of your purchase will be donated is great, but is it true?
The fight against plastic pollution in our oceans requires direct action, not just words. By choosing brands that reject empty promises, you're supporting a business model that prioritizes the health of marine ecosystems over quick profits.
We invite you to learn more about our processes and see how we transform waste into swimsuits designed to last, always under an ethic of absolute respect for the planet.
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