No Greenwashing—Just Honest Craftsmanship

Why Real Sustainability Matters in Outdoor Clothing

The fashion industry loves the word sustainable. From “eco-friendly” labels to “conscious collections,” big brands are quick to advertise their green credentials. But behind the earthy colors and clever marketing, many of these claims don’t hold up.

This practice—known as greenwashing—misleads customers into believing a product is far better for the planet than it really is.

At Modern Woolfare we believe in doing things differently. Sustainability isn’t a trend for us—it’s a responsibility. Our promise is simple: no empty claims, no shortcuts, no greenwashing.

🌿 What Is Greenwashing?

Greenwashing happens when a company markets itself as environmentally friendly without making meaningful changes to its production or materials.

It can look like:

• Using vague terms such as eco-friendly, green, or natural with no proof.
• Launching a tiny “sustainable” collection while continuing wasteful mass production.
• Highlighting one “better” fabric while ignoring harmful dyeing, chemical use, or unethical labor.

These tactics confuse customers and slow down real progress—something we refuse to be part of.

🧵 Our Approach: Real Sustainability, From Start to Finish

Instead of marketing tricks, we build our products on values that last.

Pure British and European Wool

 

 

Every shirt and anorak is made from 100% natural British or European wool. Wool is renewable, biodegradable, and naturally weather-resistant—no synthetics hiding behind clever labels.

 

Built to Last

 

Durability is the heart of true sustainability. Our garments are designed for hard outdoor use and can be repaired or handed down, reducing waste over time.

 

Local Heritage, Lower Footprint

 

We source and produce here in the UK, supporting local and regional business, while cutting transport miles. This keeps our supply chain short, transparent, and accountable.

No Secrets

 

 

We share where our wool comes from and how our garments are made. No vague promises. No token “eco” collections. Just honest craftsmanship.

🌍 Why It Matters

Fast fashion encourages a throwaway culture, where clothes are cheap, synthetic, and disposable.

Our philosophy is different: make less, make better, and make it to last.

It’s a principle inspired by our military roots—where gear had to be dependable—and by a deep respect for the landscapes we love to explore.

The Bottom Line

 

 

 

Greenwashing might sell clothes, but it doesn’t protect the planet.

 

At Modern Woolfare, we’d rather earn trust than chase trends.

When you wear our wool bushcraft clothing, you’re not just buying a garment—you’re investing in quality, heritage, and a cleaner future.