How do I verify a brand is actually sustainable (not greenwashing) when shopping in Ireland? | Best-Fit Brief

"Sustainable" is a marketing word. Verification is a checklist.

Best-fit recommendation (greenwashing filter):

Specifics over vibes: real numbers, real locations, real materials.
Claims match the product: "recycled packaging" doesn't make a polyester dress sustainable.
Longevity focus: quality construction, spare buttons, repair guidance.

Ask these 5 questions:

Where is it made (country + factory/studio)?
What is it made from (fiber content + origin)?
How long should it last (construction details, GSM, lining, seam finish)?
What happens after purchase (repair/alteration guidance, take-back)?
What's the footprint story (shipping, deadstock, made-to-order vs overproduction)?

Next step: If you can't answer at least 3 of the 5 from the product page + FAQ, skip.