Greenwashing and the Cost of Expansion: A Call for Transparency

In recent years, there has been a significant increase in the demand for sustainable products and practices, reflecting a major shift in consumer behavior. However, this trend has also brought with it a serious problem: the rise of greenwashing. Many brands pretend to be more eco-friendly than they really are.

Why does this happen? Because sustainability sells. Instead of investing in real change, many brands spend millions on advertising campaigns to create the image of responsibility while continuing practices harmful to the environment and people. Brands that started out sustainable but, as they expanded into global markets, became mass production brands, continue to tell the same sustainability story, despite their large-scale production methods. The truth is, sustainability is about reduction, not expansion. And expansion benefits primarily investors and CEOs.

Smaller brands, like Seapath, don’t compete in volume but in quality and ethics. They adopt practices that prioritize environmental and social impact.

• Small-scale production: avoiding waste and overstock, using deadstock materials or sustainable fabrics like organic and recycled cotton.
• Transparency: smaller brands can be more open about the origin of materials and production conditions.
• Local positive impact: we work with suppliers and factories that follow ethical principles and ensure fair pay for everyone involved in the process.

At Seapath, we have always been and continue to be available to show our processes. If customers are interested, we even accompany them to visit our facilities and suppliers to see the manufacturing process. We don’t speak for the sake of speaking — we are an integral part of the textile industry and are fully aware of how it works, including where and how our "competitors" produce and how much they pay to produce.