The words brands and reports use about sustainability, and what they actually mean.
By Shreya S · Last reviewed 15 November 2026
Circular, regenerative, traceable
Circular: a system where products stay in use and materials are recovered, not thrown away (see circular fashion). Regenerative: farming that aims to restore soil health and biodiversity, increasingly used for cotton and wool, though there is no single legal definition. Traceability: being able to follow a product back through every stage of its supply chain to the farm. Transparency: publishing that information.
Carbon neutral, net zero, Scope 3
Carbon neutral: emissions balanced, often by buying offsets; the EU now bans product claims of this kind based on offsetting. Net zero: cutting emissions as far as possible and only removing what is left, usually as a long-term target. Scope 1, 2 and 3: direct emissions, emissions from bought energy, and everything else in the supply chain. For fashion, Scope 3 is the vast majority.
Upcycling, downcycling, deadstock
Upcycling: turning old garments or offcuts into something of equal or higher value. Downcycling: turning them into lower-value products such as insulation or rags. Deadstock: unused fabric or unsold goods left over from production (see overproduction). Pre-consumer and post-consumer waste: waste from factories versus waste from people’s wardrobes.
EPR, DPP, greenhushing
EPR (extended producer responsibility): making brands pay for collecting and processing the waste their products create. DPP (digital product passport): a scannable record of a product’s materials and origins; see the new rules. Greenwashing: exaggerating environmental credentials. Greenhushing: the opposite, companies saying nothing about their efforts for fear of being accused of greenwashing.
Read on Ayerhs: Sustainable Fashion Certifications · Sustainable Fashion 101 · The Luxury Glossary