Sustainable or Just Aesthetic? Inside Gen Z’s Greenwashing Debate in Fashion

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If there’s one generation that has forced fashion to rethink its values, it’s Gen Z. They are bold, curious, and vocal about climate change, ethical sourcing, and brand accountability. Yet, they are also the same generation driving the resale market, thrifting, and ironically, fast fashion hauls on TikTok. This tension has created a perfect storm where sustainability is no longer a quiet demand but a marketing tagline.

The problem is that many fashion brands are quick to claim they’re “green” without offering any real proof, a practice widely known as greenwashing. This debate isn’t just global. It also matters deeply in Nigeria, where fashion is booming. From the colourful aso ebi culture to the rise of Nigerian designers on the international stage, the question is simple: will our industry follow the global trend of greenwashing or become a leader in true sustainable fashion?

 

Why Gen Z is the Driving Force

Gen Z isn’t interested in surface-level branding. They want to know the story behind their clothes: who made them, how they were sourced, and what impact they have on the planet. Studies show Gen Z is more likely than older generations to support brands with strong values. In Nigeria, we see this in the growing appetite for thrifted clothing (okrika) and the increasing popularity of resale platforms. What used to be seen as “second-hand” is now branded as vintage fashion, allowing consumers to save money while reducing waste.

The Rise of Greenwashing

Greenwashing thrives because fashion is complex. A single Aso Ebi fabric could involve multiple materials, dyes, and production processes across different countries. Instead of explaining this complexity, brands use words like “eco-friendly,” “green,” or “conscious” without providing context. Globally, brands have faced lawsuits and regulatory investigations for misleading consumers. In Nigeria, while regulation is not yet as strict, the same vague claims are starting to appear in fashion marketing.

 

How to Spot the Difference

For Nigerian shoppers and designers, spotting real sustainability starts with asking questions:

• Does the brand clearly state what makes this garment sustainable?
• Are there third-party certifications, such as OEKO-TEX or GOTS, to support the claims?
• Does the brand demonstrate transparency in its supply chain, even if imperfect?

If the answers aren’t there, it’s likely a case of greenwashing.

Read Also:

• From Sokoto to Designer Bags: Nigeria’s Art of Crafting Leather
• THIS IS US Nigeria: Redefining Sustainable Fashion Through Local …
• Guide to Sustainable Fashion in Nigeria: Brands & Trends to Watch

 

Why This Matters for Nigeria’s Fashion Industry

Nigeria’s fashion industry is gaining global recognition. Designers like Kenneth Ize and Andrea Iyamah are proving that African fashion can be bold, artistic and world-class. But with international attention comes global scrutiny. Suppose Nigerian brands adopt genuine sustainability practices now, such as using locally sourced textiles, supporting artisans, and investing in transparent supply chains. In that case, they can differentiate themselves from international competitors who are still battling accusations of greenwashing. Beyond reputation, sustainable practices could also create jobs and preserve traditional crafts. Imagine if adire, aso oke, or Ankara production were scaled responsibly, using eco-friendly dyes and fair wages for artisans. It would not only reduce environmental harm but also protect Nigeria’s cultural heritage and strengthen the economy.

 

The Future: From Buzzword to Accountability

The world is moving toward stricter rules. The EU is pushing Digital Product Passports for textiles, while regulators in the UK and the US are cracking down on misleading ads. If Nigerian brands want to export and grow, they must prepare for these standards. Gen Z isn’t asking for perfection, but they demand honesty. A brand that admits it’s “working on reducing waste but not there yet” will likely earn more trust than one that simply says “eco-friendly.”

 

Conclusion

The greenwashing debate is more than a global fashion issue; it is an opportunity for Nigeria. Gen Z has already made it clear that fashion is not just about aesthetics, it’s about responsibility and truth. For Nigeria’s growing fashion industry, embracing genuine sustainability could mean building a future where our fabrics and designs don’t just dazzle the eye but also respect the planet and the people who make them.

For more on Nigerian fashion and the stories shaping it, Rex Clarke Adventures remains a place to keep an eye on.

5 FAQs

1. What does greenwashing mean in fashion?

It is when brands use words like “eco-friendly” or “sustainable” without providing clear proof, often to attract conscious shoppers.

2. Why does Gen Z care about greenwashing?

They value transparency and climate action. Gen Z wants brands to substantiate their claims with facts, not vague marketing claims.

3. How can Nigerian fashion avoid greenwashing?

By adopting transparent supply chains, using authentic certifications, and highlighting local sustainable fabrics like adire and aso oke.

4. Is second-hand fashion really sustainable?

Yes, resale and thrifting extend the life of clothes, reduce waste, and cut demand for overproduction, making them a strong sustainable choice.

5. Will sustainability help Nigeria’s fashion industry globally?

Absolutely. As global fashion faces stricter rules, Nigerian brands that prove their sustainability can stand out, win new markets, and protect cultural heritage.