7 Greenwashing Red Flags to Watch For in 2025: A guide for “conscious consumers” not just Indian, but globally who care, but don’t want to be fooled.

In today’s world, everyone claims to be “sustainable.” 

Every second ad is for an “eco-friendly” T-shirt or a “planet-first” collection. But… are they really?

At 2512, we’ve met many conscious shoppers, some just starting their journey, some years into it. They often ask us:

“How do I know if a brand is actually sustainable - or just saying so?”

That’s the question we’re unpacking here.

We’ve worked with sustainable textiles since the beginning. We’ve seen what transparency looks like and what clever greenwashing disguises can hide.

So here are 7 red flags we all need to watch out for in 2025.

1. Vague Words, No Proof

You see a tag that says “Made sustainably.”

Sounds great, right?

But wait! What does that even mean?

One of our customers told us she bought a tee from a big store just because it had “conscious” written in bold. When she looked deeper, there was no mention of what fabric it was, where it was made, or who made it.

It just felt… empty.

If the words are fuzzy and the details are missing, it’s a red flag.

So, what to look for then?

Look for specifics: Is it GOTS-certified? OEKO-TEX? Is there any mention of the dyeing method? Any clarity on labor practices?

Sustainability isn’t a vibe. It’s verifiable.

2. One “Green” Line, Everything Else is Fast Fashion

You’ve seen this.

A massive brand launches its “Earth Collection”, with green leaves in the logo and soft beige tones, while 95% of their products are still synthetic, mass-made, and released at breakneck speed.

We once met a founder who proudly said, “We’re going green!” Turns out, he meant 12 SKUs out of 468.

You can’t just plant one tree and call the whole forest green. Can you?

Real sustainable brands embed responsibility in every process, not just a marketing campaign.

3. No Supply Chain Transparency

Another red flag is when a brand doesn’t tell you who made the clothes or how.

If they simply say “Responsibly made” with zero images, videos, or supplier information, be cautious.

We remember a shopper once asked a brand that put up a stall in the Apparel Sourcing Fair in Bangalore. 

She asked, “Where is this t-shirt made?” The reply was just, “Our garments are made in the best conditions.” That’s not an answer. That’s a cover-up.

If it’s sustainable, they’ll proudly show it.

Do not fall just for the wording. You look for brands that introduce you to their people, the tailors, the weavers, the dyeing team. Not just models in photoshoots.

4. Fast Fashion Speed Dressed in Slow Fashion Words

New drops every week? A flash sale every 3 days? That’s not slow fashion; no matter what the banner says.

We once did a mock audit on a brand claiming “timeless, slow fashion.” Their Instagram had 19 new posts in 10 days, all with new styles.

True sustainability requires… well, slowing down.

Brands that create meaningfully don’t launch 500 styles. They launch thoughtfully, with intention. Even one product can carry a world of meaning.

5. No Mention of What Happens After Use

This one’s sneaky.

You’re sold a t-shirt that says “biodegradable”, but there’s no mention of how long it takes, what to do with it after, or whether the dyes used are safe.

Ritika Singh, one of our early buyers, once messaged us: “Your product feels different. But what do I do with it when I’m done?” That’s when we realized we must talk about the afterlife, not just purchase.

If a brand doesn’t care about what happens after you wear it, they’re not thinking holistically.

Conscious brands talk about recycling, composting, donating, or even resale/reuse platforms. The story shouldn’t end at checkout.

6. Celebs Everywhere, Substance Nowhere

We should not name the brand, but a luxury brand once launched a “green campaign” with a celebrity known for flying private jets everywhere. And we’re not judging - we’re just asking: does the message align?

Another example? A pop-up ad showing a celeb in a bamboo shirt, without any mention of what bamboo fabric is, where it came from, or how it’s better.

Just because it looks cool doesn’t mean it’s conscious.

You don’t need a famous face. You need honest storytelling. Real people, real change.

7. Prices That Make No Sense

An “organic cotton” shirt for ₹349? Highly unlikely.

We’ve worked in textile sourcing for years. Sustainable fabrics cost more. Ethical production, fair wages, clean dyeing, and proper washing cost more. Period.

So if you’re seeing “eco” tees priced lower than roadside shirts… be careful.

When the price feels too low, someone else is paying the price, and it’s usually the worker or the environment.

Instead of looking for cheap, look for fair. Buy less, buy better. Clothes are not just transactions, they’re values stitched into fabric.

In closing…

You don’t need a sustainability degree to spot greenwashing. You just need awareness, intention, and a little questioning.

At 2512, we’re not perfect. But we are transparent and deeply committed. We’ll always tell you where your clothes come from, who made them, and why it matters.

Looking for real and authentic organic t-shirts?

Shop our capsule wardrobe here: https://2512.in

And we hope you keep asking those questions everywhere you shop because that’s how the change begins.

Written with purpose by Team 2512.