23/11/2025

ON SUNDAY November 23, 2025 X theSunday Special

Why Malaysians should care While the greenwashing conversation often centres on global brands, Najah be lieves it’s equally relevant for Malaysians. “Malaysia is a growing consumer mar ket. We’re seeing more local fashion labels claim to be sustainable, but the industry here is largely unregulated. There’s no framework or watchdog to verify these claims,” she said. She recalls a moment when she felt her trust as a consumer had been breached. “ , ZDV DW 5LXK 5D\D ODVW \HDU DQG , FKDQFHG XSRQ D EUDQG WKDW ZDV VHOOLQJ IHVWLYH RXW¿WV , JRW H[FLWHG ZKHQ , VDZ the label inside that said “Ethically Made” under the brand name tag.

Sustainability is multi-dimensional. It includes human rights, fair pay and safe working conditions.”

Greenwashing in modern fashion: Sustainability expert shares insights BY DAYANA SOBRI Understanding greenwashing in fashion

“ , ZHQW WR DVN WKH FXVWRPHU VHUYLFH representative what this meant and she FRXOGQ¶W DQVZHU PH DQG DVNHG LI , ZRXOGQ¶W mind if she put me in contact with the brand founder. This is clearly a breach of trust. You can’t boldly claim your product is ethically made as a unique selling point, but you can’t even explain this on the spot. This is ultimately greenwashing.” Data from the Malaysian Plastics Manufacturers Association shows the country generates over one million tonnes of plastic waste annually, a large portion of which comes from packaging and textiles.

T HESE days, the terms “eco conscious” and “green” have become buzzwords in the fashion industry, indicating the industry’s growing commit ment to sustainability. However, it is often more surface-level than sincere. Few understand this better than Ma laysian sustainability consultant Najah Onn, founder of the independent media SODWIRUP )DVKLQ¿GHOLW\ ZKR KDV VSHQW nearly a decade unpacking the uncomfort able truths behind the fashion industry’s glossy façade. Najah’s work spans continents, bridg ing experiences from Australia to the $VLD 3DFL¿F UHJLRQ $ JUDGXDWH RI 50,7 University with a background in environ mental engineering, she has established herself as a vocal advocate for transpar ency and accountability in the fashion supply chain. T KURXJK )DVKLQ¿GHOLW\ ± D SODWIRUP she describes as a hub for deconstructing IDVKLRQ¶V FRPSOH[LWLHV ± VKH FRPELQHV education, critical discourse and a growing community of change-makers who believe in fashion’s potential to do better. Najah shares her insights about the complexities of greenwashing, why con sumers must become more informed and how the fashion industry needs to rethink sustainability from the ground up.

ngin ing prac e or false edentials

Greenwashing refers to a marketing prac tice in which companies overstate or false ly claim their sustainability credentials to appeal to eco-conscious consumers. ,Q IDVKLRQ WKLV RIWHQ PDQLIHVWV WKURXJK vague labels such as green, sustainable, QDWXUDO RU HFR IULHQGO\ ± WHUPV QRW UHJX lated by any global or national standard. “Greenwashing is when brands priori tise their image over actual environmental impact. This typically means they mislead FRQVXPHUV ZLWK XQTXDOL¿HG H[DJJHUDWHG or unclear terms in their product claims,” Najah said. “ ,QVWHDG RI FKDQJLQJ EXVLQHVV SUDF WLFHV WKH\ FKDQJH WKH QDUUDWLYH ± EXW WKH damage continues behind the scenes. “Brands love using rPET (recycled polyethene terephthalate) to promote their collections, but it’s still a synthetic, petroleum-based fabric. Once it’s turned into clothing, it cannot be recycled again. ,W HQGV XS LQ ODQGILOOV MXVW OLNH YLUJLQ polyester.” Najah points to the everyday use of recycled polyester made from plastic bottles as an example. This contradiction highlights a broader LVVXH LQ IDVKLRQ VXVWDLQDELOLW\ ± PDQ\ H̆ RUWV DUH GHVLJQHG SULPDULO\ IRU SXEOLF perception rather than achieving measur able environmental or social change. sumers. WKURXJK tainable, QRW UHJX tandard. ds priori nmental y mislead JJHUDWHG claims,” VV SUDF ± EXW WKH enes. recycled promote ynthetic, s turned ed again. NH YLUJLQ everyday de from a broader ± PDQ\ RU SXEOLF measur ange.

Don’t just buy something

because the tag says it’s eco. Ask what’s behind that claim.”

Najah