Authenticating sustainable claims when it comes to clothing

What’s the key to authenticating sustainable claims when it comes to clothing?

In today's world, consumers are becoming more conscious about the environmental impact of their purchasing decisions, and as a result, many clothing brands are making claims about the sustainability of their products. However, with so many claims being made, it can be difficult for consumers to know which brands are truly committed to sustainability.

One of the biggest challenges facing clothing brands today is the problem of greenwashing, which can lead to confusion and mistrust among consumers. I’m no expert, but just trying to navigate the term ‘greenwashing’ can be difficult for a number of reasons:

1. There is a lack of regulation and industry-wide standards for making sustainable claims in the clothing industry, which means some brands are absolutely genuine, and others are making claims without any oversight or accountability
2. It’s difficult to measure sustainability because it’s a complex and multifaceted concept. Is it enough to just use sustainable materials? Surely we also need to know more about the sourcing, production, and then the disposal of these materials?
3. The lack of transparency (and tracking) throughout the entire supply chain through to end user, and disposal makes it tricky to provide the information needed to verify the authenticity of the lifecycle journey

But one way to combat greenwashing is by tracking clothing throughout the entire supply chain. By doing this, brands can be transparent about the materials, processes, and impacts of their products, and that information can then be used to authenticate sustainable claims - and build trust with consumers.

At LAYBL, we’re monitoring and documenting the movement of clothing products from the point of sale to the end consumer - and beyond, including the manufacturing details of the clothing as well as its usage, how to take care of it and its disposal.

By tracking clothing, we can provide valuable information to clothing brands about the lifecycle of their products, such as how long their clothes are being used by consumers, how often they are being replaced, whether they’re being repaired / resold / rented, and how they are being disposed of.

And all of this information can be used to improve the sustainability of the products being produced, and even their supply chain.

In addition to providing valuable data to clothing brands, tracking clothing can also be beneficial to consumers, allowing them to make more informed purchasing decisions and to know that the brands they are buying from are committed to sustainability.

We really want to help make it as simple as possible to be transparent and authentic about the clothes you produce. Take advantage of our free 30 day trial and sign-up today. Or if you’d like to know more about how we can get you set up, get in touch.