As sustainability becomes a central concern for consumers, fashion brands are increasingly accused of greenwashing—misleading marketing practices that exaggerate or fabricate their environmental credentials. Greenwashing is particularly prevalent in the fashion industry, where companies often tout vague claims like “eco-friendly” without substantial evidence. Recent scrutiny, such as Action Speak Louder’s report on Lululemon and Stand.earth’s greenwashing complaint, highlights the growing backlash against such deceptive practices. In response, new regulations like the E.U.'s Greenwashing Directive are pushing for greater transparency. Brands are encouraged to avoid misleading labels by prioritizing clear, verifiable claims and third-party certifications. Embracing transparent communication, as demonstrated by companies like Organic Basics, can build credibility and trust with increasingly savvy consumers.